From Local to Legendary: Small Biz Growth Tactics

What Is a “Local” Business?

The definition of a local business varies, but most customers consider it to be an independently owned company with a physical presence in the community. These businesses contribute to the local economy by:

• employing residents,
• paying local taxes, and
• actively participating in neighborhood events.

Small businesses that emphasize their local identity often gain the trust and support of community members.

What Is Local Marketing?

Local marketing, sometimes called neighborhood marketing, refers to targeted promotional efforts aimed at customers in a specific geographic area. Whether you operate a brick-and-mortar store, a service-based business, or an online company serving local customers, a solid local marketing strategy ensures that your brand remains visible and relevant.

How to Market Your Small Business Locally

To attract and retain local customers, small businesses should use a mix of digital and offline strategies tailored to their audience. Explore 10 effective tactics to market your small business locally:

1. Optimize for Local SEO

Make sure your business appears in local search results by optimizing your website for location-based keywords. Claim and update your Google My Business profile to improve visibility in Google Search and Maps.

Example: A local bakery includes "best cupcakes in [city]" on its website and gets featured in search results.

2. Encourage Online Reviews

Positive reviews on platforms like Google, Yelp, and Facebook build credibility and help potential customers make informed decisions. Encourage satisfied customers to leave reviews and respond to feedback promptly.

Example: A family-owned café offers a free coffee to customers who leave a Google review.

3. Leverage Social Media Marketing

Use platforms like Facebook, Instagram, and TikTok to engage with local audiences. Share behind-the-scenes content, promote special offers, and interact with customers through comments and direct messages.

Example: A boutique posts daily Instagram Stories showcasing new arrivals and styling tips.

4. Utilize Local Advertising

Invest in digital ads targeted to specific geographic areas. Social media platforms allow for hyperlocal targeting, while local newspapers, radio stations, and community magazines offer traditional advertising opportunities.

Example: A landscaping company runs Facebook ads targeting homeowners in their service area.

5. Participate in Community Events

Strengthen your brand’s presence by sponsoring or attending local events, farmers’ markets, and charity fundraisers. Engaging with the community fosters relationships and enhances brand recognition.

Example: A gym sponsors a local 5K race and offers free workout classes for participants.

6. Partner with Other Local Businesses

Cross-promote with neighboring businesses by offering joint discounts, hosting collaborative events, or featuring each other on social media. These partnerships expand your reach while reinforcing local ties.

Example: A florist and a wedding planner team up to offer a special package for engaged couples.

7. Offer Local Promotions and Loyalty Programs

Encourage repeat business with discounts, coupons, and loyalty programs tailored to local customers. Exclusive deals for community members create a sense of appreciation and belonging.

Example: A bookstore offers a discount to customers who bring in a library card.

8. Use Direct Mail Campaigns

Sending postcards, flyers, or coupons to residents can be a highly effective way to reach customers who may not engage online. Personalizing these offers increases the likelihood of conversion.

Example: A pizzeria sends out coupons with special discounts for new neighborhood residents.

9. Maintain a Mobile-Friendly Presence

Many customers search for local businesses on their smartphones. Ensure your website is mobile-friendly and easy to navigate, with clear contact information and an intuitive layout.

Example: A hair salon’s mobile site includes an easy-to-use booking system for appointments.

10. Engage in Word-of-Mouth Marketing

Encourage customers to refer your business to friends and family. A strong reputation within the community can lead to organic growth and sustained customer loyalty.

Example: A cleaning service offers a discount for every referral that results in a new customer.