Running a local business means wearing a dozen different hats. You’re the CEO, customer service rep, accountant, and now—somehow—you are supposed to be a digital marketing expert too.
Sound familiar?
If you’re staring at your phone wondering whether you should be on TikTok, Instagram, Facebook, or all three, you’re not alone. Most local business owners feel completely overwhelmed by digital marketing. The good news? You don’t need to master everything at once.
Let’s break down exactly where to start with your digital marketing in 2025, without the confusion or endless to-do lists.
Before diving into specific platforms, you need to understand the three main categories of content that actually move the needle for local businesses:
| Content Type | Purpose | Examples | Best Platforms |
| General Content | Build awareness & trust | Behind-the-scenes videos, team intros, day-in-the-life | Instagram, Facebook, TikTok |
| SEO-Related Content | Get found in search | Blog posts, FAQ videos, service explanations | Website blog, YouTube, Google |
| Complementary Content | Support other marketing | Email newsletters, testimonials, promotional content | Email, social media, website |
This is your “get to know us” content. It shows personality, builds trust, and keeps your business top-of-mind when people need your services.
Think behind-the-scenes videos, team introductions, and day-in-the-life content. This type of content doesn’t directly sell—it builds relationships.
This content helps people find you when they’re actively searching for your services. It includes blog posts answering common questions, service pages, and location-specific content.
When someone googles “plumber near me” or “best landscaper in [your city],” you want to show up. SEO content makes that happen.
This includes email newsletters, customer testimonials, and content that amplifies your other marketing efforts. It’s the glue that holds your marketing strategy together.
Here’s what every local business owner needs to know: short-form video delivers the best return on investment for most businesses right now.
| Content Format | Engagement Rate | Time to Create | ROI Rating |
| Short-form Video | 📈 Very High | ⏱️ 15-30 min | ⭐⭐⭐⭐⭐ |
| Long-form Video | 📊 Medium | ⏱️ 2-4 hours | ⭐⭐⭐ |
| Images/Carousels | 📊 Medium | ⏱️ 10-20 min | ⭐⭐⭐⭐ |
| Text Posts | 📉 Low | ⏱️ 5-10 min | ⭐⭐ |
| Blog Posts | 📊 Medium | ⏱️ 1-3 hours | ⭐⭐⭐⭐ |
We’re talking about 15-60 second videos on Instagram Reels, TikTok, YouTube Shorts, and Facebook Reels.
Why does it work so well?
The best part? You don’t need expensive equipment. Your smartphone and good lighting are enough to get started.
While short-form video should be your focus, these three content types deserve serious attention:
| Marketing Tactic | Setup Difficulty | Monthly Time Investment | Customer Trust Level | Lead Generation Power |
| User-Generated Content | 🟢 Easy | 2-3 hours | 🔥 Very High | ⚡⚡⚡⚡ |
| Google Business Profile | 🟢 Easy | 1-2 hours | 🔥 High | ⚡⚡⚡⚡⚡ |
| SEO Blog Posts | 🟡 Medium | 4-6 hours | 🔥 High | ⚡⚡⚡⚡ |
| Social Media Ads | 🔴 Hard | 3-5 hours | 🔥 Medium | ⚡⚡⚡ |
| Email Marketing | 🟡 Medium | 2-4 hours | 🔥 High | ⚡⚡⚡⚡ |
Your happy customers are your best marketers. Encourage reviews, before-and-after photos, and testimonials. Share them (with permission) across your social media.
UGC works because people trust other customers more than they trust your marketing messages.
Most local businesses ignore this free marketing tool. Regular posts to your Google Business Profile help you show up in local searches and give potential customers reasons to choose you.
Post updates about services, share photos of recent work, and highlight special offers. It takes five minutes and can drive real business.
Writing helpful blog posts about common customer questions serves two purposes:
Answer questions like “How often should I service my HVAC system?” or “What’s the best time of year to trim trees?” You’ll attract people actively looking for your services.
Despite what you might hear, email marketing delivers excellent results for local businesses. A monthly newsletter keeps you connected with past customers and can drive repeat business.
Share helpful tips, showcase recent projects, and include special offers for subscribers.
Tools like ChatGPT and other AI platforms can help you:
The key is using AI as a starting point, then adding your personal touch and expertise.
Here’s how smart business owners maximize their content creation time:
📝 START: One Blog Post (1,200 words)
↓
┌─────────────────────────────────────────────┐
│ │
▼ ▼ ▼
📱 5-7 Social Posts 🎥 3-4 Short Videos 📧 Email Newsletter
│ │ │
▼ ▼ ▼
📸 Instagram Graphics 📺 YouTube Shorts 💌 Follow-up Emails
│ │ │
▼ ▼ ▼
🐦 Twitter Threads 📱 TikTok Content 📰 LinkedIn Articles
RESULT: 1 hour of work = 2-3 weeks of contentStart with one piece of long-form content (like a blog post or detailed video), then break it into smaller pieces:
One hour of content creation can fuel your marketing for weeks when you repurpose strategically.
Feeling overwhelmed? Here’s exactly where to begin:
| Month | Primary Focus | Time Investment | Key Actions | Success Metrics |
| Month 1 | Google Business Profile | 30 min/week | Complete profile setup – Post 2x per week – Encourage reviews | 5+ new reviews, increased profile views |
| Month 2 | Short-form Video | 1 hour/week | Create 1 video/week – Post across platforms – Engage with comments | 100+ video views, 10+ engagements |
| Month 3 | Blog Content | 2 hours/week | Write 1 blog post/month – Optimize for SEO – Share on social | Increased website traffic, 1+ leads |
| Month 4 | Email Marketing | 1 hour/week | Launch monthly newsletter – Collect email addresses – Send helpful content | 50+ subscribers, 20%+ open rate |
Week 1-2: Set up or optimize your Google Business Profile. Post updates twice per week.
Week 3-4: Start creating one short-form video per week. Focus on showing your work or explaining simple tips.
Month 2: Add one blog post per month answering common customer questions.
Month 3: Launch a simple monthly email newsletter.
Month 4+: Explore additional platforms and content types based on what’s working.
Digital marketing doesn’t have to be a solo journey. Consider these options:
| Task | DIY If… | Hire Help If… | Typical Cost |
| Social Media Posting | You enjoy creating content & have 3+ hours/week | You want consistency without time investment | $300-800/month |
| Blog Writing | You’re comfortable writing & know your industry well | You struggle with writing or lack time | $100-300/post |
| SEO Optimization | You’re willing to learn & have technical skills | You want professional results quickly | $500-2000/month |
| Email Marketing | You have a small list & simple needs | You want advanced automation & design | $50-500/month |
| Video Editing | You enjoy the creative process | You want polished, professional results | $50-200/video |
The key is finding the right balance between what you can handle in-house and where you need help.
The biggest mistake local business owners make is waiting until they have the “perfect” marketing strategy before starting.
You don’t need to master every platform or create Hollywood-quality content. You just need to start showing up consistently where your customers spend time.
Pick one or two content types from this guide and commit to them for the next three months. Track what works, adjust what doesn’t, and gradually expand your efforts.
Your future customers are looking for businesses like yours right now. Make sure they can find you..