Even local businesses just like yours need a strong online presence to attract and retain customers. Whether you run a small café, a boutique, or a local service provider, an effective digital marketing plan can help you reach more people in your community and bring them through your doors. For many small business owners, the idea of digital marketing might seem overwhelming, especially with limited budgets and little marketing experience. However, by focusing on simple, actionable steps that drive local traffic, you can create a powerful plan with minimal investment.
This guide is designed to help small business owners with zero marketing knowledge build a practical digital marketing strategy that is easy to follow and implement. It focuses on the ‘how to build’ aspect of your plan, ensuring you target the right customers, choose the most impactful platforms, and set realistic goals for growth. Each step provides clear instructions and examples, allowing you to develop a plan that fits your business and directly boosts foot traffic and sales.
Download and print the 'Location-Based Digital Marketing Plan Checklist'. This way you can mark each task off as you follow each step of this guide.
The goal of this guide is to simplify the process, ensuring that every action you take brings you closer to your primary objective: growing your customer base and increasing in-store visits. By following this step-by-step approach, you’ll build a digital marketing plan tailored to your local business, helping you connect with the community and establish a consistent flow of new customers.
Step 1: Define Your Local Business and Customer Goals
Defining clear goals is the foundation of your digital marketing plan. Knowing exactly what you want to achieve will guide all your marketing efforts, ensuring that every step you take is aimed at reaching your business objectives. This section will help you outline what success looks like for your local business, so you can focus on attracting more customers to your physical location.
What Success Looks Like for Your Business
Start by thinking about what success means for your specific business. This could be increasing the number of customers visiting your shop, improving sales, or boosting awareness of your services in the local community. Your goals should be realistic, specific, and measurable, giving you a clear direction for your marketing activities.
Ask yourself these questions:
How many new customers do I want to attract to my business each week or month?
Example: “I want 30 new customers visiting my café each month.”
What specific product or service do I want to promote?
Example: “I want to increase sales of my homemade cakes by 20% over the next quarter.”
Do I want to increase overall awareness in the local community?
Example: “I want more people in my area to know about our eco-friendly packaging.”
Action Step: Write down two or three key goals that are focused on increasing foot traffic to your location or boosting sales. Ensure they are measurable (e.g., a percentage increase in sales, a specific number of new visitors, or awareness metrics like social media followers or reviews).
Setting Foot Traffic and Sales Targets
Once you have defined what success looks like, it’s important to set specific targets for both foot traffic (the number of people visiting your physical location) and sales. These targets will help you track progress and make necessary adjustments to your marketing plan.
Foot Traffic Targets:
Foot traffic targets give you a measurable way to know if your efforts are working. For example, if you own a local bakery, you might want to set a target of increasing daily visitors by 10% over the next three months. If you're currently getting 50 visitors per day, your target would be 55 visitors per day by the end of your campaign.
Example:
Current foot traffic: 50 visitors per day.
Target: 10% increase in foot traffic over three months.
New target: 55 visitors per day by the end of the third month.
Sales Targets:
Sales targets can be specific to particular products or your overall business revenue. If you’re looking to boost sales for a particular item, like a best-selling product or service, set a clear percentage or number increase. For instance, if you’re selling handmade jewellery, you might set a goal to sell 20 more pieces each month.
Example:
Current sales: 100 items per month.
Target: Increase sales by 15% over the next quarter.
New target: 115 items per month.
Action Step: Set specific foot traffic and sales targets that are tied to your business goals. These targets should be realistic but challenging enough to push your marketing efforts. Make sure to write them down so you can track your progress as you implement your plan.
By clearly defining your local business goals and setting measurable foot traffic and sales targets, you’ll have a clear idea of what success looks like for your business. These goals will guide your marketing decisions and help you focus on attracting new customers to your location.
Step 2: Understand Your Local Audience
To build an effective digital marketing plan, you need to understand who your local customers are. Identifying your target audience and understanding their needs and motivations will help you tailor your marketing efforts to attract more people to your business location. The better you know your audience, the easier it will be to create content and campaigns that speak directly to them and encourage them to visit your shop, café, or office.
Identifying Your Local Customers
The first step in understanding your audience is identifying who they are. You need to think about the types of people who are most likely to visit your business and purchase your products or services. This could include factors such as age, gender, occupation, income, lifestyle, and location.
Ask yourself these questions:
Who currently visits my business?
Example: “Most of my customers are young professionals living within a 3-mile radius of my shop.”
What do my ideal customers look like?
Example: “I want to attract busy parents looking for quick, healthy lunch options.”
Where are my customers coming from?
Example: “Many of my customers live in the neighbourhood, but I also get a lot of foot traffic from nearby offices.”
Action Step: Create a simple customer profile by listing the main characteristics of your current and ideal customers. This profile will guide your marketing content and ensure you’re targeting the right people.
Example:
Age: 25-45
Gender: Mostly female
Occupation: Professionals and busy parents
Location: Lives or works within 5 miles of my business
Interests: Convenience, healthy food, local products
Understanding Their Needs and Motivations
Once you’ve identified who your local customers are, the next step is to understand what drives them to visit your business. This includes their needs, desires, and what motivates them to make a purchase or visit your physical location. Understanding these factors will help you create marketing messages that resonate with your audience and encourage them to take action.
Ask yourself these questions:
What problem does my business solve for my customers?
Example: “I provide healthy, affordable meals for people who don’t have time to cook.”
Why do customers choose my business over others?
Example: “Customers come to my shop because they love my locally sourced ingredients and personal service.”
What motivates my customers to visit?
Example: “My customers are motivated by convenience, quality, and supporting local businesses.”
Action Step: Write down the key needs and motivations of your customers, focusing on what makes them choose your business over others. Use this information to shape your messaging and promotions.
Example:
Need: Quick, healthy meal options
Motivation: Supporting local, organic produce
Why they visit: Convenient location near offices, competitive pricing, and a friendly atmosphere
Starting Quality Conversations with Your Target Customers
Understanding your local audience also allows you to start quality conversations with them, both online and in-person. Knowing what they value helps you create content that engages them and builds relationships. For instance, if your customers are passionate about sustainability, sharing stories about your eco-friendly practices will resonate with them and encourage them to visit your business.
Example:
If you run a local clothing shop and your audience cares about ethical fashion, start conversations by posting about your sustainable sourcing practices or local partnerships. Engage with customers by asking for their opinions or feedback on new product lines.
Action Step: List a few conversation starters or topics that will help you engage with your target customers, both online and in person. These should align with your audience’s needs and motivations.
