The importance of local digital marketing for regional and location-based businesses

It used to be that small and micro businesses assumed that digital marketing was a domain reserved for ‘big players’ - national and international companies with big budgets. However, the last ten years have seen the proliferation of tools and services - cheaper and easier to use - allowing businesses of all sizes to reach, engage and convert audiences.?

Small and micro businesses in Norfolk and the wider context of East Anglia have been a part of this change, with businesses from the trades to ecommerce leveraging the power of channels such as social media and Google Ads to drive business growth.?

Despite this, there is still a gap. National and international businesses are able to gobble up local market share by investing in brand-building and deploying large-scale marketing campaigns (small businesses, by definition, will have smaller budgets). This is why it is more important than ever for local businesses to invest in marketing - to their local audience. Not only is this important, but it is a competitive advantage that small local businesses can leverage, as most consumers would prefer to engage local suppliers - especially in certain sectors such as the trades.

Selesti is a Norwich-based digital marketing agency. Like many agencies, we have clients of all shapes, sizes and sectors based all over the world. Unlike most agencies, we’re a B Corp (companies verified by B Lab to meet high standards of social and environmental performance, transparency, and accountability).?

"We need an inclusive, equitable and regenerative economic system for our local communities, all people and the planet,” says our MD Ollie Blackmore. “We want to help use business as a force for good." //link to new item when live//

As part of this, we do what we can to help small local businesses and charitable organisations - from pro bono work and reduced rates to free consultancy and workshops. Selesti has been going for nearly 20 years and we’ve loved watching our peers in the area grow and thrive - especially when we’ve been able to support that growth.

And so to the article. We want to help small and local businesses prosper… and digital marketing is a powerful tool that is becoming ever more accessible to such organisations. This article aims to explain how and why small businesses in East Anglia can benefit from activities such as affordable websites, content marketing, SEO (including Local SEO), PPC and social media.

Marketing hesitancy

So, why are small and micro businesses in Norfolk hesitant to invest in digital marketing? The first one is obvious, but no less interesting than the longer list of concerns:

Cost concerns

The most significant barrier is often the perceived expense. Traditional marketing avenues, such as local newspaper advertisements and distributing flyers, come with straightforward, easily quantifiable costs. In contrast, digital marketing can seem like an intricate, potentially costly venture. Operating on slim profit margins, small businesses tend to view digital marketing as a risky investment.

Misunderstanding the medium

There's a notable knowledge gap. Digital marketing is frequently perceived as a complex and elusive concept, disconnected from the everyday challenges of running a local business. This lack of understanding leads to fear. And if not fear, then apathy: if the benefits of digital marketing are unclear, why allocate funds towards it?

Overwhelmed by options

The digital marketing landscape is vast, with numerous channels and strategies available. This abundance of choice can be overwhelming for small business owners, who may struggle to determine where to start or which platforms will yield the best return on investment.

Undervaluing online presence

Many local businesses underestimate the importance of having a strong online presence. They might believe that because they serve a localised customer base, an online footprint is less critical, not realising that even local customers often begin their search for products and services online.

Fear of technological complexity

For some, there's a fear of the technological aspects of digital marketing. The thought of building a website, managing social media, or understanding SEO can seem daunting for those not familiar with these areas.

Limited time and resources

Small and micro businesses often operate with limited staff and resources. The prospect of dedicating time to learn and manage digital marketing strategies can seem like an insurmountable addition to their already full plate.

Success stories are less visible

Success stories of digital marketing often highlight big brands and international companies, making them seem less relevant to local businesses. The successes of similar-sized businesses in digital marketing are not as prominently showcased, leading to a misconception about its effectiveness for small enterprises.

Reliance on word-of-mouth

Many small businesses in local communities have traditionally relied on word-of-mouth for marketing. While this is a powerful tool, it limits the potential reach and neglects the changing habits of consumers who are increasingly looking online for recommendations and reviews.

