Instead of creating multi-channel national campaigns, should we really be putting a focus on local business instead?
The way consumers shop has fundamentally changed. Far from just a fleeting lockdown trend, the focus on local businesses is now a critical factor in buying decisions. If you’re a small UK business looking to grow, your local presence could be your most valuable asset.
The Algorithm and the Consumer Agree
Google reports that 46% of all searches have local intent, and ‘near me’ searches have skyrocketed by over 900% since 2016. Crucially, 69% of consumers expect search results to be within five miles of their current location. This means Google’s algorithm rewards businesses with strong local credentials, giving SMEs a chance to outrank national giants.
Consumers are also choosing local businesses due to increasing concerns about environmental impact ( such as food miles) and, critically, trust. A survey by Yell found that 41% of people are more likely to trust local businesses than larger corporations. Local equals trustworthy.
Why Physical Mail Matters
While digital geo-targeting is essential, the mix of effective local marketing channels is evolving. Traditional nationwide broadcast advertising is declining, but physical mail, specifically door drops, remains dominant.
Door drops are powerful because they are physical items that land directly in the customer’s home, cutting through the digital noise.
Research from JICMAIL shows that 75% of door drops are read, displayed and kept and people revisit them nearly three times on average.
Adding local content to your door drops really pays off. JICMAIL found that door drops with local content are:
- 10% more likely to be read.
- 33% more likely to be discussed with someone.
- 100% more likely to result in the customer going online for more information or visiting your website.
Precision Targeting
Door drops allow for precise local targeting based on postcode, distance from your location or demographics, making them incredibly effective for customer acquisition.
From a single neighbourhood campaign to a national roll-out (like Domino’s delivering local menus), this channel lets you speak directly to your most relevant potential customers.
The takeaway is simple. Investing in local marketing, be it through smart geo-targeted digital ads or highly targeted, engaging door drops, creates a virtuous circle. It boosts direct response, builds community trust and drives traffic to your website, ultimately improving your search ranking.
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About Me
If you enjoy my blogs, you might be curious about my background. I’ve worked in PR and Marketing since 1993. Later, in 1999, I founded a full-service agency and spent the next 24 years successfully growing it. During that time, I had the privilege of partnering with some of the biggest blue-chip brands in the UK and learned extensively from the exceptional marketing professionals I met along the way. Then, in 2023, the management team I built successfully acquired my agency, 8848, setting me free to pursue new passions.
Now, my love of marketing and communications powers our own family venture: a retreat of holiday cottages in the Peak District. I love making brands look and work better, and consequently, in just a few short years, we’ve driven significant growth. In fact, thanks to my focus on SEO, we consistently rank on page one for most key regional search terms, making 2025 our busiest year yet.
Do you need help making your brand or business perform better? If so, I’d love to meet you.