Want to boost your business online? Here’s what actually works
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Let’s be honest – running a business in isn’t quite the same as hustling in London or Manchester. Our gorgeous countryside and tight-knit communities are brilliant, but they come with their own unique digital marketing challenges. Whether you’re a boutique in Bath or a manufacturer in Minehead, standing out online can feel like shouting into the wind.
The Digital Reality Check
Remember when having a basic website and Facebook page was enough? Those days are gone faster than a tourist through Cheddar Gorge. Somerset businesses are facing a new reality where your online presence is often the first (and sometimes only) chance to make an impression. The trouble? Many local businesses are still using outdated digital strategies that worked five years ago but are now about as effective as a chocolate teapot.
According to recent findings by digital marketing agency Embryo, 40% of shoppers tend to start their buying journey with a Google search, taking their consideration stage research to other channels such as Instagram and TikTok. This multi-channel approach to purchasing means businesses need a coordinated digital strategy to capture attention at every stage.
That’s where partnering with digital marketing experts can make all the difference. While many local businesses try to handle everything in-house, the rapidly evolving digital landscape means it’s easy to fall behind on best practices or miss crucial opportunities.
Professional agencies such as Embryo bring not just expertise, but also advanced tools and data insights that would be cost-prohibitive for individual businesses to maintain. They can help you navigate algorithm changes, identify emerging trends, and ensure your marketing budget is working as hard as possible across all channels.
What’s Actually Moving the Needle
Here’s what’s working right now for Somerset businesses:
Local SEO That Actually Makes Sense
Gone are the days of stuffing your website with “best business” phrases. Savvy local businesses are creating content that answers real questions from real locals. Think “where to find handmade furniture in Taunton” or “same-day delivery services in Yeovil.” It’s about being helpful, not just visible.
Social Proof with a Local Twist
Those generic five-star reviews? They’re not cutting it anymore. Successful businesses are showcasing specific stories and experiences. A café in Wells recently doubled their weekend bookings by sharing customer stories about family celebrations and meeting friends, complete with authentic photos and genuine testimonials.
Mobile-First, Speed-Obsessed
With Somerset’s patchy rural internet coverage, website speed isn’t just nice to have – it’s essential. Businesses seeing the best results have stripped back fancy features in favour of lightning-fast loading times and mobile-friendly designs that work even on dodgy 4G.
Practical Steps You Can Take Today
- Check Your Local Signals
Make sure your business shows up correctly on Google Maps and local directories. You’d be surprised how many businesses have outdated information floating around online.
- Create Content That Matters
Stop trying to compete with national chains. Instead, focus on what makes your business unique. Share stories about your local community involvement, highlight regional partnerships, and showcase how you solve specific local challenges.
- Get Smart with Social Media
Don’t spread yourself too thin. Pick the platforms where your local customers actually hang out. A B2B manufacturer in Bridgwater probably doesn’t need to be on TikTok, but LinkedIn could be gold.
Future-Proofing Your Digital Presence
The digital landscape keeps shifting, but some trends are particularly relevant for businesses:
Voice Search Optimisation
With more people using smart speakers and voice assistants, optimising for natural language searches is becoming crucial. Think about how locals might ask for your services out loud.
Sustainable Digital Marketing
Somerset customers increasingly care about environmental impact. Showcasing your sustainable practices online isn’t just good for the planet – it’s good for business.
Integration of Online and Offline
The most successful local businesses are blending their digital and physical presence seamlessly. Click-and-collect services, local delivery options, and online booking for in-store consultations are becoming standard expectations.
Next Steps
The key to success isn’t jumping on every digital trend that comes along. It’s about choosing the right strategies that work for your specific situation in Somerset. Start with one area where you know you’re falling short, whether that’s your website speed, local SEO, or social media presence. Make improvements there, measure the results, and then move on to the next opportunity.
Remember, the goal isn’t to become the biggest business online – it’s about being the most relevant and trustworthy option for your local market. That’s something businesses have always excelled at, and with the right digital approach, you can make sure that excellence shines through online too.
Pictured above image by Oleksandr Pidvalnyi from Pixabay
