We’ve spent many columns discussing how small businesses can market and brand themselves more effectively. Let’s look at ways that entire communities can market and brand themselves effectively, too. Marketing plays a crucial role in promoting communities and attracting visitors, even in small local communities. However, due to limited resources and unique challenges, a small community marketing initiative requires a customized approach.
Small communities thrive on strong community relationships and a sense of belonging. By actively engaging with the community, they can build trust, loyalty and generate positive word of mouth. Community engagement activities may include sponsoring local events, volunteering, participating in fundraisers, or partnering with other businesses. According to a survey by Cone Communications, 85% of consumers have a more positive image of a product, company or community when it supports a cause they care about.
Social media platforms have become indispensable marketing tools, even for small communities. A study conducted by the Pew Research Center revealed that 72% of American adults use social media, indicating a large potential audience. Maintaining an active and engaging social media presence helps communities connect with their local audience, potential audience, share updates, promote what they have to offer, and respond to various inquiries. A study by Retail Touchpoints found that 41% of consumers discover new brands on social media.
Partnering with your local businesses can be mutually beneficial. By forming partnerships, communities can increase their exposure, tap into their customer base and local businesses, and share marketing resources. For example, a coffee shop might partner with a bookstore to host joint events or offer cross-promotions. These alliances not only improve the company’s visibility, but also create a sense of community cohesion. A study published in the Journal of Marketing found that partnerships between local businesses within a community increased sales and customer satisfaction.
Word of mouth marketing continues to be a powerful tool for small communities. By implementing customer referral programs, communities can incentivize their residents and visitors to recommend their community or services to friends and family. Referral programs not only generate new customers but also strengthen their loyalty. According to a study conducted by Texas Tech University, customers acquired through referrals have a 16% higher lifetime value compared to those acquired through other means.
Every community needs a strong local SEO presence for local search, which is crucial for communities to be easily discovered by potential visitors. By adding local keywords and phrases to websites, blogs and online directories, communities can improve their visibility in search engine results. According to Google, “near me” searches have increased by 150% in recent years. Local SEO techniques, such as claiming and optimizing Google My Business listings, can significantly increase a community’s visibility in the region.
Small communities offer the advantage of creating personal connections with visitors. By tailoring their marketing efforts to deliver a personalized experience, communities can build a loyal visitor base. Personalization can range from addressing customers by name in email marketing campaigns to offering personalized recommendations based on past purchases. An Epsilon study found that 80% of consumers are more likely to do business with communities and companies that offer personalized experiences.
Organizing or participating in community events and workshops can help local communities showcase their expertise, generate goodwill and attract new visitors. For example, a bakery could host a baking class or participate in a local food festival. By actively contributing to community enrichment, businesses can establish themselves as trusted resources and increase brand awareness.
Marketing strategies tailored to small communities require a combination of community engagement, digital presence, partnerships and personalized experiences. By implementing these strategies, communities can effectively reach their target audience, foster community connections, and drive growth. As small communities grow with local relationships and support, it is crucial that communities invest in these strategies to stand out and succeed.
John Newby is a nationally recognized columnist, speaker and publisher. Consultation with Chambers, communities, companies and media. His column “Building Main Street, not Wall Street” appears in more than 60 newspapers and media outlets. As the founder of Truly-Local, he helps chambers, communities, media and businesses create synergies that create vibrant communities. He can be contacted at: [email protected]
