With consumers increasingly turning to online platforms to search for products and services, embracing the right digital marketing strategies can significantly impact your business’s growth and visibility. In this blog, we’ll explore the key digital marketing trends every local business should know, helping you stay ahead of the curve and maximise your online presence.
1. Voice Search Optimisation
With the rise of voice-activated devices like Amazon’s Alexa, Google Home, and Apple’s Siri, voice search is becoming an integral part of how consumers find local businesses. People are using voice search to ask questions, find nearby services, and make purchases. This shift in consumer behaviour means that optimising your website for voice search is now crucial.
- Use Conversational Keywords: Unlike traditional text searches, voice searches tend to be more conversational. Focus on long-tail keywords and natural phrases that people are likely to speak when using voice search, such as “Where can I find a plumber near me?” or “Best coffee shop in [town name]”.
- Featured Snippets and FAQs: Featured snippets—short, concise answers displayed at the top of search results—are often the source of voice search answers. To optimise for this, create content that directly answers common questions related to your industry. Incorporate an FAQ section on your website to address popular queries your target audience might ask.
- Local SEO: Since voice search is often used for local queries, ensuring your business is optimised for local SEO is critical. Make sure your Google My Business listing is up to date, and focus on location-specific keywords to increase your chances of appearing in voice search results.
2. Hyperlocal Targeting
For local businesses, hyperlocal targeting is a powerful marketing strategy that allows you to focus your efforts on potential customers in your immediate area. By narrowing your focus to specific neighbourhoods, towns, or cities, you can reach the right audience more effectively.
- Geo-Targeted Ads: Use geo-targeting in your digital ad campaigns to ensure your ads are shown to people within a specific radius of your business. Platforms like Google Ads and Facebook allow you to set location parameters, ensuring your marketing budget is spent on reaching people most likely to visit your business.
- Local Content: Create content that appeals directly to your local audience by addressing their specific needs and interests. This could involve writing blog posts about community events, offering promotions for nearby customers, or creating social media content that highlights local landmarks or activities.
- Personalised Offers: Hyperlocal targeting allows you to offer personalised discounts or promotions to customers in a particular area. For example, you could send location-based push notifications to customers who are near your store, encouraging them to drop by with a special offer.
3. Video Marketing and Live Streaming
Video marketing has become an essential tool for engaging customers and boosting online visibility. As attention spans shorten and people seek more visual content, video provides an effective way to communicate your brand’s message in a compelling and memorable manner.
- Short-Form Video Content: Platforms like Instagram Reels, TikTok, and YouTube Shorts have made short-form video content more popular than ever. For local businesses, creating bite-sized videos that showcase your products, services, or even behind-the-scenes glimpses of your operations can capture attention and encourage customer engagement.
- Live Streaming: Live streaming is another powerful way to connect with your audience in real-time. Consider hosting live Q&A sessions, product demonstrations, or virtual events to interact directly with your customers. Facebook Live and Instagram Live are excellent platforms for engaging with local followers and building a sense of community around your brand.
- Video SEO: Don’t forget to optimise your video content for search engines. Use relevant keywords in your video titles, descriptions, and tags, and add transcripts to make your videos more accessible. Videos are also more likely to appear in search results, providing an additional way to increase your online visibility.
4. The Rise of Chatbots and AI-Powered Customer Service
As consumer expectations for instant responses and 24/7 support grow, chatbots and artificial intelligence (AI) have become vital tools for enhancing customer service. Chatbots can handle common customer inquiries, book appointments, and provide information, allowing businesses to offer real-time support without the need for human intervention.
- Improve Customer Experience: By integrating a chatbot into your website, you can provide customers with instant answers to frequently asked questions, such as operating hours, pricing, or booking availability. This not only improves customer satisfaction but also reduces the workload on your staff.
- AI-Driven Personalisation: AI can be used to analyse customer behaviour and preferences, enabling businesses to deliver personalised marketing messages and product recommendations. For example, AI-powered tools can track customer interactions and suggest products based on their previous purchases or browsing habits.
