Five tips for your 2025 local marketing strategy

We’re all still concerned about climate change, supply chains and what the Autumn Budget will bring. The good news is that, despite the cost of living, people want to buy locally. Overall, almost three quarters of UK businesses expect turnover to increase or stay the same, so the outlook is positive. Whether you’re a retailer or sell to other businesses a locally focused marketing plan for 2025 is a good idea. 

 

Google’s AI Overview results are becoming more and more common. You can appear at the top of search engine results pages (SERPs) with high quality content that answers specific questions. Search engines are also prioritising images and video content in local searches so include this content in your strategy. Add your address and photos of your location (with ALT text) to your home page. Also consider videos, product images and frequently asked questions. 

 

Do you use TikTok, Instagram Reels or YouTube Shorts in your marketing? The latest ‘State of Marketing Report’ says short videos on channels like these are delivering the best return on investment. 

 

Well branded short videos might provide cost effective new options to make the most of your marketing budget. They won’t need as much input from professional editors and you can reuse them across different channels. It’s a different way to engage your customers and to show what you do. 

 

Don’t stop with interesting and different types of content on your social media channels. Many businesses have found that sales on social media channels are increasing. In fact, over a quarter of UK small businesses sell more on social media than any other channel. LinkedIn, Facebook, Instagram and YouTube are all popular for social selling. However, to build long term relationships it’s a good idea to encourage your customers to buy through your website. Why not offer promotional codes and special offers if they register online? 

 

Customers are willing to pay more for brands they feel some loyalty towards. However, it takes time to build this trust. One way is to encourage user generated content (UGC). Genuine feedback from third parties creates extra credibility for you and your products or services. 

 

Testimonials and comments left on your website and social media channels by happy customers help to build confidence. You can even run competitions to encourage customers to send comments, images or short videos of your products in use. Ask for their permission to use the material in your marketing and you’ll tick a lot of boxes. 

 

You might be planning to save time and money with AI generated content for your social media channels. A recent survey found that over a quarter of people who see GenAI content would block or unfollow the account. For openness you should say when you’re using AI to generate your posts and images, but make sure it’s appropriate. AI can also enhance online content for search engines but you’ll still need plenty of human input to make sure it’s fit for purpose too. 

 

You can build trust with your local audience by including advertising, advertorials and content in local magazines like Pulse. Full of locally interesting and relevant content, they’re delivered directly to your customers’ doors. They can enjoy reading your content in a quiet moment, away for their daily distractions. It’s the perfect time to catch their attention and be remembered.