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Effectively Marketing a Small Business in a Small Community

by Ragini Salampure
Effectively Marketing a Small Business in a Small Community

Marketing a small business can be an uphill battle, no matter how small a community that enterprise serves. While it’s true that effectively promoting a small business in a major metropolitan area involves its own set of challenges, this doesn’t mean that every small town-focused marketing effort is guaranteed to succeed. Luckily, with the right tips at your disposal, you can save yourself a tremendous amount of time, effort and resources. Business owners looking to maximize their small town promotional endeavors can benefit from the following measures.

Network with Local Business Owners 

Provided you’re not in direct competition with one another, networking with other local business owners can prove beneficial in a number of areas. For starters, they’ll be able to point interested patrons in your direction should any of their customers ever express a need for your services. (You, in turn, will be able to do the same.) Secondly, they may be well-equipped to keep you apprised of trends in the local economy, which can prove tremendously helpful to any business with a hyperlocal focus.

There are numerous ways to make yourself known to fellow local business owners. For example, if there are any formal networking events for local entrepreneurs, make a point of attending. You also want to consider taking the initiative and hosting such events yourself. Community events at which local businesses are a presence – such as fairs and employment drives – can also provide great opportunities for becoming acquainted with local merchants. Additionally, there’s nothing preventing you from simply walking into other local businesses and politely introducing yourself. (Of course, if certain businesses are appointment-only, this may not be the best course of action.) 

Create Promotional Items 

You’d be hard-pressed to find someone who doesn’t enjoy receiving free stuff. With this in mind, you should set to work creating promotional items to generate interest in your business. Examples of such items include T-shirts, hats, pens, mugs and even protective facemasks. Since all of these items have a practical application, anyone who receives them is likely to use them repeatedly – and if your business’s logo is plainly visible, there’s a good chance that they’ll remember you the next time they or someone they know is in need of your services. 

Promotional items can be distributed at a wide range of local events, including fairs, fundraisers and various other community gatherings. The more people you give these items to, the more interest your business is likely to garner. 

Purchase Ad Space in Local Publications 

There’s no denying that the past decade has been a tumultuous time for print media. With newspapers, magazines and other print publications shuttering left and right, it’s easy to see why many businesses have no interest in promoting themselves through a dying form of media. While it’s true that print publications are generally faring poorly, newspaper subscriber numbers remain relatively robust in many small communities, as papers are often the only consistent source of hyperlocal news in these areas. 

So, if your business is based in such an area, purchasing ad space in the local paper and other community circulars can be an effective way to get the word out. You may also want to consider buying ad spots on local radio and television outlets. 

Work with Experienced Marketers 

Not every small business owner is a marketing whiz. While running a small business may come naturally to you, promoting said business may be well outside of your wheelhouse. If this describes your situation, don’t hesitate to reach out to experienced marketers. A seasoned marketing company will help you develop workable strategies for both the physical space and the worldwide web. For example, if your business specializes in cannabis and/or cannabis-adjacent products, reach out to Marijuana Marketing Xperts

Marketing a small business can present entrepreneurs with a number of challenges. Even if your enterprise is based out of a small community and has a hyperlocal focus, you can’t simply assume that prospective patrons will become aware of your existence on their own. While carving out a niche for yourself in a smaller area is arguably easier than doing so in a sprawling metropolis, you’ll still need to put a fair amount of effort into your various promotional endeavors. So, if you’re looking to spread the word about a new business in a small community, heed the pointers discussed above.   

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