Today, more than ever, businesses are expected to connect with customers through social media. Digital marketing expert Seb Brantigan shares practical strategies to help businesses survive and thrive in an ever-changing digital landscape.
L
ocal businesses once had limited advertising options: a slot on Heart East Anglia, a display ad in the local paper, a prime advertising board by Ipswich rail station.
Rate cards were launched to everyone within a 30-mile radius. Time was lost in meetings with creative designers and voice-over artists, hours spent reviewing newspaper layouts and copy. This in the hope that your desired demographic would catch your jingle between traffic updates, or that your leaflet wouldn’t get lost amongst taxi flyers.
Today’s marketing landscape has done a complete 180. Thanks to AI tools, real-time data, and community-driven content, local social media advertising has transformed what’s available to East Anglia’s SMEs.
 Faster and more targeted, whether you run a dental practice or a fitness centre, connecting with local audiences through social media has never been more effective. And with the right approach, it is surprisingly straightforward.
The Right Platform for Your Business
Generally, video content dominates, with research* showing that people prefer learning about products through short videos. Instagram’s visual appeal is ideal for restaurants and retailers, whilst service businesses favour local Facebook groups. Professional services naturally prefer LinkedIn’s networking potential.
Choose what works you & master one platform before scaling.
*Source: www.yaguara.co/short-form-video-statistics.
The Right Place, The Right Time: Hyperlocal Marketing
Gone are the days of casting wide marketing nets across entire cities. Hyperlocal marketing focuses on small, specific areas – a small town or neighbourhood.
Technology now delivers highly targeted advertisements to people within defined areas using real-time location data. By creating location-specific campaigns focused on local preferences, businesses connect personally with nearby customers.
Weather-Based and Event Marketing
Apply real-time data from social media advertising platforms that respond to environmental conditions and local events. Rather than broad demographic targeting, these social media ads feel timely and relevant – especially when local forecasts affect daily plans.
This technology extends to local events, traffic patterns, and trending tropics within specific geographical areas. Businesses can use social media advertising platforms to define location areas and develop specific ad variations: rainy-day, seasonal, outdoor/indoor or event related.
In practice, retailers promote coats during cold snaps, hardware stores advertise weatherproofing before storms, and restaurants push al-fresco dining during sunny forecasts. Event-based targeting works during local festivities – businesses run themed promotions tied to specific dates.
Test different approaches to see what drives clicks or gets customers. Compare results using analytics and use metrics to predict future results.
Building Authentic Communities
2025 prioritises quality over quantity – building loyal communities rather than chasing follower counts. UK consumers lean toward brands communicating with sincerity and meaning.
Create neighbourhood-specific groups sharing local stories, partnerships, and exclusive offers. Put faces to your business – people trust people, especially in tight-knit communities. Behind-the-scenes content featuring you and your team builds genuine connections.
Respond personally to comments and messages. Show you care about customers beyond just sales. This authentic engagement creates word-of-mouth marketing that money can’t buy.
Content Creation at Scale
What once required big budgets and hours of work now takes minutes. With AI embedded in every stage of content creation, almost anyone can produce branded, tailored copy, unique images, or engaging videos quickly.
Content can be adapted for different social media advertising platforms to include local towns, regions, landmarks and more, helping resonate more with your audience. “Hey, Rushmere Mums!” or “Ipswich foodies – don’t miss…”
Video content is crucial. Simple smartphone videos of your daily operations can outperform expensive productions – easier and more authentic.
Social Commerce Integration
Platforms increasingly enable seamless purchasing through shoppable posts. Tag products directly in Instagram posts, use Facebook shops, or create TikTok shopping experiences. Set up business profiles on your chosen platforms to access these commercial features.
Legal Compliance Essentials
UK businesses must comply with GDPR legislation when using social media advertising to collect data via a landing page or website. Set expectations about the communication type and frequency. Non-compliance could lead to huge fines and the loss of social media privileges.
Managing Tools Effectively
Choose AI marketing tools carefully. Identify repetitive tasks – content scheduling, image resizing, basic copy creation that save time. Research and test free versions before committing.
Communication is key – instruct AI with detailed, clear prompts tailored to your brand and audience.
As with an employee, create dialogue and trust the responses as you would from a real team member. Critique output until you reach the desired level, continuing to track and assess deliverables.
Local Marketing Best Practices
For Better Targeting
Target customers within a radius of your location to drive foot traffic.
Use hyperlocal hashtags like #IpswichFitness.
Partner with local influencers for reviews or competitions.
Target trending local topics and create community-focused content.
For Better Visibility
Use location tags consistently across all posts.
Collaborate with other local businesses for cross-promotion.
Sponsor community events and use filmed content in your creative.
Live-stream local events while running social media promotions.
Reviews: Trust-Builders That Sell
Customer reviews – whether online, video testimonials, or quick comments – build serious trust. Don’t hesitate to ask after sales or services. Follow-up with polite review requests and include direct links.
Respond to reviews with thanks or detailed answers, showing you care about customers beyond just sales. Remember to reuse reviews in your advertising.
AI marketing tools for social media can reply to reviews for you, adding that personal touch to your marketing. Examples of AI tools are GoHighLevel for review collection and smart content scheduling, and Jasper.ai for content creation.
Seb’s Final Thoughts
Successful local social media marketing combines many small, well-planned actions. From knowing your customers to understanding where they live and when they’re scrolling.
Content tools and hyperlocal targeting now make it easier for small businesses to connect with real people close to home.
The importance of consistent, high-quality content has grown, especially with changes in how Google presents search results. With users increasingly not clicking through to websites, selling through social media is the new normal.
In today’s crowded digital space, relevance is king. Think hyperlocal, act authentic – and watch your local impact grow.
