Like it or not, we’re well and truly in the digital age, and carving out a niche in local people’s online lives is about more than getting a competitive edge. A really strong online presence is now *crucial* for businesses in Essex to thrive, so here are some of our top tips to squeeze your brand’s digital presence…
1. Nail your SEO for local audiences
Whether you’ve got a beauty salon in Maldon or an accountancy firm in Harlow, if you want to build demand for your products or services with local audiences start by tweaking every bit of text on your site to make crystal clear what you have to offer them. Can Google’s ‘crawlers’ – the software that scours your site for information – discover everything you need them to about your offer? Wherever possible use location-specific keywords in your website content and meta tags to improve visibility in local search results.
2. Foster your community
Next, it’s about building your brand an outsized presence in local people’s digital landscape. Instead of just posting static content, try to create interactive experiences on social media platforms. You could host live Q&A sessions or interactive polls, run giveaways or live-stream events. Just keep an eye on what works to build engagement with your audience. These interactive elements will boost your brand’s visibility but also foster a sense of local community around the work you do.
3. Tap into fresh content
Harness the power of user-generated content (UGC) by encouraging your audience to create and share content related to your brand. We’ve seen a local vet using testimonials to really great effect; a restaurant that’s found a non-naff way to highlight lovely reviews, some great photos of course, and some really hilarious video content showing off business services. UGC has a magic way of building authenticity and trust, but it also amplifies your brand’s reach as followers share their experiences with their networks.
4. Trust the process
Hanging out on social media platforms might sound like a lot of work, but the unfiltered input and insights you can get from customers makes them a goldmine. The key thing is to really leverage your presence by interacting with your audience and building relationships. Share content your followers will find useful, respond to comments and messages promptly, and actively participate in conversations relevant to your industry and local community. If you can identify local micro-influencers – accounts with a really engaged local following – consider collaborating with them to reach niche audiences effectively.
5. Don’t forget the basics
Repeat business is great, but a big slice of new business will rely on online reviews to make their buying decision, so allocating time to nurture great scores is a really sound investment. Use point-of-sale QR codes or automated follow-up emails to make it really easy for satisfied customers to leave reviews on platforms like Google, Trustpilot or TripAdvisor. If you can promptly respond to reviews too – acknowledging the nice ones and taking the sting out of the bad ones with an effort towards resolution – you’ll show new business just how much their experience maters to you.
Implement these insights, and you can power up your digital presence, attract more customers, and ultimately drive growth for your Essex business.
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