Example:
“Did you know we source all our products from local farmers? Visit us today to learn more about our new seasonal menu!”
“We’re committed to sustainable fashion – what do you think of our latest ethically sourced clothing range?”
By identifying who your local customers are and understanding their needs and motivations, you’ll be able to create a digital marketing plan that speaks directly to them. This will help you build stronger relationships and encourage more people to visit your business.
Step 3: Define Your Core Message
Your core message is what sets your business apart and tells local customers why they should choose you over your competitors. It’s the foundation of your digital marketing plan because it shapes how you communicate with potential customers. Having a clear, simple, and engaging core message ensures your marketing efforts are consistent and focused, making it easier for customers to understand what you offer and why they should visit your business.
What Makes Your Business Unique?
The first step to defining your core message is identifying what makes your business different. This could be anything from the products you sell, the service you provide, your location, or how you engage with your local community. Your unique selling point (USP) should reflect what you do best and why local customers would benefit from visiting you.
Ask yourself these questions:
What do I offer that other local businesses don’t?
Example: “I offer a personalised experience where every customer gets tailored advice.”
What makes my products or services special?
Example: “We use organic, locally sourced ingredients in all our meals.”
How does my business benefit the local community?
Example: “I support local suppliers and employ people from the area.”
Action Step: Write down two or three things that make your business unique. These should highlight what sets you apart and why customers should come to you.
Example:
Locally sourced, organic ingredients in every dish.
A welcoming, family-friendly atmosphere.
Personalised shopping experience with expert advice.
Crafting a Message That Attracts Local Customers
Once you’ve identified what makes your business unique, it’s time to craft a message that speaks directly to your local customers. This message should be simple, clear, and focus on what your customers care about most. It should explain why they should visit your physical location and how your business can meet their needs.
Steps to Craft Your Core Message:
Focus on the Customer’s Needs
Think about how your business solves a problem or fulfils a need for your customers. Your message should highlight the benefits of visiting your business, not just the features of what you sell.
Example: If you run a local coffee shop, instead of saying “We sell coffee,” your message could be: “Enjoy a relaxing break with locally roasted coffee and homemade treats.”
Keep It Simple and Clear
Your message should be easy to understand and quick to communicate. Avoid using jargon or complicated language. The goal is to make sure anyone can read your message and immediately understand why they should visit your business.
Example: For a small florist, your message could be: “Brighten someone’s day with fresh, locally grown flowers, delivered straight from our shop to your doorstep.”
Appeal to Local Pride
Highlighting your connection to the local community can be a powerful way to attract customers. If you support local suppliers, participate in community events, or have been a long-standing business in the area, make sure this is part of your message. People are more likely to support businesses that are invested in their community.
Example: If you own a bakery, your message might be: “Baking fresh bread daily using flour from local farms – supporting our community one loaf at a time.”
Action Step: Write down a short, engaging message that combines what makes your business unique with how you meet your local customers’ needs. Make sure it’s easy to understand and reflects your connection to the community.
Example Core Message:
“At Joe’s Coffee, we serve locally roasted coffee and homemade pastries in a warm, welcoming space. Perfect for a quick break or catching up with friends – all while supporting local suppliers.”
Starting Quality Conversations with Your Core Message
Your core message should also help you start meaningful conversations with your customers, both online and in person. Use it to create content that engages people and builds a connection with your local audience.
Examples of Conversation Starters Using Your Core Message:
Social Media Post: “Looking for a cosy spot to relax? Come to Joe’s Coffee for locally roasted coffee and homemade pastries! What’s your go-to treat?”
In-Store Signage: “Welcome to Joe’s Coffee! We’re proud to serve locally roasted coffee and support our community with every cup. Ask us about our local suppliers!”
Action Step: Write down two or three examples of how you’ll use your core message to start conversations with your customers, whether on social media, your website, or in person.
By defining what makes your business unique and crafting a message that resonates with your local customers, you’ll create a solid foundation for your digital marketing plan. This core message will guide all your marketing efforts, ensuring they are consistent, clear, and focused on driving people to visit your business.
Step 4: Establish Your Online Presence as Part of the Plan
Establishing a strong online presence is essential for helping local customers discover your business and visit your physical location. When creating your digital marketing plan, focus on selecting the right platforms that will connect you with your target audience. A well-structured online presence allows customers to easily find key information, such as your location, opening hours, and what you offer. This is crucial for driving foot traffic to your business.
Choosing the Right Platforms for Your Business
With so many online platforms available, it’s important to choose the ones that will have the most impact for your local business. Not every platform will be relevant to your audience, so focus on the ones that help you reach the most local customers with minimal effort and cost.
Step-by-step action for selecting platforms:
Start with Google Business Profile
This is essential for local businesses. Google Business Profile allows your business to appear in local search results and on Google Maps, helping people in your area find you easily. Ensure your profile is part of your digital marketing plan.
Example: If someone searches for “local butcher near me,” having a Google Business Profile will increase the chances of your shop appearing in their search results.
Consider Social Media Platforms
Choose one or two social media platforms where your target audience is most active. For many small businesses, Facebook and Instagram are popular choices due to their local community features and ability to showcase products and promotions.
Example: If you own a hair salon, Instagram might be the best platform to post before-and-after photos of haircuts, which could attract local customers to book appointments.
Evaluate the Need for a Simple Website
Even a basic website can provide vital information about your business, such as your address, contact details, and services. It can act as a hub where customers can easily find out everything they need to know before visiting your location. If creating a website feels overwhelming, consider using platforms like Wix, which offer simple templates.
Example: A small bakery might create a simple website showing its location, daily menu, and opening hours, with an option for customers to sign up for email updates.
Action Step: Write down the platforms you’ll include in your online presence. Make sure you focus on those most relevant to your local audience and easy for you to manage.
Example:
Google Business Profile
Instagram for product photos
Basic website for contact details and weekly specials
Ensuring Local Customers Can Find Your Physical Location
One of the primary goals of your online presence is to make it easy for customers to find your physical business location. Ensuring that all your digital platforms provide clear, up-to-date information about where you are located is a key part of your plan.
Step-by-step action for making your location easy to find:
Consistent Contact Information
Across all your online platforms, make sure your business name, address, phone number, and opening hours are consistent and clearly visible. This includes your Google Business Profile, website, and social media accounts. Any inconsistency can confuse potential customers and reduce trust in your business.
Example: A florist should ensure that their business address is correct and consistent on Google Business Profile, their website, and any social media pages.
