If you have a business in Preston, or anywhere in Lancashire, you need to stay ahead of the competition with a comprehensive digital marketing strategy.
Why Digital Marketing is Vital for Preston Businesses
Digital marketing is essential for modern businesses because it allows them to reach customers where they spend most of their time – online. Unlike traditional marketing methods, digital marketing provides measurable results, precise targeting capabilities, and cost-effective ways to build brand awareness and drive sales.
The shift in consumer behavior toward online research and shopping makes digital marketing not just beneficial but necessary for business survival. Companies without a strong digital presence risk becoming invisible to potential customers who rely on search engines, social media, and online reviews to make purchasing decisions. Digital marketing also levels the playing field, allowing small businesses to compete effectively with larger competitors through strategic online positioning.
A successful digital marketing strategy offers unparalleled flexibility and real-time optimization opportunities. Businesses can quickly adjust campaigns based on performance data, respond to market changes, and maintain direct communication with their audience through multiple online channels. This agility and accessibility make digital marketing an indispensable tool for sustainable business growth in today’s competitive marketplace.
Local SEO Optimization
Set up a Google My Business profile
Claim and verify your Google My Business listing with accurate business information, including your Preston address, phone number, and opening hours. Add high-quality photos of your shopfront, products, or services to make your listing more appealing. Regularly update your profile with posts about special offers, events, or news to keep it active and engaging.
Optimize for local keywords
Include location-specific keywords like “Preston,” “Lancashire,” or nearby areas such as “Fulwood” or “Ribbleton” in your website content and meta descriptions. Create dedicated pages for different service areas if you serve multiple locations around Preston. Use phrases like “best restaurant in Preston city centre” or “Preston plumber near me” naturally throughout your content.
Collect and respond to customer reviews
Encourage satisfied customers to leave reviews on Google, Yelp, and industry-specific platforms. Respond professionally to all reviews, both positive and negative, showing potential customers that you value feedback. For Preston businesses, positive reviews mentioning local landmarks or areas can boost local search credibility.
Website Technical SEO
Ensure mobile-friendly design
With most local searches happening on mobile devices, your website must display perfectly on smartphones and tablets. Test your site using Google’s Mobile-Friendly Test tool and fix any issues that prevent easy navigation or reading. A responsive design is crucial for Preston shoppers researching businesses while out and about in the city centre.
Improve page loading speed
Optimize images, minimize code, and choose reliable hosting to ensure your website loads quickly. Use Google PageSpeed Insights to identify specific areas for improvement and aim for loading times under three seconds. Fast-loading sites rank better and provide a better user experience for visitors researching Preston businesses.
Create an XML sitemap and submit to search engines
Generate an XML sitemap that lists all your website pages and submit it to Google Search Console and Bing Webmaster Tools. This helps search engines discover and index your content more efficiently. Include important pages like service areas, contact information, and location-specific content in your sitemap.
Content Marketing Strategy
Develop location-specific content
Create blog posts, guides, and articles that reference Preston and the surrounding areas to attract local traffic. Write about local events, partnerships with other Preston businesses, or how your services relate to the local community. Content like “Best Wedding Venues Near Preston” or “Preston Business Networking Events” can attract local searches.
Maintain a consistent blogging schedule
Publish new content regularly, whether weekly or monthly, to keep your website fresh and give search engines new material to index. Focus on answering common questions your Preston customers ask about your products or services. Quality content that provides genuine value will naturally attract backlinks and social shares.
Use local storytelling and case studies
Share success stories from Preston customers, highlight local partnerships, or discuss how your business contributes to the Lancashire community. These stories create authentic connections with local audiences and provide unique content that competitors can’t easily replicate. Include specific Preston locations and landmarks where relevant.
Social Media Marketing
Choose the right platforms for your audience
Focus your efforts on platforms where your Preston customers spend time, whether that’s Facebook for local community groups, Instagram for visual businesses, or LinkedIn for B2B services. Research which platforms your competitors use successfully and where local Preston businesses are most active. Quality engagement on fewer platforms beats a minimal presence across many.
Engage with local community groups
Join Preston-focused Facebook groups, local business networks, and community pages to build relationships and share valuable content. Participate in discussions about local events, support other Preston businesses, and offer helpful advice without being overly promotional. Building genuine community connections often leads to word-of-mouth referrals and increased local awareness.
Share behind-the-scenes content
Show your team, workspace, and daily operations to create personal connections with Preston customers. Post about local suppliers you work with, events you attend in Lancashire, or how your business adapts to local needs. Authentic, local content helps build trust and makes your business more relatable to the Preston community.
Link Building and Partnerships
Partner with other Preston businesses
Collaborate with complementary local businesses for cross-promotional opportunities, joint events, or content partnerships. These relationships often lead to natural link exchanges and referrals that benefit both businesses. Consider partnerships with Preston hotels, restaurants, or event venues if your services align.
Get listed in local directories
Submit your business to Preston-specific directories, Lancashire business listings, and industry-relevant platforms. Ensure your business information is consistent across all listings, including name, address, phone number, and website URL. Local directories often rank well for location-based searches and provide valuable backlinks.
Sponsor local events or organizations
Support Preston community events, sports teams, or charity organizations to gain local exposure and potential backlinks from event websites. Sponsorship opportunities might include Preston Guild celebrations, local football clubs, or charity fundraisers. These activities build brand awareness while demonstrating community involvement.
Monitoring Digital Marketing Performance and Analytics
Set up Google Analytics and Search Console
Install tracking tools to monitor website traffic, user behavior, and search performance. Track which keywords bring customers to your site and which pages they visit most frequently. Use this data to refine your content strategy and identify opportunities for improvement.
Monitor local search rankings
Regularly check how your business ranks for important local keywords like “Preston [your service]” or “[your industry] Lancashire.” Use tools like Google Search Console to track ranking changes and identify which content performs best. Track your Google My Business insights to understand how customers find and interact with your listing.
Review and adjust your digital marketing strategy monthly
Set aside time each month to review your SEO and digital marketing performance, analyzing what’s working and what needs improvement. Adjust your content calendar, update business listings, and respond to changes in local search trends. Regular monitoring ensures your Preston business stays competitive in local search results.
We offer a comprehensive digital marketing package that can be tailored to your needs and budget, improving the visibility of your business while boosting the effectiveness of your website. Get in touch to find out more.