Fear of being conned

And, unfortunately, though often justifiably, there is a fear of being conned or simply taken advantage of by low-quality or dishonest marketing individuals or agencies. Of course, all of the grifters and chancers give the rest of us a bad name - which is the same in all aspects of life.?

Concerns might include:

• Fear of non-delivery
• Complexity and jargon
• Lack of tangible metrics
• Past negative experiences
• High-pressure sales tactics
• Rapidly changing landscape.

The Imperative of Digital Marketing for Local Businesses

However, despite this hesitancy, in today's interconnected world, digital marketing is not a luxury for the few, it's a necessity for all. For local businesses in East Anglia, embracing digital marketing is akin to unlocking a treasure chest of opportunities.

Why invest in digital marketing?

Local Reach, Global Tools

Digital marketing allows local businesses to reach their audience with precision and personalisation that traditional methods can't match. Tools like local SEO and geo-targeted ads mean a business in Norwich can reach customers right on its doorstep.

Cost-Effective Engagement

Contrary to popular belief, digital marketing can be remarkably cost-effective. Platforms like social media offer free or low-cost channels to engage with a community, build brand loyalty, and even drive sales.

Measurable Results

The beauty of digital marketing lies in its measurability. Unlike a newspaper ad, where the impact is nebulous, digital campaigns offer clear, actionable data. This feedback loop allows for agile adjustments, ensuring marketing spend is not just an expense but an investment.

What happens to local businesses that don’t invest in digital marketing

Local businesses risk:

• Invisibility: In a world where the first port of call is often a Google search, invisibility online is a significant handicap.
• Competitive Disadvantage: As competitors harness digital channels, those who don’t fall behind, losing both visibility and relevance.
• Missed Opportunities: From online sales to brand building, the opportunities forfeited by ignoring digital marketing are manifold.

Tailoring Digital Marketing for Local Businesses

The digital marketing strategies for a small Norwich-based business will differ significantly from those of a multinational corporation. Here's how:

Targeted vs Broad Reach

While a global brand casts a wide net, local businesses benefits from a laser-focused approach. Tools like local SEO and targeted social media campaigns ensure that marketing efforts resonate with a local audience.

Personalisation and Community

For small businesses, the power of personal connection cannot be overstated. Digital marketing allows for personalised, community-focused campaigns that build a loyal customer base.

Resource Allocation

Big brands might pour vast resources into every channel. Local businesses, however, need to be more strategic, focusing on the most effective platforms for their specific audience.

Small websites for small businesses

Building websites has always been prohibitively expensive for local small and micro businesses. Enterprise businesses regularly spend ￡150k building or rebuilding their website. Even SMBs can spend ￡50k plus. However, technological advancements have enabled companies like Selesti to develop websites for far less. Single-page websites can cost as little as ￡300 and this can help sole traders to build their digital footprint - many of whom rely on Facebook as a homepage (which isn’t ideal!).?

Advice for Small and Micro Businesses in Digital Marketing

For small and micro businesses in East Anglia, the journey into digital marketing need not be a sprint but a marathon, paced with steady, sustainable steps. It's about crafting a strategy that balances cost-effectiveness with long-term growth, ensuring that each digital action, however small, contributes to a larger tapestry of success.

Invest in your website

Of course, it’s possible to run a business without a website. Many sole traders just have a Facebook page. The problem is that these businesses won’t be as visible to potential customers as those with even a one-page website. While DIY software like Wix has allowed people to build their own websites for very little, not everyone can do this. While websites used to be prohibitively expensive for sole traders, today it’s possible to get a basic website for as little as ￡300. Find out more about websites for sole traders. //link to Duda page//

Consistent online presence

Establishing and maintaining a consistent online presence is key. Regular updates on platforms like Facebook, Instagram, or LinkedIn don't have to be resource-intensive but should be consistent. This could be as simple as sharing a weekly update about your business, a customer story, or insights into your industry.

Content marketing

Develop a content marketing strategy focused on creating and distributing valuable, relevant, and consistent content. This could be blog posts, how-to guides, or even short videos. The goal is to attract and retain a clearly defined audience, driving profitable customer action over time.

