Hats off to all the small business owners out there! Running a small business is rewarding, exciting, and something you pour your heart and soul into—it’s your baby. You’ve likely been an entrepreneur since your first lemonade stand at age seven.
But (you knew this was coming)... small business ownership can also be daunting. The highs can feel like reaching the peak of Mt. Everest, while the lows? Well, something about infernos! Yet, you navigate these challenges day by day, hour by hour, fueled by passion, love, sweat, and community—often while sleep-deprived, worried, and stressed. After all, there are so many areas to focus on, work on, and to-do lists that seem infinite.
Everyone Locally Knows My Business—Why Do I Need Digital Marketing for my Small Business?
You know your business better than anyone. Your loyal customers love your products or services, and they’ve been spreading the word for years. They tell their friends, bring visitors to your store, and share your website or social media accounts. You should be incredibly proud of that.
But (yes, that word again), what happens when…
Your loyal customers move away? People relocate all the time, whether to a nearby town, across the state, or even across the country.
Your customers grow older. They might no longer be able to visit your business in person, no longer need or are able to utilize your product/service, or they may no longer be online.
New people move into your community. Can they find your business when they search online easily? Is your website informative and easy to navigate?
Business travelers come to town. Even small towns attract “road warriors” who need to find places to eat, shop, or relax, as well as, places to entertain and treat clients at times.
Tourists visit your town or local area. Whether your business is in a tourist hotspot or along the way to one, local SEO can highlight your unique offerings and attract the supplemental business.
The Benefits of Local SEO and Digital Marketing - Even for Established Businesses
Local SEO and Digital Marketing - Tourism
Have you ever visited a small town and struggled to find something as basic as a coffee shop or a restaurant? In larger cities, these searches yield plenty of results. (But, if your business isn’t in this mix of results…. you could be losing out.) In smaller areas, the results can be scarce. Tourists rely on online searches to plan everything from meals to excursions, and if your business doesn’t show up (small town or large city), they may/probably will never know you exist.
Additionally, it’s just as important to not only appear at the top (or near) in the Search Results (SERPs) and make sure your Google Business Profile (GBP) is claimed and optimized properly, it’s important to make sure all of your offerings, products and/or services are easily available for a customer to find. Let’s say your restaurant is famous for its burgers. Locals rave about it, but you also offer fantastic vegetarian, vegan, and gluten-free options. Again, the locals all know this, but if these aren’t mentioned on your website, Google won’t know about them, and potential customers searching for “vegan restaurants near me” won’t find you. Proper SEO (and other digital marketing endeavors) ensure that your restaurant ranks well for all the offerings you want to promote, and not just for “those famous burgers” in this example.
Local SEO and Digital Marketing - Business Travelers
At Soma Marketing, we understand the importance of local SEO and digital marketing for small business because we’ve been there ourselves. As former (and sometimes current) business travelers, we’ve navigated everything from major cities like New York and LA to small towns across the country. We rely on online searches to find everything from coffee shops to clothing stores (because forgetting the right shoes happens more often than you’d think - trust me on the shoe thing!!!).
And it’s not just about personal needs. Business travelers often need to find places to take clients—a nice dinner spot, a music venue, or even a driving range. We plan these activities online before our trips, ensuring our needs are met and our clients have a great experience.
But here’s the kicker: often, when we take a client somewhere, they’ll say, “How did you find this place? I’ve lived here forever and never knew it existed.” The answer? An online search - typically. Sure, we ask around where we can, but it really usually all starts with an online search. Without a strong local SEO strategy or digital marketing strategy, even lifelong locals might not discover your business or realize your business also offers additional services or products - they might only know your business for 1 or 2 things, and not the 100 that you offer.
Local SEO and Digital Marketing - Regular Customers:
Regular customers are the backbone of your business. They come in regularly, whether for a haircut, a meal, or to pick up their favorite products. It’s one of the highest compliments a business owner can receive and you should be proud!
But (there’s that word again)... what happens when your regulars move away or can’t visit as often? Maybe they’ve moved to a new town or state, or perhaps they’ve aged and can no longer make the trip. Without attracting new customers, your business risks drying up when the regulars are gone.
For those of us who loved to join our “Friends” every week (before streaming) or now still are known to binge several episodes even today, think about Central Perk. Our faithful “Friends” were constantly in that coffee shop. But eventually, Monica and Chandler moved out of the city, Ross and Rachel were busier with their daughter, Phoebe married Mike (and may/may not have moved out of the city eventually). Then there is Joey - but, he probably ended up moving in with Monica and Chandler in the burbs. So, essentially, if this were real life, that coffee shop lost up to 6 daily (if not multiple times a day) customers. Not because of their product, service or price; simply because their customers' lives and situations changed.
Don’t wait until you’re staring down an empty well. Start cultivating new relationships through local SEO and digital marketing to keep your business thriving.
Local SEO and Digital Marketing - New Residents
Moving to a new area is stressful. New residents rely on online searches to find everything from grocery stores to gyms to handymen or plumbers. Imagine you’re a skilled plumber, but you don’t have an online presence. If a new resident has a plumbing emergency, they’re going to call the first few results that pop up on Google. If your business isn’t there, you’re missing out on potential customers.
This exact scenario happened to me when I moved two years ago. A plumbing emergency led me to a great plumber I found online. He’s now my go-to guy, and I’ve referred him to others. If he hadn’t been visible online, I would have hired one of his competitors instead.
Digital Marketing for Small Business - Established Businesses
If your business has been a staple in the community for years, your marketing needs are different from those of a new business. At Soma Marketing, we understand this because we’re small business owners ourselves. Whether you’re a marketing guru who simply doesn’t have the time or someone who needs help navigating digital marketing, or think digital marketing isn’t in your budget, we’re here to help. We understand the nuances of entrepreneurship from goals and dreams to small business budgets. We have solutions no matter your situation or need.
Soma Marketing offers complimentary digital marketing consultations and a variety of digital marketing for small business packages tailored specifically to small businesses. Whether you need a full suite of services or just help in one or two areas, we’re here to support you. Reach out to us—we’re happy to help fellow small business owners succeed.
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