- Cost-Effective: Chatbots are a cost-effective way to provide around-the-clock customer support, making them ideal for local businesses with limited resources. By automating routine tasks, you can improve efficiency while maintaining a high level of customer service.
5. Social Media Stories and Ephemeral Content
Ephemeral content—content that is only available for a limited time—has gained popularity on platforms like Instagram, Facebook, and Snapchat through features like Stories. These short-lived posts create a sense of urgency, encouraging users to engage with content before it disappears.
- Engage with Stories: Social media Stories are perfect for sharing quick updates, limited-time promotions, or behind-the-scenes content that gives your audience a glimpse into your business. For example, a restaurant could use Instagram Stories to showcase daily specials or exclusive events, while a boutique might use Stories to promote flash sales.
- Interactive Features: Stories offer a range of interactive features, such as polls, questions, and countdown timers, which can help you engage with your audience in a fun and dynamic way. These features also encourage direct interaction with your content, boosting engagement rates.
- Highlight Your Stories: On platforms like Instagram, you can save your best Stories as highlights that remain on your profile permanently. This allows you to create themed collections of content, such as customer testimonials, product showcases, or events, providing visitors with an easy way to learn more about your business.
6. Zero-Click Searches and Featured Snippets
With the increasing prevalence of zero-click searches—searches where users find the information they need directly on the search results page—optimising for featured snippets has become a key strategy for businesses. Featured snippets are brief answers that Google displays at the top of the search results page, offering users immediate information without needing to click through to a website.
- Optimise for Featured Snippets: To increase your chances of appearing in featured snippets, focus on creating content that answers specific questions related to your business or industry. Structure your content in a way that provides concise, direct answers, and use headers, bullet points, or numbered lists to make it easier for search engines to pull information.
- Target Question-Based Keywords: People often phrase their search queries as questions, especially when using voice search. Incorporate question-based keywords such as “How do I…?” or “What is the best way to…?” into your content to increase the likelihood of appearing in a featured snippet.
- Local Relevance: For local businesses, appearing in featured snippets can boost visibility for location-based queries. For example, if someone searches “best pizza in [town name],” optimising your content for local search terms could help you capture that coveted top spot.
7. E-Commerce Integration for Local Businesses
With the shift towards online shopping, many local businesses are embracing e-commerce as a way to expand their reach and generate additional revenue. Even if your business operates primarily from a physical location, integrating e-commerce functionality into your website can help you attract more customers.
- Click-and-Collect: Many local businesses are now offering click-and-collect services, allowing customers to purchase products online and pick them up in-store. This provides a convenient shopping experience and helps drive foot traffic to your physical location.
- Online Storefronts: If you sell physical products, consider setting up an online store that showcases your inventory. Platforms like Shopify or WooCommerce make it easy to manage an online shop, and offering delivery or local pick-up can attract customers who prefer shopping online.
- Integrate Social Commerce: Platforms like Instagram and Facebook now offer shopping features that allow businesses to tag products directly in posts and Stories, making it easier for customers to make purchases without leaving the app. Social commerce is a powerful way to blend social media engagement with e-commerce, driving sales while building your brand presence.
Conclusion: Stay Ahead with StarLocal Web Marketing
The digital marketing landscape is constantly evolving, and keeping up with the latest trends is essential for local businesses looking to thrive in a competitive environment. By embracing these digital marketing trends—voice search optimisation, hyperlocal targeting, video marketing, and more—you can enhance your online presence, engage with your audience, and drive long-term success.
At StarLocal Web Marketing, we specialise in helping local businesses navigate the ever-changing digital landscape with tailored marketing strategies that deliver results. Whether you need help with SEO, social media, or website optimisation, our expert team is here to guide you every step of the way. Contact us today to find out how we can help your business stay ahead of the curve and achieve lasting online success.