Local small businesses live and die by their reputation among customers in a well-defined geographic area. If your local customers love your business and identify with your brand, business can boom quickly and grow steadily. If they’re turned off by your brand identity, you’re likely to suffer at the hands of your only consumer base.
Getting into and staying in the good graces of local customers means not only presenting a business model and brand that’s appealing, but continuing to present that image. Forgetting about your business is almost as bad for your bottom line as disagreeing with it!
Staying in front of your local customers without becoming an annoyance can be tricky. Luckily, there are a few surefire ways to tread that line with impunity, keeping your business a local fan-favorite:
Explore Influencer Marketing
Influencer marketing is a subtle, yet powerful way to stay on the local radar. If you’re a restaurant, invite local business reps to bring their lunch meetings to you. If you’re a print shop, volunteer your services for a local nonprofit. Influencer marketing is all about grassroots reputation building. Find people who will talk about your brand, and give them a reason to say positive things!
Get Involved In Your Community
If people see you as a fixture in the community, they’re going to support your business. Attend local events, donate to local groups and maintain your standing at the local level. Remember, every local impression you make is absorbed by your potential customer base.
Respond To Reviews
Whether positive or negative, it’s important to show your local customers you’re engaged. Responding on social platforms to reviews is a great way to stay in their world. Customers who take the time to leave a review or ask a question give you permission to engage them—capitalize on this in a simple, positive way and others will take note of it.
Advertise As A Service, Not Interruption
This is the essence of passive marketing. Display your daily specials on a chalkboard, leave your door open with a sales flyer at the entrance or offer a punch card for customer loyalty. These are all ways you can reach customers daily, without interrupting.
Improve Your Exterior Signage
As a local brick and mortar establishment, your exterior signage is going to do more for you than any digital ad. Make sure you’re making an investment in your primary storefront signage—it’ll translate into daily impressions that serve to keep you relevant within the local consumer class.
There are numerous opportunities for sponsorship with a community. From 5k runs to bike races, little league teams to car shows and more, these events need support. You’ll showcase the vested interest you have in local events and gain the respect of brand advocates who sing your praises. Moreover, if things like shirts or bumper stickers are part of the sponsorship, these items will continue to market for you long after the event has passed.
Support Local Radio
Local radio is a great marketing medium for your customer demographic—it spans only as far as your potential customers do! Having a radio spot here and there is a great way to get your name into the mix. Whether they’re sitting in traffic on the way home or scanning channels for something to listen to, customers are going to hear your appeal and remember it.
Experiment With Digital Ads
In the modern age of digital advertising, PPC ads can geographically targeted. Whether you’re advertising through Google or Facebook, targeting only your local crowd will make sure you’re getting face time each and every day. And, thanks to nominal costs, this blanketing method of advertising can also be the most cost-efficient.
Remember, your local customer pool is the only one you’ve got to work with: make sure you’re cultivating a brand that’s valued by them! Consider the above ways to stay relevant and popular among your local customers.
Want even more great ideas on how to get your business noticed in your local market? Find one of our marketing and print service centers near you!