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This is the Local Business Edition of Digital Experience Design. If you own a SaaS, eCommerce, or platform business your context is a little different. Leave me a comment to let me know that you are disappointed & I’ll write something within 48 hours — don’t believe me? Try it. 😉
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So, digital experience design…what the heck is it? Do you need it? Is it just another way that the marketing con artists and sycophants can get you to write those fat, fear-based checks?
Any skepticism on the topic of marketing is completely understandable. Marketing, as a general discipline, is a labyrinth of buzzwords and jargon. It’s enough to make even the most resilient among us roll our eyes in disbelief. So, let’s cut through the nonsense so you can feel (finally) empowered to harness the power of digital experiences…because unlike “prompt engineering,” it’s a real thing.
And hey, if you scroll down to the end and leave me a comment with your URL — I’ll walk through your digital experience point-by-point and send you my hot takes — totally free of charge, and with absolutely zero obligation to buy anything.
Effective Website Optimization is the Foundation
First things first, let’s start with the obvious cornerstone of your online customer experience; your website.
It’s your digital storefront, and trust me, it matters more than you might think.
It doesn’t have to be fancy. In fact if your design is prone to malfunctioning because you tried too many widgets, witty words, bells, and/or whistles — clean, simple, and clear will win every single time. So start there. Your website needs to do a few things. It needs to tell a visitor:
1. Exactly what you sell (I mean, when they give you cash what do they get…”X Classes, Appointment for X, This Cookie, etc. Not benefits, like “More Time” or “Less Pain”)
2. Tell people how to buy your shit. (And for service businesses, do they really need a consultation? Really?)
3. Give people context for your solution. By that I mean, what situations are suited to what you offer (Does a prospect have back pain? trouble in math? a leaky roof? high employee turnover? Give them room to say, “Oh. That’s me.”).
Beyond that, your website should be intuitive to navigate and visually appealing. You can think of it as creating a welcoming atmosphere for your customers, just like you would in your brick-and-mortar business.
[X] Clear Messaging
[X] Clear Calls to Action
[X] FAQs
[X] Contact Information
We have a Cheat Sheet on information architecture for Local Businesses. Fill out our contact form and we’ll send you a format for MVP Website for Local Business.
Content Strategy for Marketing Local Business
Many, many companies think that SEO and Content is a total time suck…and that’s with good reason. Crafting a compelling content strategy is like painting a vivid picture that captivates your audience, showcases your expertise, and fosters meaningful connections.
That sounds like a ton of work, doesn’t it?
Well, here’s the part where your local business is at an advantage over other, non-local businesses. If you’re in the business of improving people’s lives (which I assume is why people pay you for something) then you can leverage the fact that your clientele are invested in the local area.
Furthermore, content is a great opportunity for you to create some amazing business-to-business referral partnerships.
For example, let’s say you’re a math tutoring company based out of Kennewick, WA. You have every right to target your audience by coming up with things that they would look for. Think about your target audience (in this case parents of grade school kids) and what things they would be looking for — it doesn’t even have to be directly related to your service offering — if it’s a lifestyle adjacent concept it’s open season on content.
Here are some great ideas for content that would be relevant to your target audience:
1. Great Day Trips for Kids near Kennewick, WA During Summer/Spring/Winter Break
2. 10 Best Afterschool Programs in the Kennewick Area
3. Great Places in Kennewick to Reinforce Classroom Learning
4. Best Kid Friendly Hikes in the TriCounty Area
5. {Area Specific Feature on Something Awesome/Awful} e.g. How Richland Schools Are Making Up Math Loss in Post-COVID Area
…along with the standard…
6. Educational Activities (that don’t feel like learning) for Kennewick Kids (and/or other cities in the area of service)
7. Best (Paid and Free) Online Learning Resources for Grade School
8. ## Techniques to Prevent Learning Loss Over Summer Break
9. Best (Media type) for (Age/Grade) Learning (Specific Thing; e.g. Fractions, Negative Numbers,)
10. How to Get a Head Start on Educational Concepts for Early Learners
By developing a well-defined content plan, you embark on a journey to provide valuable information, insights, and entertainment to your target audience.
If you own a local pet store, and your content strategy revolves around creating blog posts, articles, and videos that address common pet care issues and offer practical solutions.
You see, through these informative pieces, you establish yourself as a trusted authority in the community, attracting individuals seeking guidance and nurturing relationships that translate into long-term customer loyalty.
Keep the momentum going by regularly updating your website with fresh and engaging content. Imagine being a local gardening center that consistently adds new blog posts about seasonal gardening tips, plant care guides, and inspiring garden designs.
By regularly refreshing your website with valuable content, you provide a reason for visitors to keep coming back, deepen their engagement, and establish your gardening center as the go-to destination for all things green.
And when you’re getting consistent and ready to reach for the next tier in your local domination scheme, you can start translating this content into a newsletter. A lot of businesses operate in seasonal cycles, so consider what content you can create to address these cycles for evergreen campaigns.