Email marketing

Implementing a regular email newsletter can be a highly effective, low-cost way to keep your business in the minds of your customers. Share updates, industry news, and special offers. The key is to provide value, not just sales pitches.

SEO basics

Invest time in understanding and implementing basic SEO (Search Engine Optimisation) practices. This includes optimising your website content for relevant keywords, ensuring your site is mobile-friendly, and improving page loading speeds. These efforts compound over time, gradually improving your online visibility.

Leverage local SEO

For businesses targeting a local market, local SEO is crucial. This includes claiming your Google My Business listing, encouraging customer reviews, and ensuring your business is listed in local directories.

Small-scale paid advertising

Experiment with small-scale paid advertising campaigns on platforms like Google Ads or Facebook. With a modest budget, you can test different messages and audiences, gaining valuable insights without a significant financial commitment.

Affordable websites

When Selesti started 20 years ago, designing and building websites cost more to achieve less. In 2024, if you’re in a hurry and need a landing page for your new venture, it can cost hundreds, not thousands and take days, not months.?

Community engagement online

Engage with local community groups and forums online. This doesn't necessarily mean promoting your business directly, but rather contributing to conversations, offering advice, and becoming a recognised and trusted member of your community.

Collaborations and partnerships

Collaborate with other local businesses or influencers in your area. This could be through joint promotions, social media shoutouts, or co-hosted events. Such collaborations can be cost-effective and mutually beneficial.

Regular analysis and feedback

Regularly review your digital marketing efforts to see what's working and what isn't. Tools like Google Analytics can provide insights into website traffic and user behaviour, while social media platforms offer analytics on engagement and reach.

Patience and persistence

Perhaps most importantly, understand that digital marketing success doesn't happen overnight. It requires patience, persistence, and a willingness to learn and adapt over time.

Important note!

This probably sounds like a massive load of stuff that you haven’t got time for or the knowledge to do. And it is a massive list…

The key is that you don’t have to do all of these things. Work with a local digital marketing agency like us and we’ll help you focus your budget on activity that fits with the opportunities and your budget.?

The Local Advantage

For small businesses in East Anglia, collaborating with a local digital marketing agency offers unique benefits:

• Local insights: A local agency understands the nuances of the region - its people, its culture, and its market dynamics.
• Personalised service: Smaller, local agencies can provide more personalised, attentive service, aligning closely with your business’s needs.
• Community connection: A local agency like us is part of your community, the Norfolk community, invested in your success not just as a client, but as a neighbour.

We can help!

There's something truly special about Norfolk – it's not just a location but a part of who we are at Selesti. Many of us were born here, while others have chosen to call it home. This deep connection fuels our commitment to seeing local businesses flourish.

While video calls have their place, nothing beats the personal touch of visiting our clients. These meetings, whether for formal reporting, casual lunches, coffee catch-ups, or a celebratory drink, are moments we cherish.

What excites us most is the opportunity to assist local businesses in crafting outstanding websites. Witnessing the tangible effects of our work within the community and supporting these businesses as they expand nationally and internationally is incredibly rewarding.

“Nothing makes us prouder than seeing a local business go from strength to strength with our support.” Ollie Blackmore

Why Norfolk Clients Choose Us

We're fully aware that our strong client relationships are key, yet we recognise that our clients' appreciation stems from the tangible results we deliver. Our approachability, proactive nature, transparency and passion for our work also play a significant role.

While we serve national and international clients and visit them when possible, our local presence in Norfolk offers a unique advantage. Our clients value our proximity, finding comfort in knowing we're just around the corner, especially when collaborating closely on website projects. There's a certain joy and effectiveness in face-to-face interactions that can't be replicated digitally.

Our small business clients like the fact that we can tailor affordable packages to fit a budget. Many smaller businesses can’t commit to regular retainers, so we simply help when we’re needed. Newer businesses and startups also like the fact that we can help them kickstart their marketing on a limited budget - doing ‘a bit of everything’ from building a website to posting on social media.