Local marketing: 4 ways small businesses can boost community support and drive growth

By Gareth Walton, head of EMEA sales

Small businesses are the lifeblood of our communities and the UK economy – but there are some challenging times ahead. Business rates are increasing, energy rates are being slashed, and consumer confidence remains at historic low levels.

Many small businesses will need to either increase costs or increase their customer base – or perhaps they will need to do both. But this will require strong support from the communities around them. During a cost-of-living crisis, people will need to be provided with compelling reasons to part with their cash.

So it is critical for small businesses to get noticed and rally support in the local community. Here are four tactics to consider.

1) Reinforce independence

People want to get behind independent businesses. In fact, research we carried out in 2022 revealed six in 10 (60%) people prefer to spend money with independent brands. These businesses are often hardest hit during times of recession because they don’t benefit from the economies of scale and protection of being part of a large chain. But the fact that people want them to succeed is a major advantage over national chains. They should reinforce their independence at every opportunity – whether that’s a sign in a shop window, a conversation over the counter, or in online advertising.

2) Lean on local knowledge and connections

Our research also revealed that only one in five (23%) of people believe national chains in their area show an understanding of local nuances. Many small businesses will be able stand out by reinforcing local knowledge and connections – e.g. the number of years they have been serving local people, the generations the business has been with the family, or simply by demonstrating an understanding of the things that really matter to local people.

3) Create new connections

To increase your customer base, you need to put yourself out there. This could include hosting networking events, contributing to charity initiatives, attending local markets, or adopting a localized social media strategy. Effective use of social media should incorporate advertising and relationship building. Invest time in getting to know people who live in your area and publicly supporting other local businesses. Most of the time, they will return the favor (and consumers also like to see companies lifting other businesses in the local area up).

4) Know when to be humble

Small business owners often talk up how well they are doing – and this can be a very effective technique to create a buzz and become the local hotspot. But there will also be times where it is more impactful to let the local community know that times are hard. There is no shame in asking for support. When faced with the very real reality of local businesses shutting down, people may make a different choice about where to shop and spend. By sticking together, local businesses and customers can help to protect critical services and amenities.

Small businesses are a trusted and core member of an active valued community – and local communities want to get behind them. They know this is the only way to make sure that the independent businesses that make their area ‘unique’ are able to keep their doors open. Ultimately, the small businesses that build the strongest connections in the local community will be the ones to survive and grow.