A strong digital marketing strategy is one of the most valuable tools a local business can have.
Whether you own a restaurant, roofing company, boutique, dental office or home-service business, the customers in your community are searching online before they ever call, visit or book. That means your online presence can’t be an afterthought — it must be strategic, structured and designed to attract local customers consistently.
This guide breaks down exactly how to build a digital marketing strategy that helps local customers find you, trust you and choose you over competitors. From website optimization to social media tactics and local SEO, this comprehensive framework gives you the clarity and direction you need to grow your business online.
What Is a Digital Marketing Strategy?
A digital marketing strategy is a roadmap designed to help your business reach, attract and convert customers using online platforms. It outlines:
- Your goals
- Your target audience
- The digital channels you’ll use
- The content and messaging you’ll share
- The metrics you’ll measure
A strategy ensures that everything you do online — from posting on Facebook to updating your website — works together to move customers toward taking action.
For local businesses specifically, a digital marketing strategy focuses on visibility in your community, building trust and generating local leads.
Why Local Businesses Need a Strong Digital Marketing Strategy
Local customers behave differently today than they did even a few years ago. Before they hire a plumber, choose an auto body shop or pick a café, they:
- Search on Google
- Read reviews
- Look at websites
- Browse social media
- Compare multiple businesses
- Check hours, services and pricing
- Look for credibility signals
If your online presence doesn’t match your expertise or value, customers will choose a competitor who appears more trustworthy or easier to find.
A strong digital marketing strategy levels the playing field by helping your business:
- Show up where customers are searching
- Stand out with high-value content
- Build trust quickly
- Drive consistent leads
- Convert online visitors into paying customers
Digital Marketing Strategy
1. Define Your Goals (Start With What You Want to Achieve)
A digital marketing strategy starts with clear business goals. Local businesses should ask themselves:
- Do you want more phone calls?
- Do you want more foot traffic?
- Do you want online bookings?
- Do you want more quote requests?
- Do you want more website visitors?
- Do you want better local visibility?
Choose specific, measurable goals, such as:
- “Increase website traffic by 20% in 90 days”
- “Get 50 new reviews this quarter”
- “Generate 10 new leads per week from Google”
These goals will determine which digital marketing channels you focus on.
2. Understand Your Target Local Audience
Knowing who you’re trying to reach helps you create content and messaging that resonates.
Identify:
- Your ideal customer’s demographics
- Their biggest pain points
- What they value most
- What “problem” they need solved
- How they prefer to communicate
For example:
- A landscaping customer values before-and-after photos, reliability and proof you do quality work.
- A chiropractic customer values expertise, certifications, pricing transparency and convenience.
When you understand what your customers care about, your digital marketing becomes more effective and relevant.
3. Build a Strong Website That Converts Local Customers
Your website is the center of your digital marketing strategy.
Everything leads back to it — social media, SEO, ads, email marketing and Google Business Profile traffic.
Your website should be:
- Professional and mobile-friendly
- Fast-loading
- Search-optimized
- Easy to navigate
- Clear about your services
- Built to convert
Key Pages Every Local Business Website Must Include:
- Home
- About
- Services (with individual service pages)
- Contact
- Locations / Service areas
- Reviews / Testimonials
- Blog or Resources
- FAQs
- Portfolio or Gallery (if applicable)
Conversion Elements You Should Include:
- Call-to-action buttons (Call Now, Book Online, Get a Quote)
- Clickable phone number
- Contact forms
- Google Maps embed
- Trust badges / certifications
- Reviews
- Photos of your work or location
If your website isn’t built strategically, every other part of your digital marketing strategy will underperform.
Make sure your website includes the essential pages that build trust and convert visitors into customers.
👉 Read: 10 Must-Have Pages on Your Local Business Website
4. Optimize for Local SEO (So Customers Can Find You)
Local SEO is one of the most important parts of a successful digital marketing strategy.