Use Google Maps to Pinpoint Your Location
When setting up your Google Business Profile, make sure your business appears accurately on Google Maps. This allows local customers to find directions to your store or shop easily. Encourage customers to use the map feature, especially if your location is tricky to find.
Example: If you run a small bookshop in a quiet street, having accurate directions on Google Maps will help customers navigate to you without hassle.
Include Location Information in Social Media Bios and Posts
On social media, always include your business location in your bio or about section, and regularly mention it in your posts. This helps new followers know where to find you and reminds your audience that you’re a local business. Use your posts to invite people to visit in person.
Example: A local café might regularly post photos of their daily specials with a caption such as, “Pop by for a freshly brewed coffee! Find us at 123 High Street, open from 8am.”
Add Location-Specific Keywords to Your Website
If you have a website, ensure you include local keywords that will help customers find you through search engines. This means mentioning your town, city, or neighbourhood in your website copy, such as “Visit our bakery in central Bristol.”
Example: A mechanic in Manchester could include phrases like “Car repairs in Manchester” or “MOT services near Manchester city centre” on their website to help customers find their services.
Action Step: Ensure that all platforms you use consistently provide your business’s location, and create a plan to regularly update this information if needed.
Example:
Google Business Profile includes accurate address and map location.
Website and social media feature clear address and opening hours in prominent places.
Location keywords like “local” and the name of your area are used in website content.
By choosing the right platforms and ensuring that local customers can easily find your physical location, you’ll lay a strong foundation for your digital marketing plan. Having a clear and consistent online presence will drive more foot traffic to your business and help you stand out to nearby customers.
Step 5: Plan Your Local Search Strategy
A well-planned local search strategy is essential for ensuring your business is easily found by potential customers who are searching for products or services in your area. By appearing in local search results, particularly on Google, you increase the chances of attracting new customers to your physical location. In this section, we’ll focus on how to build a strategy that helps boost your visibility through local search.
Using Local Search to Increase Visibility
Local search helps your business appear when potential customers search for products or services near them. This is particularly important for businesses with a physical location because it ensures your business is visible to people in your area who are actively looking for what you offer.
Step-by-step action for planning your local search strategy:
Optimise Your Google Business Profile
As part of your local search strategy, make sure your Google Business Profile is optimised and regularly updated. This is the most important tool for helping your business appear in Google’s local search results and on Google Maps. Include your address, phone number, business hours, and photos of your location and products.
Example: If you own a local pet shop, update your Google Business Profile to show your latest opening hours, include photos of the shop, and ensure your address is accurate so customers can easily find you on Google Maps.
Focus on Customer Reviews
Encourage customers to leave positive reviews on your Google Business Profile, as these help improve your ranking in local search results. Make this a key part of your local search strategy. The more high-quality reviews you have, the more likely you are to appear when people search for businesses like yours.
Example: A local café could ask customers to leave a review after their visit by offering a small discount on their next coffee for each review posted.
Ensure NAP Consistency (Name, Address, Phone Number)
Make sure your business name, address, and phone number (NAP) are consistent across all online platforms. Inconsistent information can confuse search engines and reduce your chances of appearing in local search results. This means that your details should be the same on your website, social media, and online directories like Yell or TripAdvisor.
Example: A small bakery should ensure the same business name and contact details are used on their Google Business Profile, website, Facebook page, and any local listings.
Use Google Analytics (GA4) to Track Local Search Performance
Plan to use Google Analytics (GA4) to track how customers are finding your business online. You can monitor website traffic from local searches, see which keywords are driving visits, and track conversions. This will help you refine your local search strategy over time.
Example: If a local florist sees that more visitors are coming from searches for “flower delivery near me,” they can adjust their strategy to promote this service more heavily.
Action Step: Ensure your Google Business Profile is complete and accurate, and develop a plan for gathering customer reviews. Write down how you’ll maintain NAP consistency and use Google Analytics (GA4) to track performance.
Example:
Optimise Google Business Profile with photos, updated hours, and contact details.
Create a plan for requesting customer reviews after purchases.
Check NAP consistency across all platforms monthly.
Monitor local search traffic using Google Analytics (GA4).
Identifying Key Search Phrases for Your Business
To build a successful local search strategy, you need to identify the search phrases (keywords) that potential customers are using to find businesses like yours. These local keywords will help ensure your business appears in relevant search results when people in your area are looking for what you offer.
Step-by-step action for identifying local search phrases:
Think Like Your Customers
Consider what your customers would type into Google when searching for your products or services. These will often include local modifiers like “near me” or specific town or neighbourhood names. Focus on simple, direct search phrases that match what people are likely to use.
Example: A small bike repair shop might identify phrases like “bike repair near me” or “bicycle maintenance in Leeds” as key search terms.
Make a List of Local Keywords
Write down a list of keywords that describe your business and the location. Include the types of products or services you offer and the area you serve. The list should include variations like “[business type] near me,” “[product or service] in [town/city],” and any relevant neighbourhood names.
Example of keyword list for a bakery:
“bakery near me”
“fresh bread in Brighton”
“artisan bakery in [neighbourhood name]”
Use Free Tools to Find More Keywords
Tools like Ahrefs Free Keyword Generator or Keywords People Use can help you find additional keyword ideas that are relevant to your business. These tools show you the types of search phrases people in your area are using and give you insight into what to focus on.
Example: A restaurant in Manchester might use a keyword generator tool to find search terms like “best restaurants in Manchester” or “dinner near Manchester city centre.”
Incorporate Keywords into Your Digital Presence
Once you’ve identified your key search phrases, make sure they’re used throughout your website, social media, and Google Business Profile. This will improve your chances of appearing in local search results. Be natural in your use of these keywords—avoid overstuffing content, but ensure they’re placed in key locations such as headings and descriptions.
Example: A gym could update its website’s homepage to include phrases like “state-of-the-art gym in Birmingham” and “fitness classes near Birmingham city centre.”
Action Step: Create a list of local search phrases that are relevant to your business. Plan to incorporate these keywords across your website, Google Business Profile, and social media to improve your visibility in local searches.
Example keyword plan for a hair salon:
Keywords: “hair salon near me,” “haircuts in [town],” “local hairdresser”
Use these in your website’s “About Us” section, Google Business Profile description, and social media posts.
By building a strong local search strategy and identifying key search phrases, you’ll ensure your business is visible to local customers who are actively looking for what you offer. This will increase your chances of being found online and help drive more foot traffic to your physical location.