Email for Marketing Local Business
As I just kinda mentioned, the natural extension is to email marketing. By creating relevant, engaging content, you now have value to add to loyal subscribers. You have a reason to ASK them to subscribe that isn’t just offering discounts.
Building an email list of interested prospects and loyal customers is like unlocking a direct line of communication with your most engaged audience. A local fitness studio email list consists of individuals who have shown a genuine interest in fitness and wellness. Through visually appealing email templates that align seamlessly with your brand’s identity, you deliver regular newsletters packed with insightful fitness tips, updates on new classes, and exclusive promotions.
These personalized emails, tailored based on customer preferences or past interactions, strengthen your relationships, keep your studio top-of-mind, and drive conversions, resulting in more memberships and class bookings.
Social Media for Marketing Local Business
Ah, social media – the battlefield of attention in the digital landscape, the double-edged sword of our digital world. Don’t be fooled by the hype and empty promises of viral fame & don’t let it overwhelm you. Social can be an incredible opportunity to connect with your audience and build a loyal community. Now, this is not something that works well for every local business — however — establishing a vibrant presence on relevant social media platforms is like stepping into a bustling marketplace, where you can directly engage with your target audience and cultivate a loyal community.
Imagine you own a local coffee shop. By creating and curating content that resonates with your coffee-loving community—whether it’s visually stunning latte art, behind-the-scenes glimpses of your roasting process, or coffee-related tips and trivia—you inspire genuine connections and ignite conversations.
By promptly responding to comments, messages, and mentions, you foster a sense of belonging and customer loyalty. And let’s not forget the power of social media advertising, which allows you to reach a wider audience, attract new customers, and drive valuable traffic to your website, translating into increased foot traffic and sales at your cozy coffee shop.
Pick the platforms that make the most sense for your business, whether it’s Facebook, Instagram, LinkedIn, or Twitter. Create and curate content that resonates with your customers, and don’t forget to engage with them. Be authentic, be yourself, and remember that it’s not about follower counts; it’s about building genuine connections.
Online Reviews & Reputation Management for Local Business
As a local business, your online reputation is crucial. Encouraging satisfied customers to leave positive reviews on platforms like Google, Yelp, or industry-specific directories helps build social proof and establish trust. Responding to both positive and negative reviews showcases your commitment to customer satisfaction and demonstrates that you value feedback, ultimately influencing prospective customers’ perceptions of your business. By actively monitoring your online reputation and addressing any negative feedback or complaints promptly and professionally, you showcase your dedication to resolving issues and ensuring a positive customer experience.
Search Engine Optimization (SEO) for Local Business
Search Engine Optimization (SEO) plays a vital role in improving your online visibility and driving organic traffic to your website. By optimizing your website content, meta tags, and headings with relevant keywords that resonate with your target audience, you increase your chances of appearing in search engine results when potential customers are seeking your products or services.
Imagine you own a local bookstore, and through SEO, you optimize your website to rank higher for keywords like “independent bookstores in [your city].” By strategically crafting informative and keyword-rich page titles and descriptions, you entice book lovers in your area to visit your cozy bookstore, browse through your curated selection, and become regular customers.
User Experience Design for Local Business
User-friendly forms and contact methods are the gateways to connecting with your audience and converting visitors into customers. Simplifying contact forms, providing clear instructions and guidance, and offering multiple contact options cater to different preferences and ensure a smooth and frustration-free experience. Imagine you run a local home decor store, and by optimizing your contact forms, you make it effortless for visitors to inquire about specific products, request design consultations, or even schedule in-store appointments. The convenience and ease of reaching out to you will set your store apart, building trust and increasing the likelihood of conversions.
Online Customer Support
Online customer support is an opportunity to provide exceptional service and resolve inquiries in real-time. By implementing a live chat feature on your website, you offer immediate assistance to customers who may have questions or need guidance.
Picture this: you own a local tech store, and by integrating a live chat feature, you help customers troubleshoot common tech issues, provide product recommendations, and even assist with purchase decisions.
Additionally, leveraging chatbots to handle common inquiries ensures customers receive instant responses, even outside of business hours.
Complementing these support channels with self-help resources like FAQs or knowledge bases empowers customers to find solutions independently, enhancing their overall experience and reducing the need for additional support.
Digital Experience Design for Local Businesses
Congratulations!
You’ve just taken a crash course in the world of digital experience design for local businesses.
Now, I won’t pretend that this is some magical cure-all that guarantees overnight success. Beware of the self-proclaimed SEO gurus and con artists promising instant fame and fortune.
Instead, focus on building a solid foundation for your digital presence. Understand your customers, create engaging content, optimize your website, and embrace the power of social media. It’s about connecting with your audience in a meaningful way and providing an experience they’ll remember.
Remember, you don’t have to be a tech wizard to succeed in the digital realm. Stay down to earth, keep it real, and let your passion for your business shine through. If you ever feel overwhelmed or need a helping hand, there are experts out there (like us) who can guide you through this exciting journey. So go forth, embrace the digital experience, and watch your local business thrive in this ever-evolving digital world.
You’ve got this!