Key Components of Strong Local SEO:
Google Business Profile Optimization
Optimize your Google Business Profile (GBP) by:
- Adding accurate business information
- Uploading high-quality photos
- Updating services and descriptions
- Posting updates weekly
- Encouraging customer reviews
- Responding to every review
- Keeping hours updated
Local Keyword Optimization
Add location-focused keywords to:
- Homepage
- Service pages
- Blog posts
- Meta titles
- Meta descriptions
- Header tags
- Image alt text
Local Citations
Make sure your business information is consistent on:
- Yelp
- Yellow Pages
- Local directories
- Industry-specific sites
Consistency builds trust with Google.
Local Content
Write blog posts that focus on your community, customer questions and local trends.
Strong local SEO ensures customers find you before they find competitors.
Want to start showing up in front of more local customers online?
👉 Read our guide: What Is Local SEO? A Beginner’s Guide for Small Business Owners
5. Create High-Value Content That Builds Trust
Content marketing is one of the most effective digital marketing strategies. For local businesses, content builds:
- Trust
- Visibility
- Authority
- Connection with your community
Types of Content You Can Create:
Blog Posts
Write about:
- Common customer questions
- Local issues
- How-to guides
- Service explanations
- Local events
- Seasonal tips
Social Media Content
Share:
- Updates
- Special offers
- Tips
- Reviews
- Community involvement
Videos
Such as:
- Behind-the-scenes footage
- Customer testimonials
- Tutorials
- Before-and-after transformations
Email Newsletters
Use email marketing to:
- Nurture leads
- Announce updates
- Share promotions
- Highlight new blog posts
Content establishes your business as the local expert customers trust.
6. Use Social Media to Connect With Your Community
Social media is not just about posting — it’s about engagement and relationship building.
Local businesses thrive on:
- Sharing valuable content
- Showcasing personality
- Responding to comments
- Highlighting community involvement
- Running targeted local ads
Effective platforms for local businesses:
- LinkedIn (for B2B businesses)
- YouTube
Social media helps customers feel more connected to your brand, which increases trust and leads.
7. Run Targeted Ads to Reach Customers Quickly
Organic marketing takes time. Digital ads give your business immediate visibility.
Local Businesses Can Use:
Google Ads
Show up at the top of search results for important keywords.
Facebook & Instagram Ads
Target people in your area based on:
- Location
- Interests
- Behaviors
- Demographics
Ads accelerate your digital marketing strategy and deliver fast results while long-term SEO builds.
8. Get More Reviews (Your Most Powerful Local Ranking Signal)
Reviews are one of the biggest deciding factors for local customers. In fact:
- Most customers read 5 to 10 reviews before making a decision.
- Businesses with more positive reviews rank higher on Google.
- Reviews directly impact conversions and trust.
Encourage reviews on:
- Yelp
- Industry-specific platforms
Always respond to reviews — both positive and negative. It shows customers you value feedback.
9. Track Your Results and Improve Over Time
A digital marketing strategy is not “set it and forget it.” It’s ongoing and constantly improving.
Track Metrics Like:
Website Metrics
- Traffic
- Bounce rate
- Time on page
Social Media Metrics
- Engagement
- Follower growth
- Reach
SEO Metrics
- Keyword rankings
- Local map pack visibility
- Organic traffic
Advertising Metrics
- Cost per lead
- Click-through rate
- Clicks
Use Tools Like:
- Google Analytics
- Google Search Console
- Rank Math
- Facebook Insights
When you measure performance, you can refine your digital marketing strategy for stronger results.
Your Digital Marketing Strategy Is the Key to Local Growth
A well-built digital marketing strategy isn’t optional — it’s essential for local businesses that want to stay competitive and visible in today's digital-first world.
When you:
- Build a high-quality website
- Invest in local SEO
- Create meaningful content
- Use social media intentionally
- Run targeted ads
- Earn customer reviews
- Track and optimize results
… you create a powerful online presence that consistently attracts local customers and grows your business.
If you need help building a digital marketing strategy for your local business, contact Driven Digital today.
