Running a local business in the UK has its own set of challenges and opportunities. Digital marketing promises increased visibility, more customers, and higher sales, but how much of that promise actually applies to smaller, local businesses?

This article will unpack the truths behind what digital marketing can and can't do for your local business.

In this article, you will learn:

  • How digital marketing can boost local visibility and engage more customers.
  • Where digital marketing may fall short for certain types of local businesses.
  • Practical examples of when digital marketing succeeds or fails.

Let's get straight into it.

The Upside of Digital Marketing for Local Businesses

1. Enhanced Local Visibility

For many businesses, local SEO (Search Engine Optimisation) can be a game changer. It’s how you appear when someone searches “café near me” or “plumber in Liverpool.” Using tools like Google My Business, businesses can ensure that they show up in local searches and on Google Maps.

Example: A small bakery in Manchester sets up a Google My Business profile. Soon, people searching for “fresh pastries in Manchester” see them listed, boosting walk-ins.

Key Tip: Keep your address, opening hours, and contact details up-to-date to stay visible.

2. Cost-Effective Advertising

Platforms like Facebook Ads and Google Ads allow for targeted, budget-friendly advertising. You can set limits on your spending, target people within specific postcodes, and test which messages resonate.

Example: A hair salon in Brighton runs a Facebook ad offering a special discount to nearby residents. With a small budget, they attract dozens of new bookings.

Simplified Explanation: Targeting means you decide who sees your ads. You don’t waste money on people who aren’t local.

3. Building Trust and Engagement

Social media helps local businesses engage directly with customers. Platforms like Instagram and TikTok aren’t just for global brands. Showcasing what makes your service special or posting regular updates can build loyalty.

Example: A Bristol florist posts daily bouquet photos on Instagram, sharing tips on flower care. Local followers engage by liking, sharing, and eventually visiting the shop.

Where Digital Marketing Falls Short

1. High Competition in Certain Areas

Digital marketing may not always be cost-effective for industries with intense competition, like local gyms or estate agents in London. Bidding for online ads can become costly, and without a significant budget, your ad may get buried.

Example: A small gym in London spends money on Google Ads but gets overshadowed by larger, budget-heavy chains.

What This Means: Smaller budgets can limit visibility in competitive sectors, making it hard to see a return.

2. Limited Appeal of Certain Services

Digital marketing can only amplify what appeals to people online. If a service relies on impulse visits, like an old-school hardware store, it might not gain much from digital campaigns.

Example: A hardware shop in a small town creates a Facebook page but sees little engagement. Why? Because locals prefer dropping in and chatting for recommendations rather than browsing online.

Reminder: Know if your customer base prefers face-to-face interaction over online browsing.

3. Sustained Effort Required

Digital marketing isn't a one-time effort. Regular updates, responding to comments, and staying relevant require commitment. This can be a drain on small businesses with limited staff.

Example: A family-run takeaway in Sheffield sets up social media accounts but struggles to keep up with posting. Interest dips, and so do online orders.

Practical Tip: Consistency matters. Even if you post twice a week, keep it regular.

Examples of Digital Marketing in Action

  • Success: A boutique pet shop in Edinburgh uses TikTok to show quirky pet accessories. Videos go viral, drawing pet owners from nearby towns.
  • Mixed Outcome: A local roofer in Birmingham runs Google Ads but finds the cost per click high. Switching to local SEO and word-of-mouth gets better results.
  • Limited Success: A bookshop in a village tries email marketing but gets few clicks. Personal flyers in the local community centre prove more effective.

Final Thoughts

Digital marketing can be a powerful tool for local businesses, boosting visibility and engagement when used wisely. But it isn’t a magic wand. Understanding where it works best and where traditional methods still shine can save time and money.

Next Step

If you’re unsure where to begin, start small. Optimise your Google My Business profile and try a few targeted ads. Then track results and tweak as needed. Need help with this? Give me a call

Sarah x

About

Sarah Arrow

With over 20 years of experience, Sarah Arrow (me!) knows the ins and outs of effective blog writing, which is why she makes her excellent at website copywriting, or, as a blog copywriter. My expertise ensures your blog will captivate readers and deliver your message effectively. Experience? This spans various industries, giving me a unique perspective and a wealth of knowledge to draw upon. This extensive background means she can adapt her writing to fit your specific needs and audience.

Ready to elevate your website or blog? I am the writer you need. My experience, skill, and passion for online writing make me the perfect choice for your blog copywriting needs. Contact me today and see the difference a professional content writer can make.

What Sets Me Apart?
Human Touch: My writing resonates on a personal level. I understand human psychology and use this to create content that connects.
Attention to Detail: Every post is detailed. Grammar, style, and accuracy are important in my work.
Consistency: I deliver high-quality content consistently, ensuring your website blog remains fresh and engaging.

If you're ready to get started join the free blogging challenge and do it yourself, or call me on 07816 528421 to do it for you.

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Gareth

Kevin did a wonderful job of keeping to the brief and creating a bootcamp that ensured we kept focussed, understood the basics of SEO and managed ways to improve the visibility of our courses. Thanks Kevin

Visibility Testimonial Tiger

Kevin's engaging teaching style ensures that you’re able to take in all the information and apply it to your own business

Steve

PAul

By following Sarah's blogging coaching I grew my first website from zero visitors to over 3,000 visitors in just over 30 days. I grew my email list from zero to over 1,000 and my online sales from zero to over £25,000. All in 1 month! I've since gone on to sell over £1.5 million in sales coaching in 10 years. This is 100% down to Sarah's influence as the No1 Blogging and online visibility coach in the world! Hire her if you want online success!

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