6 Cheap But Meaningful Ways to Boost Your Company's Local Awareness Community engagement is one of the keys to running a successful local business. Here's how investing in your community can build trust, foster loyalty and boost awareness.
By John Boitnott Edited by Jessica Thomas
Opinions expressed by Entrepreneur contributors are their own.
Every business owner, regardless of their company's reach, is looking to get more people interested in the products they offer. Finding a way to attract a target audience and boost local awareness differs depending on the operation. It takes a mindset that's about more than simply advertising.
There's a litany of ways your team can improve local awareness. Before you invest a hard-earned budget only in simple marketing tactics, keep the following ideas in mind. It'll help endear your business to local community members in ways you might not have thought possible.
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1. The human element
One of the reasons for a disconnect between businesses and customers is a sense of impersonality. While every business is focused on selling something — a product, a service or the like — what sets them apart from one another?
An effective way to humanize your business is by sharing the stories of your team members. When the community and customers get to know the individuals who make up your team, it creates a sense of connection. By showcasing their stories, you not only promote local awareness but also demonstrate that your business values more than just the bottom line.
Sometimes, all people want is to be treated as individuals. Highlighting the human element — how your team is valued and respected as unique individuals — is a solid starting point in building that connection.
2. In-person promotion
Although businesses have various advertising options like print ads, digital ads and billboards, customers tend to be more loyal to businesses they interact with in person. That's why actively engaging in the community and making yourself visible is one of the most powerful forms of promotion available. By getting out there, interacting with people and showcasing your brand and its values, you can effectively advertise your business.
Although online marketing offers convenience, it's easy to get lost among the sea of competitors. Standing out becomes crucial. By establishing trust in your brand and actively engaging with customers, you differentiate yourself from other businesses in the area. This means being approachable and visible, allowing people to speak to you and getting a firsthand experience of your brand. These actions set you apart from the rest and make your business more memorable to potential customers.
3. Support local
It is easy enough to say that you support the community, but those are just empty words unless you actually do it. The best way to show that your business supports the local community is to actually invest in the community itself.
You don't need to build hospitals or schools to do that, as that's probably not practical or feasible for a startup or small business. No, to build local awareness, invest in making your purchase behavior community-focused.
What does this mean? If you are in food service, source fruits and vegetables locally. Suppose your business needs basic office supplies. If so, source that through a local company. Those actions will go a long way toward showing your community what your values are. Moreover, it's a high-impact move that'll become much more effective than taking out an online ad or paying for a billboard.
4. Local partnerships
In the world of business, there's often a perception that it's every company for itself. That mindset has its merits, but it's important to recognize the power of mutually beneficial partnerships. Establishing the right ones can yield significant rewards for all involved.
The key lies in identifying companies in your local area that share similarities or complement your business. These partnerships can take various forms. For instance, collaborating on marketing efforts can enable your business to reach a wider audience than it could on its own.
Moreover, forging partnerships can help you cultivate positive relationships with other local businesses, expanding your target market and unlocking new opportunities. The value of the right partnerships should not be underestimated when it comes to boosting your business and increasing local awareness.
5. Sponsor a local sports team
Building a sense of community is incredibly powerful. One effective way to demonstrate your active involvement in the community is by supporting a local little league team. Youth sports can be financially challenging, and not all parents have the means to cover the costs.
From field or ice time to uniforms, equipment, and various fees, the expenses can quickly add up. By sponsoring a youth sports team, you become a hero not just to the young athletes but also to their parents.
What's even better is that it serves as an excellent form of advertising. Having your brand logo displayed on uniforms or banners at local sporting events can generate valuable local awareness. After all, it's hard to dislike local sponsors who show their support in such meaningful ways.
Related: How Your Small Business Can Become a Hyperlocal Event Sponsor
6. Acts of service
Not everything in gaining community support and spreading local awareness requires a financial investment. Sometimes, it's about giving back to the community. It's an act that doesn't come with immediate gains, but it leaves a lasting impression.
For example, encourage team members to participate in local volunteer activities, like helping at a food bank or cleaning up a local park. Donate to local nonprofits and charities. Partner with local schools or youth programs. You can even try hosting community events or workshops.
To make your gesture impactful, it's beneficial if it aligns with your business in some way. This approach not only earns recognition but also establishes a connection between your act of giving back and your business. The community wants to see that you're genuinely invested in its well-being. Offering a way to give back is precisely what you can contribute.
A pillar of the community
Growing awareness for your business locally is about more than simple advertising. You need to make a real impact on the community and do things that get potential customers to remember you as more than a billboard or commercial.
By investing in and supporting the people who live in your vicinity, your business can cement its reputation as a pillar of the community. Building trust as a business is crucial to your bottom line, and showing that you care for the people around you is a sure way of doing just that.
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