Step 6: Plan Your Social Media Approach
A well-thought-out social media approach can be a powerful tool for driving local customers to your business. When planning your digital marketing strategy, it’s important to select the right platforms and craft content that engages your audience and encourages them to visit your physical location. Social media allows you to build relationships with local customers and keep them updated on your latest offers and events, all while requiring minimal investment.
Selecting the Right Social Media Platforms
Not all social media platforms are suited to every business, so it’s important to choose the ones that will have the most impact for your local audience. The goal is to reach the right people where they’re already spending time online, without spreading yourself too thin by trying to manage multiple platforms.
Step-by-step action for selecting the right platforms:
Identify Where Your Customers Are Active
Think about where your local customers are most likely to engage with businesses. If you’re targeting younger customers, platforms like Instagram or TikTok might be more effective. For an older or more professional audience, Facebook or LinkedIn may be better. Choose one or two platforms where you can focus your efforts.
Example: A family-owned bakery might choose Instagram to share appealing images of fresh bread and cakes, while a local accounting firm might use LinkedIn to connect with local businesses.
Consider the Type of Content You’ll Share
Different platforms are better suited to different types of content. If your business relies on visuals (such as a café or florist), Instagram or Facebook may be the best options. If you prefer sharing tips or industry insights (for example, if you run a consultancy), LinkedIn might be a good fit.
Example: A yoga studio could use Instagram to post photos and videos of classes, while a local plumbing service might find Facebook more suitable for sharing customer reviews and promotions.
Focus on What You Can Manage
It’s better to be active on one or two platforms where you can regularly post content, rather than trying to manage several and struggling to keep up. Focus on the platforms that you find easiest to use and where your audience is most likely to engage.
Action Step: Choose one or two social media platforms that align with your business and target audience. Write down which platforms you’ll use and why.
Example:
Platform: Instagram
Why: Ideal for sharing photos of my bakery products and promoting new specials.
Platform: Facebook
Why: Most of my customers are local families who use Facebook, and I can promote offers and events easily.
Crafting Content to Encourage Local Visits
Once you’ve selected the right social media platforms, the next step is to create content that engages your audience and encourages them to visit your business. Your content should highlight what’s special about your business and motivate local customers to come and see you in person.
Step-by-step action for crafting engaging content:
Showcase Your Products or Services
Create posts that highlight your products, services, or special offers. Use high-quality photos or videos that show what customers can expect when they visit. You want to make it easy for customers to see the value of visiting your location.
Example: A local coffee shop could post a picture of a new seasonal drink with the caption, “Come and try our limited edition pumpkin spice latte – available now in-store!”
Promote Local Events and Offers
Share updates about any local events you’re hosting or participating in, as well as special offers that are only available in-store. This helps create a sense of urgency and gives customers a reason to visit your business sooner rather than later.
Example: A hair salon might post, “Book now for 10% off all haircuts this weekend – available only to customers who visit our Manchester location.”
Engage Your Audience with Questions and Polls
Encourage interaction by asking questions or using polls that get people talking. This can help you learn more about your audience’s preferences while keeping your business top-of-mind. You can also ask for feedback on products or services, which makes customers feel involved in your business.
Example: A local florist could post a poll asking, “Which bouquet should we feature next? 🌸 Roses or 🌻 Sunflowers? Vote below!” This engages customers and gives them a reason to visit in-store to see the winning bouquet.
Highlight Customer Reviews and Testimonials
Sharing positive reviews or testimonials from satisfied customers helps build trust and encourages new customers to visit. It’s especially effective when you can share reviews that mention your business’s location or the experience of visiting in person.
Example: A gym might share a member’s testimonial: “I’ve been coming to FitGym for 3 months now, and the friendly staff make every visit a pleasure. If you’re looking for a local gym with a great atmosphere, this is the place!”
Create Location-Based Content
Highlight your physical location in your posts by using local hashtags, mentioning nearby landmarks, or tagging your business’s location. This helps ensure that people in your area can easily find you on social media and encourages local foot traffic.
Example: A pub might post a photo of its outdoor seating area with the caption, “Enjoy a pint in the sunshine this weekend! We’re just down the road from the local park – stop by and say hello! 🍻 #LocalPub #WeekendPlans.”
Action Step: Plan a few types of content that will engage your audience and encourage them to visit your business. Write down examples of the content you’ll create and the types of posts that align with your goals.
Example:
Post photos of new bakery products on Instagram, inviting customers to come and try them in-store.
Share customer reviews on Facebook and offer a limited-time discount for visitors who mention the review.
Use Instagram polls to ask customers which new product they’d like to see in-store next.
By carefully selecting the right social media platforms and crafting content that encourages local visits, you can drive more foot traffic to your business and engage your community in a meaningful way. Social media can be a cost-effective, high-impact tool in your local digital marketing plan when used thoughtfully.
Step 7: Creating a Local Promotions Calendar
A well-planned promotions calendar can be a powerful tool for driving foot traffic to your business. By organising your events and offers throughout the year, you’ll keep your business top-of-mind for customers and ensure a steady flow of visitors to your location. This section will help you build a local promotions calendar that aligns with your digital marketing plan and is easy to follow.
Planning Events and Promotions to Drive Foot Traffic
Creating a calendar of events and promotions is a straightforward way to attract customers to your business. Your promotions should be planned around key dates, seasonal trends, and local community activities. This not only makes your business more visible but also encourages customers to visit in person, especially when they know there’s something special going on.
Step-by-step action for planning local promotions:
Identify Key Dates for Promotions
Start by listing important dates in your calendar where promotions or events make sense. Consider national holidays, seasonal trends, or community events that align with your business. Plan ahead so you can prepare in advance and promote your offers at the right time.
Example: A gift shop might plan promotions for Valentine’s Day, Mother’s Day, or Christmas to align with key shopping periods.
Create Seasonal Offers
Tailor your promotions to the changing seasons and trends in your local area. Offering seasonal products, discounts, or limited-time offers can create a sense of urgency and encourage customers to visit sooner. Be sure to plan these offers in advance so you can promote them effectively.
Example: A local café could offer a “Summer Smoothie Special” during the warmer months, inviting customers to stop by for a refreshing drink.
Host Local Events
Consider hosting in-store events or collaborating with other local businesses to create special experiences for your customers. These events can attract new visitors, create buzz around your business, and help you engage with your community. Include these events in your calendar so you can promote them well in advance.
Example: A hair salon could host a “Ladies Night” with discounted services and free consultations, encouraging groups of friends to visit the salon together.
