Local Marketing Strategies for Small Businesses: Making Every Dollar Count

small business marketing

Running a small business on a tight budget can be challenging. While you’re at initial levels of your business, it must be important for any biz owner to decide every penny spent goes in the right direction. Implementing targeted local marketing tactics allows businesses to hit on the target, reach to the right audience and generate returns in terms of awareness, inquiries or relevant visitors. In this article, we  will explore actionable ways small business owners can connect with local customers without breaking the bank.

Partner With Other Local Businesses

Team up with complementary businesses in your community to leverage each other’s customer bases. Cross-promotions, co-marketing campaigns, and referral programs with other local players can expand your visibility. Split the costs of local print and digital advertising and community events. For example, a boutique fitness studio could partner with health food cafes to advertise combo deals. Customers can redeem a free class at the studio with the purchase of a juice from the cafe. This allows both businesses to introduce their brands to new audiences.

Focus on Existing Customers

It costs five times more to attract new customers than it does to retain existing ones. That’s why small businesses should double down on keeping current patrons happy. Send occasional surveys to better understand your customers’ needs and preferences. Launch loyalty programs with special perks, coupons and rewards for repeat buyers. Word-of-mouth referrals from satisfied customers are some of the best marketing you can receive.

Update Your Online Presence

Revamp your Google My Business listing with keyword-rich descriptions and compelling photos. Ensure your website is mobile responsive with your hours, contact info and offerings clearly displayed. Be active on social media sites your ideal customers use, posting updates, specials, images and engaging with followers. Your online presence helps customers find your business and learn about the value you provide.

Sponsor Community Events

Getting involved with local events raises awareness of your brand. Sponsor charities, volunteer at school functions, have a booth at street fairs, attend chamber mixers. Even small amounts help, like donating a gift basket for a PTA silent auction. These types of community sponsorships allow you to give back while getting your business name in front of potential new customers.

Use Direct Mail Smartly

Bulk flyers and postcards tend to go straight to the recycling bin. For direct mail to be effective, you need targeted and relevant messaging. Send coupons and special offers to loyalty program members and customers whose purchase frequency has declined. Mail welcome packets to new residents and businesses in town. Follow up on inquiries and purchase requests with personalized correspondence.

Evaluate and Refine

Diligently track results of your marketing efforts. Pay attention to which had the highest return on investment in terms of new sales or customer engagement. Double down on what works while phasing out ineffective tactics. Send follow up surveys to find out what prompted a purchase. Use unique promo codes to identify response rates of campaigns. Continually refine your strategy based on insights into what resonates best with your local audience.


Carefully chosen local marketing strategies allow small business owners to stretch their marketing dollars further.. Partnering with complementary businesses, focusing on existing customers, optimizing your online presence, sponsoring community events, using targeted direct mail and continually evaluating results can help maximize your reach. With consistency, creativity and commitment to customer needs, small businesses can drive real results and thrive in their communities.

Let Laconic World help make your local marketing dollars go further. Our experts craft customized small business marketing solutions that drive real results.