It is important for any local business to engage in local digital marketing. Digital marketing has grown from a method of attracting more business to a means to attract and not to lose business to competition.
Some businesses think that they only need digital advertising if their business is large or is more regional or national in scope. It is a mistake that puts them at a competitive disadvantage. They are at a disadvantage because roughly 8 of 10 customers search before they buy.
A brand that is not part of that search is not likely to be considered, even if they are the best solution or product. Potential customers simply are not aware they exist.
More importantly, customers want to find solutions that are near to where they are. No one wants to travel out of their way to get what they need. The search term “_____ near me” has quadrupled over the past 5 years in google searches.
Another interesting trend that builds on the one above is that your target audience are not only looking for solutions near them but also available now.
The search term “_____ near me now” has tripled in the past 5 years. So, if you are a local bakery that sells cakes and offers discounts late in the day, being visible during a search at 3 pm for “cakes near me now” would be valuable. Plus, you can also sweeten the offer by making sure your discount is clearly visible online to potential local customers.
This builds on my prior points. If someone is searching for “cakes near me now” is probably looking to purchase one. In fact, Google reported in one of their studies that 90% of mobile searchers made a purchase.
Therefore, a local business, I would argue, is in the best position to meet that searcher's needs because they have a local market solution to their problem and are available now. The only thing left is to ensure that that search is aware that the business exists.