Plan Regular Promotions
In addition to seasonal events, plan regular promotions that happen monthly or quarterly. These recurring offers give customers something to look forward to and can help maintain a steady stream of visitors throughout the year. Make sure to include these in your calendar so they’re consistent.
Example: A local bookshop might run a “Buy One, Get One Half-Price” promotion every last weekend of the month, bringing in customers looking for a deal.
Track Success and Adjust for Future Promotions
As part of your promotions planning, make note of what worked well and what didn’t. Use tools like Google Analytics (GA4) to track the online engagement and foot traffic that resulted from each promotion. This data will help you refine your future offers and make sure they’re driving the desired results.
Example: A restaurant might track how many customers responded to an online promotion offering 10% off dinner during a particular week and use that data to adjust future offers.
Action Step: Identify key dates and events relevant to your business and community, and write them down in a calendar. Plan out seasonal and regular promotions around these dates, ensuring they’re realistic and easy to implement.
Example Local Promotions Calendar for a Boutique:
January: New Year’s Sale - 20% off winter clothing
March: Mother’s Day Special - Free gift wrapping with every purchase
June: Summer Fashion Event - 15% off all dresses
August: Back-to-School Promotion - Buy one, get one half-price on school bags
December: Christmas Gift Promotion - 10% off all gift items and accessories
Aligning Your Promotions with Your Marketing Plan
To ensure your promotions are as effective as possible, they need to be aligned with your overall marketing plan. This means ensuring your promotions support your business goals, target the right audience, and are communicated through the appropriate channels.
Step-by-step action for aligning promotions with your marketing plan:
Link Promotions to Your Business Goals
Each promotion should support your broader business objectives. For example, if your goal is to increase foot traffic, your promotions should encourage customers to visit in person, rather than focusing on online sales. Make sure each promotion is aligned with your key marketing goals, such as boosting sales or building awareness in the local community.
Example: If your goal is to increase foot traffic to your bakery, offer an in-store only promotion such as “Buy 1 Get 1 Free on all cupcakes, in-store only this Saturday.”
Target the Right Audience with Each Promotion
Tailor your promotions to the audience segments that are most relevant. Think about what your customers are looking for at different times of the year and how you can meet those needs. Make sure the promotion speaks directly to their interests and encourages them to visit your business.
Example: If your goal is to attract families, a toy shop could run a “School Holiday Special” with discounts on children’s games and toys, advertised to parents in the area.
Promote Your Events and Offers Across Multiple Channels
Your promotions need to be communicated effectively through your chosen marketing platforms. Use your social media, website, and email newsletters to spread the word about upcoming events and offers. Ensure that the messaging is consistent and aligned with your core message.
Example: A local restaurant could promote a “Father’s Day Lunch Special” through their Facebook page, Instagram, and Google Business Profile to reach as many local customers as possible.
Track Promotion Performance and Adjust
Finally, track the performance of your promotions and use the data to adjust your marketing plan as needed. You can monitor the effectiveness of each promotion through foot traffic, sales, and online engagement (such as clicks, likes, or shares). If one promotion works particularly well, make a note to repeat or expand it next year.
Example: A florist might track how many customers visited their shop during a Valentine’s Day promotion and use this data to plan a bigger promotion for next year.
Action Step: For each promotion, align it with your marketing goals, target audience, and preferred marketing channels. Write down how each promotion will be communicated and how it supports your broader business objectives.
Example for a Café’s Summer Smoothie Promotion:
Goal: Increase foot traffic by 20% in the summer months
Target Audience: Local office workers and students
Channels: Promote via Instagram and Facebook, post flyers in local gyms and schools
Tracking: Monitor foot traffic and use Google Analytics (GA4) to track engagement with social media posts
By creating a local promotions calendar and aligning it with your marketing plan, you’ll have a clear roadmap for driving foot traffic and engaging your community throughout the year. This will help you keep your business relevant, maintain customer interest, and grow your local customer base.
Step 8: Set Your Realistic Budget for Local Digital Marketing
Setting a realistic budget for your local digital marketing efforts is essential to ensure you’re making the most of your resources. A well-planned budget helps you allocate funds to the platforms and activities that will have the biggest impact, all while keeping costs manageable. This section will guide you through the process of building a budget that aligns with your business goals and maximises your return on investment.
Allocating Your Budget Across Platforms
When creating a digital marketing budget, it’s important to allocate your spending across the platforms that are most relevant to your local audience. Focus on the platforms that will give you the best visibility for your business and attract the most foot traffic with minimal investment.
Step-by-step action for allocating your budget:
Assess Which Platforms Will Benefit Your Business Most
Start by reviewing the platforms you’ve selected as part of your digital marketing plan. These could include Google Business Profile, social media platforms like Facebook or Instagram, and possibly a simple website. Allocate a portion of your budget to maintain and update these platforms, making sure your business details are always accurate and up to date.
Example: A small café might decide to focus their budget on maintaining their Google Business Profile and running occasional promotions on Instagram.
Prioritise Free or Low-Cost Options
Take advantage of free tools wherever possible, especially when starting out. Google Business Profile is free to set up and maintain, while platforms like Instagram and Facebook offer free posting options. Allocate funds for paid features only where you think they’ll bring the most impact, such as boosting a post or running an ad.
Example: A local bakery could allocate most of its budget towards organic (free) social media content, but set aside a small amount to boost posts promoting seasonal offers.
Set Aside a Budget for Paid Ads
If you’ve decided to run paid ads, such as Google Ads or social media ads, it’s important to determine how much you’re willing to spend. Start small to see what works and adjust your spending as needed. Allocate a specific portion of your budget to testing different types of ads and promotions.
Example: A hair salon could decide to spend £100 a month on Google Ads targeting keywords like “hair salon near me” and track how many bookings are generated.
Consider Additional Costs for Content Creation
Depending on your business, you may need to allocate some of your budget towards creating content, such as professional photos, videos, or graphic design. If your business relies on visuals to attract customers, high-quality content can make a big difference. However, keep these costs low by using free tools or creating content in-house where possible.
Example: A local florist might invest in a one-time photoshoot to create high-quality images for social media and website use, allocating part of their budget to this expense.
Action Step: Write down the platforms you’ll invest in and decide how much of your budget will be allocated to each one. Prioritise free or low-cost options first and set aside a portion of your budget for paid ads or content creation if needed.
