Florida's business landscape is a dynamic, evolving engine of activity. The 2021 influx of residents and businesses , which I was part of, amplified this vibrancy. Though the initial frenzy has settled, Florida remains a prime location for growth. Its diverse economy—tech hubs, tourism and an active real estate market—offers immense potential. To capture this, small businesses need digital savvy to connect and stand out.

Here are seven key digital marketing lessons for small businesses in Florida.

1. Be Hyperlocal Or Be Overlooked

Simply targeting "Florida residents" isn't enough; the state is a mosaic of unique communities. Tampa's tech scene differs from the Space Coast's aerospace focus, while Jacksonville's logistics and healthcare sectors have unique needs, and Orlando caters to diverse groups. Real estate agents, for example, target specific neighborhood vibes from Miami's luxury waterfronts to St. Augustine's historic district. With 20% of local searches starting in Google, Apple and Bing maps, a localized strategy is crucial.

• Focus on niche content. Create blog posts and social media posts for specific Florida communities or customer segments. Think: "Best Local Coffee Shops for Remote Workers in Orlando," "Eco-Friendly Tour Operators in the Florida Keys" or "Financial Planning for Retirees in Retirement Communities."

• Understand regional nuances. Research local demographics, economic drivers and cultural preferences using resources like the U.S. Census Bureau's data for Florida .

Consumers today seek solutions that fit their lifestyles, identities and local context.

2. Speak Your Customers' Language

In much of Florida, bilingualism (especially communicating in Spanish) is a business imperative. The U.S. Census Bureau notes that over 70% of Miami-Dade County residents speak a language other than English at home—mostly Spanish. Large Spanish-speaking populations also exist in Tampa, Orlando, Kissimmee and Southwest Florida. This means that offering bilingual options is key.

Make your website, marketing materials and customer service accessible in Spanish where feasible. Engage audiences in both English and Spanish on relevant social media platforms. Consider using WhatsApp for direct communication with Spanish-speaking leads, as the platform has a significant Latino user base .

A bilingual approach is smart business, allowing you to tap into a large economic segment.

3. Go All In On Mobile And Video

Mobile accessibility and video content are fundamental for nearly all businesses. Customers use phones to research and buy; mobile devices account for 62.5% of mobile traffic worldwide. Video can boost engagement .

• Engaging video content: Think product demonstrations, service explanations, testimonials, behind-the-scenes glimpses or Q&As. Instagram Reels, TikTok and YouTube are key.

• Virtual consultations and tours: Offer virtual consultations, showroom tours or service demonstrations via Zoom or similar platforms.

Consumers overwhelmingly start research online, often on mobile. Make sure your digital storefront is ready.

4. Lead With Value, Especially When Challenges Arise

Florida's allure is undeniable, but hurricane season brings unpredictability. A major storm can disrupt operations, shift priorities and impact the local economy. Ready.gov and the Florida Division of Emergency Management offer preparedness guidance. Providing timely, helpful information during crises builds immense trust.

• Preparedness checklists: "Small-Business Hurricane Preparedness Guide."

• Post-event resources: "Navigating Insurance Claims for Business Owners."

• Informative updates: "Understanding Supply Chain Disruptions."

When uncertainty looms, resourceful businesses become invaluable. This is particularly crucial in real estate, where agents can provide guidance on flood zones, mitigation and insurance.

5. Optimize Your Google Business Profile

Customers often google your business before visiting it physically or online. Your Google Business Profile (GBP) is often their first impression.

• Keep information up to date: Regularly update hours, services and contact details.

• Share fresh visuals regularly: Post photos of products, services, your location, your team or events.

• Actively manage reviews: Respond to all reviews professionally. Many consumers read online reviews before buying.

• Use Google Posts: Share updates, offers or new content.

• Pro tip: Use English and Spanish for GBP information and when responding to reviews, if relevant.

6. Automate Strategically

For busy small businesses, timely follow-ups on leads from multiple channels is critical. Manual management can be overwhelming and lead to missed opportunities. I recommend using a customer relationship management platform to organize contacts and automate follow-ups. CRM adoption is growing as businesses aim to improve customer interactions.

Implement automation thoughtfully: Set up, test and ensure it enhances , not replaces, personal connection where it matters.

7. Remember: Your Digital Platform Is Your Prime Real Estate

It's often said that McDonald's is a real estate business selling burgers. The lesson here is that prime locations are key. For modern small businesses, your digital presence (website, social media, content) is your prime real estate. It's where you build your brand, attract audiences and facilitate transactions. A strong online presence is vital for small-business success.

Real estate agents know their listings are content, SEO assets and brand ads. A bakery's Instagram photos, a consultant's LinkedIn articles and a retailer's e-commerce site are all valuable digital assets that build authority and drive growth.

Bonus Tip: Know The Rules And Stay Compliant

Florida has regulations for businesses, including advertising laws and licensing. For instance, real estate professionals must display their brokerage firm's licensed name in all ads.

The Florida Department of Business and Professional Regulation is a key resource. Ensure your digital marketing and operations adhere to Florida's laws. Avoid compliance issues.

For small businesses aiming to grow in Florida, these digital strategies offer a foundation. A massive marketing team isn't essential; you just need a clear strategy and the right tools. Make sure you understand your audience (including bilingual needs) and deliver value. Florida is ripe with opportunity; a strategic, authentic digital presence is essential to claim your share.