Year in Review: Digital Marketing Lessons for Local Business
As 2021 draws to a close, it is worth looking back at what we have learned about digital marketing for local businesses this year. It has been another year of significant change — from Google algorithm updates to shifting consumer behaviour to new platform features.
For small businesses in Western Sydney and across Australia, some of these changes created new opportunities while others demanded adaptation. Here are the key lessons from 2021 that will shape how local businesses approach digital marketing going forward.
Lesson 1: Online Presence Is No Longer Optional
If there was still any doubt about the importance of having a strong online presence, 2021 eliminated it. With lockdowns affecting parts of Australia for extended periods, businesses with good websites, active social media, and online ordering or booking capabilities fared significantly better than those without.
Businesses that had invested in their online presence before they needed it were able to pivot quickly. Those that had not scrambled to catch up.
The takeaway: Your online presence is not a nice-to-have. It is essential business infrastructure. If your website is outdated or your social media is inactive, investing in these areas should be a priority for 2022.
Lesson 2: Google My Business Became Even More Important
Google continued to increase the prominence of Google My Business (GMB) listings in local search results. In 2021, GMB listings have been more visible than ever, with additional features like messaging, product listings, and service menus.
Businesses with complete, optimised GMB profiles consistently outperformed those with basic or unclaimed listings in local search visibility.
The takeaway: If you have not optimised your GMB profile, do it before the year ends. It is one of the highest-return activities for local businesses.
Lesson 3: Core Web Vitals Changed SEO
In mid-2021, Google officially made Core Web Vitals a ranking factor. This means your website’s loading speed, interactivity, and visual stability now directly affect your search rankings.
For many small business websites, this was a wake-up call. Sites built on heavy WordPress themes with numerous plugins often struggled to meet Google’s new performance benchmarks.
The takeaway: Website performance is now a ranking factor, not just a user experience consideration. If your site is slow, fixing it is an SEO investment, not just a technical chore.
Lesson 4: Video Content Dominated Social Media
2021 was the year short-form video went mainstream across all platforms. Instagram Reels, TikTok (growing rapidly in Australia), and even LinkedIn video saw explosive growth. Businesses that embraced video content consistently saw higher engagement and reach compared to static image posts.
The barrier to entry is lower than ever. Smartphone-quality video is perfectly acceptable on social media. Authenticity outperforms polish.
The takeaway: If you have not started creating video content, make it a priority for 2022. Start simple — your phone is all you need.
Lesson 5: Reviews Matter More Than Ever
Online reviews continued to grow in influence throughout 2021. They affect local search rankings, they influence customer decisions, and they build (or erode) trust before a customer ever contacts you.
Businesses that actively managed their review profiles — consistently collecting new reviews and responding to all of them — saw tangible benefits in visibility and conversion rates.
The takeaway: Building a systematic review collection process should be part of your standard business operations. Do not leave reviews to chance.
Lesson 6: Email Marketing Proved Its Resilience
While social media algorithms shifted and paid advertising costs increased, email marketing remained remarkably consistent. Businesses with engaged email lists had a direct, reliable channel to communicate with customers regardless of what happened on other platforms.
The businesses that invested in growing their email lists throughout 2021 have a significant asset heading into 2022.
The takeaway: If you do not have an email list, start building one now. If you have one but rarely email it, start a regular newsletter. Your email list is one of the few marketing assets you truly own.
Lesson 7: Paid Advertising Costs Increased
Both Google Ads and Facebook Ads saw cost increases in 2021. More businesses competing for the same audiences drove up cost-per-click across many industries. Additionally, Apple’s iOS 14.5 privacy changes impacted Facebook’s ability to track and target users, affecting ad performance for many businesses.
The takeaway: Diversify your marketing. Do not rely solely on paid advertising. Invest in organic channels (SEO, content marketing, social media, email) alongside paid campaigns to reduce your dependence on any single channel.
Lesson 8: Local and Community Focus Resonated
In a year marked by uncertainty, consumers showed strong support for local businesses. “Shop local” sentiment grew, and businesses that emphasised their local roots and community connections saw stronger customer loyalty.
For Western Sydney businesses, leaning into your local identity — mentioning your suburb, featuring local landmarks, engaging with community events — resonated more than ever.
The takeaway: Do not shy away from your local identity. Emphasise it in your marketing. Customers want to support local businesses, and your local connection is a genuine competitive advantage.
Lesson 9: Content Marketing Compounded
Businesses that consistently published valuable content throughout 2021 saw compounding results. Blog posts published early in the year continued to attract organic search traffic months later. Social media accounts that posted consistently built engaged audiences over time.
Content marketing is not about viral moments. It is about steady, consistent value creation that compounds.
The takeaway: Content marketing is a long game, but it works. The blog posts, videos, and social media content you create today will continue to work for you long after you publish them.
Lesson 10: Mobile Experience Is Make or Break
Mobile traffic continued to grow in 2021. For most local businesses, mobile now accounts for the majority of website visits. Google’s mobile-first indexing is fully in effect, meaning your mobile site is your real site in Google’s eyes.
Businesses with poor mobile experiences are losing customers and search visibility.
The takeaway: Test your website on a phone right now. If anything is difficult to use, hard to read, or slow to load, fixing your mobile experience should be a top priority.
What Worked Best for Local Businesses in 2021
Looking at the local businesses we have worked with this year, the strategies that delivered the best results were:
- Optimised Google My Business listings with regular posts and active review management
- Consistent content creation (blog posts and social media) focused on local topics and customer questions
- Video content even at a basic level — talking-head tips, behind-the-scenes footage, customer testimonials
- Email marketing with regular, valuable newsletters to existing customers
- Fast, mobile-friendly websites that make it easy for visitors to take action
- Multi-channel approach combining organic and paid strategies rather than relying on a single channel
Looking Ahead to 2022
Based on what we have seen in 2021, here are the trends to prepare for:
Page Experience Will Matter More
Google’s Core Web Vitals are now established, and page experience will only become more important. Invest in website performance.
Video Will Continue to Grow
Short-form video is not a fad. Instagram, Facebook, YouTube (Shorts), and TikTok will all continue to push video content. The businesses that embrace video now will have an advantage.
Privacy Changes Will Continue
Apple’s privacy changes were just the beginning. Expect more restrictions on tracking and targeting. Build first-party relationships (email lists, customer databases) that do not depend on third-party tracking.
Local SEO Will Get More Competitive
As more businesses invest in local SEO, the competition for local search visibility will increase. Start now if you have not already.
Customer Experience Will Differentiate
With more businesses online than ever, the quality of your customer experience — from your website to your communication to your service delivery — will be a key differentiator.
Your Year-End Action List
Before the calendar turns to 2022, take these steps:
- Audit your online presence: Review your website, GMB listing, social media profiles, and directory listings for accuracy and completeness.
- Test your website on mobile: Fix any issues with your mobile experience.
- Review your analytics: What worked this year? What did not? Let the data guide your 2022 strategy.
- Set clear goals: What do you want to achieve with your digital marketing in 2022?
- Plan your first quarter: Map out your content, campaigns, and priorities for January through March.
2021 taught us that the businesses who invest consistently in their digital presence — even incrementally — are the ones that thrive. The tools and strategies are accessible to every local business. The difference is in the doing.
If you want help planning your 2022 digital marketing strategy, our Western Sydney team is here. Let us help you build on what worked in 2021 and make next year your best yet.
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