Example Budget Allocation for a Boutique:
Google Business Profile: Free
Instagram Organic Posts: Free
Instagram Boosted Posts: £50/month
Website Maintenance: £20/month
Content Creation (seasonal photoshoot): £100 (one-time)
Determining How Much to Spend on Local Ads
Running local ads can be an effective way to increase foot traffic to your business, but it’s important to set a realistic budget that fits within your overall marketing plan. Whether you’re using Google Ads, Facebook Ads, or Instagram Ads, starting with a small budget allows you to test what works before scaling up.
Step-by-step action for determining your ad spend:
Set Clear Goals for Your Ads
Before determining how much to spend, set clear goals for your advertising efforts. Are you looking to increase foot traffic, promote a special offer, or grow brand awareness? Your goals will help guide your spending. If you’re new to paid advertising, start small and increase your budget once you see results.
Example: A local restaurant might set a goal of increasing foot traffic by 15% over the next three months by running Facebook Ads promoting a new lunch menu.
Decide on a Monthly Ad Spend
Determine how much you’re comfortable spending each month on local ads. A good starting point for small businesses is to dedicate 5-10% of your overall marketing budget to paid ads. Remember, you can always adjust your budget as you track the effectiveness of your ads.
Example: A small fitness studio might allocate £75 per month for Facebook Ads and £50 for Google Ads, aiming to attract new members to sign up for classes.
Test and Refine Your Ad Spend
Start with a small budget and test different types of ads to see what works best for your business. You can experiment with targeting different local audiences, trying different messaging, or promoting different offers. Use Google Analytics (GA4) to track how your ads are performing and adjust your spending based on the results.
Example: A clothing store might run two types of ads on Instagram – one promoting a seasonal sale and another highlighting new arrivals. They could spend £50 on each ad and monitor which one brings more in-store visits.
Track Your Return on Investment (ROI)
It’s important to keep track of how much your ads are bringing in compared to how much you’re spending. Use Google Analytics (GA4) to monitor website traffic from ads, and track in-store sales or foot traffic that results from your advertising efforts. Adjust your budget to focus on the ads that provide the best ROI.
Example: If a local pub sees an increase in bookings from their Google Ads promoting “live music nights,” they may decide to increase their ad budget for similar events in the future.
Action Step: Decide on a starting budget for local ads, and write down your goals for each ad campaign. Track the performance of your ads and adjust your spending based on the results.
Example Ad Budget for a Restaurant:
Facebook Ads for Lunch Specials: £75/month
Google Ads for “Restaurants Near Me”: £100/month
Testing Instagram Ads for Weekend Promotions: £50/month
By setting a realistic digital marketing budget and allocating your funds effectively, you’ll be able to make the most of your marketing efforts with minimal investment. Start with small, manageable spending across the platforms that matter most to your business and refine your budget based on the results you see. This ensures you’re making smart decisions with your budget while maximising the impact on your local customer base.
Step 9: Track Your Results and Adjust the Plan
Tracking the results of your digital marketing efforts is essential to understanding what’s working and where you may need to make adjustments. By measuring the right metrics, you’ll be able to see if your local marketing strategy is helping to drive more foot traffic, increase sales, or build awareness in your community. This section focuses on how to choose the key metrics for your business and how to regularly review and adjust your plan for maximum impact.
Deciding on Key Metrics to Measure Success
To effectively track the performance of your digital marketing plan, you need to identify the key metrics that align with your business goals. These metrics will help you measure the success of your efforts and guide you in refining your approach.
Step-by-step action for deciding on key metrics:
Align Metrics with Your Goals
Start by looking at the specific goals you set in your marketing plan. Whether your goal is to increase foot traffic, boost in-store sales, or raise awareness about your business, your metrics should directly reflect these objectives. Choose metrics that give you a clear picture of how well you’re meeting your targets.
Example: If your goal is to increase foot traffic by 20%, one of your key metrics will be the number of in-store visitors over time.
Choose Metrics That Measure Local Impact
Since your focus is on attracting local customers, prioritise metrics that show how well you’re reaching people in your area. For example, Google Analytics (GA4) can help you track how many local visitors are finding your website or Google Business Profile. You can also monitor engagement on your social media pages and the effectiveness of local ads.
Example: A café might track the number of website visits from people within a 5-mile radius, as well as the number of calls or requests for directions from Google Business Profile.
Use Customer Feedback as a Metric
In addition to digital metrics, customer feedback can provide valuable insights into how your marketing efforts are being received. Consider using customer reviews, in-store surveys, or social media comments as part of your tracking process.
Example: A local bookshop might ask customers how they heard about a recent in-store promotion, and use this feedback to refine future marketing activities.
Action Step: Write down the key metrics you’ll use to measure the success of your marketing efforts. These should align with your goals and provide clear insights into your progress.
Example Key Metrics for a Hair Salon:
Number of new bookings per month
Number of local website visitors (tracked via Google Analytics GA4)
Increase in Google Business Profile engagement (calls, requests for directions)
Customer feedback and reviews mentioning in-store experiences
Reviewing and Adjusting Your Plan Regularly
Once you’ve decided on the metrics to track, it’s important to regularly review your marketing plan and make adjustments based on your findings. This ensures you stay on track to achieve your goals and allows you to refine your approach as needed.
Step-by-step action for reviewing and adjusting your plan:
Set a Regular Review Schedule
Establish a schedule for reviewing your metrics and adjusting your marketing plan. Monthly reviews are a good starting point, as they allow you to track progress over a manageable time frame without overwhelming yourself. During these reviews, check how well you’re meeting your targets and where improvements can be made.
Example: A local clothing shop might review their metrics at the end of each month to track foot traffic and sales, using this data to plan promotions for the following month.
Analyse What’s Working and What’s Not
Use your key metrics to identify which aspects of your marketing plan are delivering the best results. Look for patterns in customer behaviour, such as an increase in foot traffic during certain promotions or a spike in social media engagement after specific posts. Conversely, if certain tactics aren’t bringing results, you may need to revise them.
Example: A bakery might notice that Instagram posts featuring seasonal products lead to a noticeable increase in foot traffic, while Facebook posts promoting general items have less impact. Based on this, they could focus more on Instagram content that highlights seasonal offers.
Refine Your Marketing Plan Based on Results
After reviewing your metrics, make adjustments to your marketing plan to improve future performance. This could involve reallocating your budget, changing the frequency or type of content you post, or refining your promotional offers. Use the data you’ve gathered to make informed decisions.
Example: A gym that sees strong results from local Google Ads but minimal engagement on social media might decide to increase their Google Ads budget and reduce time spent on social media posts.
