We’ve worked with hundreds of businesses right here in South Dakota — from Rapid City to Sioux Falls, Spearfish, and small towns in between — as well as clients across the Midwest and beyond. Over the years, we’ve seen firsthand what works (and what doesn’t) when it comes to digital marketing for local businesses.
Whether you’re launching your first website, trying to get more local visibility, or realizing it’s time for a few strategic changes, we’ve noticed some common patterns that can make or break your results.
Local SEO
Local SEO is all about making sure your website and online presence show up higher in Google when people search for things like “restaurants in Rapid City,” “best hotels in Rapid City,” or “plumbers near me.” But what does it actually take to optimize your site for those search results?
- Optimize for local search by making sure your business is listed on key platforms like Google Business, Bing Places, LocalBlackHills.com, Yelp, and Apple Maps—just a few of the directories we prioritize for maximum visibility.
- Use local keywords: Incorporate location-specific keywords in your website content, titles, and meta descriptions. An example of a location-specific keyword would be “best marketing company in rapid city sd” (he he)
- Encourage online reviews: Positive reviews can have a big impact on your local search rankings. While negative reviews can happen (even when it’s not your fault), it’s important to stay on top of what people are saying and encourage your satisfied customers to share their experiences.
Social Media Marketing
Social media can be a powerful way to connect with your local community. Some small businesses see great results, while for others, it’s harder to prove a clear return on investment. That’s why we recommend starting small—test the waters and see if it’s a good fit for your business. If you decide to give it a shot, here are a few ways to set yourself up for success:
- Choose the right platforms: Identify the platforms where your target audience is most active.
- Create engaging content: Share valuable and relevant content that resonates with your audience.
- Interact with your community: Respond to comments, messages, and reviews promptly.
Content Marketing
How will your website stand out from the competition, especially when your online competitors aren’t always who you’d expect? For example, a customer in Rapid City might end up reading advice from a roofing company in Sioux Falls, simply because that site ranked higher in search results. Meanwhile, the local Rapid City roofer misses out— not because they lack expertise, but because their content isn’t reaching the right audience. To make sure your business shows up where it matters, here are some smart content ideas to boost your visibility in search.
- Create high-quality content: Develop blog posts, articles, and videos that provide value to your audience.
- Optimize for SEO: Use relevant keywords and meta tags to improve search engine visibility.
- Promote your content: Share your content on social media and through email marketing.
Email Marketing
Email marketing is one of the most reliable ways to stay connected with your customers and keep your business top of mind. Some small businesses see strong results right away, while others need time to build their subscriber list before the impact is clear. That’s why we suggest starting with a simple approach—focus on growing your list and sending valuable, relevant content. If you’re ready to give email marketing a try, here are a few tips to help you get the best results:
- Build an email list: Collect email addresses from your website visitors and customers.
- Send targeted campaigns: Create personalized email campaigns based on customer preferences and behavior.
- Measure results: Track open rates, click-through rates, and conversions to optimize your email marketing strategy.
Google Advertising
Google advertising can be a powerful way to get your business in front of people who are actively searching for what you offer. Some small businesses see quick wins, while others need time to refine their targeting and ad copy before seeing consistent results. That’s why we recommend starting with a focused campaign—test a few keywords, monitor performance, and adjust as you go. If you’re ready to explore Google Ads, here are a few tips to set yourself up for success:
- Utilize Google Ads: Target your ads to specific demographics, interests, and locations.
- Create compelling ad copy: Write persuasive ad copy that encourages clicks.
- Track performance: Monitor your ad performance and make necessary adjustments.
We Know What Works
Digital marketing isn’t one-size-fits-all—especially here in South Dakota. Whether you’re serving Rapid City, Sioux Falls, or a small-town community, the key is finding the right mix of tactics that speak to your audience and support your goals. At Dot Marketing, we’ve seen what works (and what doesn’t) for businesses across the region. If you’re ready to strengthen your strategy or need help getting started, we’re here to guide you every step of the way. Let’s put your business on the map—literally and digitally.