Set New Targets Based on Your Progress
As you make adjustments to your plan, set new, realistic targets based on your progress so far. These updated goals should reflect the lessons you’ve learned from tracking your metrics and help you continue growing your customer base.
Example: If a florist originally set a goal of increasing foot traffic by 15% but achieved this within two months, they might adjust their goal to a 25% increase in foot traffic over the next quarter.
Action Step: Set a regular review schedule and write down how you will analyse your results. Plan to adjust your marketing plan based on what’s working and set new goals as you achieve your targets.
Example Review Process for a Local Café:
Review key metrics (foot traffic, Google Business Profile requests for directions) at the end of each month
Identify which promotions or posts drove the most foot traffic
Adjust social media content to focus on high-performing posts (e.g., seasonal menu items)
Update the marketing plan to set new targets for foot traffic in the following month
By regularly tracking your results and adjusting your marketing plan, you’ll ensure that your local digital marketing efforts stay effective and aligned with your business goals. Measuring the right metrics allows you to see what’s working and gives you the information you need to make smart decisions that will drive more customers to your location.
Step 10: How to Write Your Local Digital Marketing Plan
Writing your local digital marketing plan helps you create a clear roadmap for attracting more customers to your business. It ensures you stay focused on the key areas that will drive local foot traffic and keep your marketing efforts organised. In this section, we will walk through how to structure your plan for maximum impact, ensuring that it is simple to follow and tailored to your local audience.
Structuring Your Plan for Maximum Impact
A well-structured marketing plan is easy to follow and keeps you on track to meet your business goals. When writing your plan, you want to create a simple yet effective framework that outlines your key objectives, the actions you’ll take, and how you’ll measure success.
Step-by-step action for structuring your plan:
Start with Your Business Goals
Begin your plan by outlining your main business goals. These should be specific and measurable, giving you clear targets to aim for. Focus on what you want to achieve in terms of driving local foot traffic and increasing sales or awareness.
Example: A small café’s goal might be to increase in-store visits by 20% over the next three months, or to boost sales of their new lunch menu.
Define Your Target Audience
Clearly identify who your local customers are. This should include basic demographics (age, gender, location) as well as their needs and motivations. Knowing your audience will guide the rest of your plan and help you tailor your marketing efforts to their preferences.
Example: A local gym might define their target audience as “young professionals aged 25-40 who live within 5 miles and are looking for convenient fitness options.”
Outline the Platforms You’ll Use
List the digital platforms that will be central to your marketing efforts. These could include Google Business Profile, Instagram, Facebook, or a simple website. Make sure these platforms are relevant to your target audience and aligned with your overall goals.
Example: A florist might include Google Business Profile to ensure they appear in local search results, and Instagram to showcase beautiful images of their flower arrangements.
Set Your Marketing Budget
Include a section in your plan that details how much you’ll allocate for digital marketing. This should cover both free and paid options, with a realistic budget that aligns with your business size. Break down the costs for things like ads, content creation, or boosting social media posts.
Example: A hair salon could allocate £50 a month for Facebook ads promoting seasonal offers, alongside free Instagram posts to showcase new hairstyles.
Create a Timeline for Your Activities
A timeline keeps your marketing activities organised and ensures you stay consistent. This section should include key dates for promotions, events, or seasonal campaigns. Plan out when you’ll post content, run ads, or update your Google Business Profile.
Example: A local bakery might plan to run promotions for Valentine’s Day and Easter, with a monthly timeline to post seasonal offers and updates on social media.
Decide on Your Key Metrics
List the metrics you’ll use to measure the success of your marketing efforts. These should be tied to your goals and will help you track progress. Common metrics include foot traffic, online engagement, and local search visibility (which can be tracked through Google Analytics GA4).
Example: A boutique might track website traffic from local searches and the number of customers who redeem in-store promotions.
Action Step: Write down the structure of your marketing plan, making sure it’s focused on clear goals, your target audience, the platforms you’ll use, a realistic budget, and a timeline for activities.
Example Structure for a Local Café’s Marketing Plan:
Business Goal: Increase foot traffic by 20% in three months.
Target Audience: Local office workers and students aged 18-35.
Platforms: Google Business Profile, Instagram, and Facebook.
Budget: £50 per month for Facebook ads, organic Instagram posts.
Timeline: Post weekly updates about new menu items; run seasonal promotions for Christmas and Valentine’s Day.
Metrics: Track foot traffic and online engagement via Google Analytics (GA4).
Focusing on Key Areas to Drive Local Business
Your marketing plan should focus on the areas that will have the biggest impact on driving local customers to your business. By prioritising these key elements, you’ll be able to maximise your results with minimal investment.
Step-by-step action for focusing on key areas:
Optimise for Local Search
A strong local search presence is crucial for bringing in customers. Make sure your plan includes optimising your Google Business Profile and using local search keywords on your website or social media. This will ensure your business appears in relevant local searches.
Example: A mechanic might plan to update their Google Business Profile regularly and use keywords like “car repairs near [town name]” on their website to boost local visibility.
Engage with Your Audience on Social Media
Social media is a powerful tool for connecting with local customers. Your plan should include regular engagement on platforms like Instagram or Facebook, where you can promote in-store events, share offers, and start conversations with your audience. Use location tags and local hashtags to make sure your posts reach nearby customers.
Example: A local pub could use Instagram to post daily specials, tagging their location and using hashtags like #LocalPub or #LondonEats to reach a local audience.
Run Local Promotions and Offers
Promotions are a great way to incentivise customers to visit your business. Include in-store promotions, limited-time offers, or events in your plan. Make sure these are communicated through your chosen platforms and tied to specific business goals, like increasing foot traffic during slower times.
Example: A salon might run a “20% off all haircuts in January” promotion, and use Facebook and Google Ads to target local customers.
Measure and Adjust Regularly
Regularly reviewing your marketing efforts and adjusting your plan is key to long-term success. Make sure your plan includes a section for tracking progress and making adjustments based on the data you collect. This could involve refining your ad budget, changing your content strategy, or focusing on different platforms based on results.
Example: If a clothing shop sees strong engagement on Instagram but little response from Facebook, they might shift their budget towards Instagram ads and away from Facebook promotions.
Action Step: Identify the key areas that will drive local foot traffic and business growth. Write down how you’ll optimise for local search, engage on social media, run promotions, and track your results.
Example for a Local Gym’s Key Focus Areas:
Local Search: Optimise Google Business Profile and use “gym near me” keywords on the website.
Social Media: Post daily on Instagram using local hashtags and engage with followers.
Promotions: Offer “first class free” promotions targeted to nearby residents.
Tracking: Measure foot traffic and online enquiries via Google Analytics (GA4) and social media engagement.
By structuring your local digital marketing plan around clear goals, the right platforms, and key focus areas, you’ll create a plan that’s easy to follow and delivers real results. Keep the plan simple, practical, and focused on driving local customers to your business.
The Ultimate Local Digital Marketing Plan Template
This easy-to-use template is designed to help you create a customised digital marketing plan for your local business. Simply fill in the blank sections to tailor the plan to your business needs. It's structured to guide you through key steps, ensuring that your marketing efforts are focused, simple, and effective in driving local customers to your business.
1. Business Name:
[Your business name]
2. Business Location:
[Your full business address, including town/city]
3. Main Business Goals:
(What do you want to achieve with your digital marketing efforts? Set specific, measurable goals.)
Short-Term Goal (3 months):
_[e.g., Increase foot traffic by _% in the next three months.]
Long-Term Goal (12 months):
_[e.g., Boost overall sales by _% over the next year.]
4. Target Audience:
(Who are your local customers? Describe their age, location, and needs.)
Age Range: [e.g., 25-45]
Location: [e.g., Within a 5-mile radius]
Customer Needs: [e.g., Convenience, affordability, local products]
Example: "Busy professionals aged 25-45, living within a 5-mile radius, looking for quick, healthy lunch options."
5. Unique Selling Proposition (USP):
(What makes your business stand out? Why should customers choose you over competitors?)
Why Choose Us:
[e.g., We offer freshly baked, organic pastries made with locally sourced ingredients.]
6. Marketing Platforms:
(Which digital platforms will you use to reach your target customers? List the platforms and explain why they suit your business.)
Google Business Profile: Yes/No
Why: [e.g., Essential for local searches and appearing on Google Maps]
Instagram: Yes/No
Why: [e.g., Great for showcasing products visually and engaging local customers]
Facebook: Yes/No
Why: [e.g., Ideal for promoting events and offers to the local community]
Website: Yes/No
Why: [e.g., Optional for displaying your services and contact details]
7. Budget Allocation:
(How much will you spend on your marketing activities each month? Break down the budget by platform and activity.)
Total Monthly Budget: £___
Google Ads: £___
Facebook/Instagram Ads: £___
Content Creation (photos/videos): £___
Other Costs: £___ (e.g., website maintenance, promotions)
8. Promotions & Events Calendar:
(Plan your key promotions and events throughout the year. Align them with key dates and community events.)
Month | Event/Promotion | Details |
January | [e.g., New Year’s Sale] | [e.g., 20% off selected items] |
February | [e.g., Valentine’s Day Special] | [e.g., Free dessert with every meal] |
March | [e.g., Mother’s Day Special] | [e.g., 10% off all gifts for mums] |
April | [e.g., Easter Family Event] | [e.g., 15% off family meals] |
June | [e.g., Summer Sale] | [e.g., Buy one, get one half-price on drinks] |
October | [e.g., Halloween Promotion] | [e.g., Free gift with every purchase over £20] |
December | [e.g., Christmas Promotion] | [e.g., Complimentary gift wrapping for all purchases] |
9. Content Plan:
(Plan what type of content you’ll post and how often. Focus on creating engaging posts that drive local traffic to your business.)
Google Business Profile Updates:
Post updates monthly about new products, changes in hours, or special offers.
Instagram:
Post 3 times a week showcasing products, customer reviews, or events.
Example Weekly Posts:
Post 1: Showcase new product with a local hashtag.
Post 2: Customer testimonial or story.
Post 3: Promo offer for the upcoming weekend.
Facebook:
Post weekly about in-store promotions, events, or seasonal offers.
10. Key Metrics to Track:
(What metrics will you track to measure success? Align these with your goals.)
Foot Traffic:
Track in-store visits during promotional periods or events.
Local Search Visibility:
Monitor the number of views and actions (e.g., clicks for directions) on your Google Business Profile.
Social Media Engagement:
Measure likes, comments, shares, and follower growth on Instagram and Facebook.
Conversion Rate:
Track how many people engage with your ads or social posts and then visit your store.
11. Timeline for Review & Adjustments:
(Set a schedule to regularly review your progress and make adjustments to your plan based on the results.)
Monthly Review:
Review foot traffic and online engagement, and adjust promotions and social media content accordingly.
Quarterly Review:
Check progress toward your main business goals, adjust your marketing budget, and plan future promotions.
Example: "Each month, review foot traffic and social media engagement. Adjust ad spend and content strategy based on performance."
12. Customer Feedback & Reviews Plan:
(Encourage customers to leave reviews and feedback to improve your online visibility and reputation.)
Google Reviews:
Ask satisfied customers to leave a review on your Google Business Profile.
In-Store Feedback:
Ask customers how they found your business after a promotion to gauge the effectiveness of your marketing efforts.
Social Media Reviews:
Encourage customers to tag your business and share their experience online.
13. New Goals & Next Steps:
(Once you achieve your initial goals, set new ones to keep growing your business.)
New Short-Term Goal:
_[e.g., Increase weekend foot traffic by _% with targeted Instagram ads.]
New Long-Term Goal:
_[e.g., Expand social media following by _% in the next 6 months.]
Final Notes:
This Ultimate Local Digital Marketing Plan Template is designed to guide you through every aspect of your marketing strategy. As you complete each section, you'll build a comprehensive plan tailored to your business, allowing you to focus on what works best for driving local foot traffic and growing your customer base. Keep the template flexible, update it regularly, and let it evolve with your business.
Conclusion: Keep Your Plan Simple and Focused on Local Impact
Building an effective digital marketing plan for your local business doesn’t need to be complicated. The most important thing is to stay focused on the areas that directly impact your business’s ability to attract and engage local customers. By keeping your plan simple, you’ll avoid being overwhelmed and ensure that each part of your strategy is easy to manage and measure.
Concentrate on the platforms and tactics that deliver the greatest return on investment. Whether that’s maintaining an active Google Business Profile, engaging your local community on social media, or running promotions designed to bring customers through your doors, the key is to remain consistent and focused on what works.
Remember, your marketing efforts should always reflect the needs of your local audience. As you build relationships with your customers and learn more about their preferences, you’ll be able to refine your plan and grow your impact over time. With a clear focus on what matters most—getting local customers to visit and engage with your business—you can ensure that your digital marketing plan stays effective and drives real results without unnecessary complexity.