Running a small local business is a labor of love, but getting the word out can sure feel like shouting into the wind, can’t it?? While social media often steals the spotlight in marketing conversations, it’s not the only way to build a loyal customer base. In fact, some of the most effective strategies happen offline or through less digital-heavy channels. Here are five tried-and-true methods to market your small local business that don’t involve crafting the perfect Instagram post or chasing TikTok trends.
1. Leverage Local Partnerships and Collaborations
One of the best ways to grow your business is by tapping into the networks of other local businesses. Partnerships can amplify your reach without requiring a massive budget or a social media following. The key is to find businesses that complement yours rather than compete with it.
For example, if you run a bakery, team up with a nearby coffee shop to offer a “breakfast bundle” featuring your pastries and their brews. Or if you own a gym, partner with a local health food store to provide discounts for each other’s customers. These collaborations create a win-win: you gain exposure to their clientele, and they benefit from yours.
To get started, make a list of businesses within a mile or two that share your target audience. Pop in (yes, in person!) with a friendly pitch about how you could work together—maybe a joint event, a referral program, or a co-branded promotion. Keep it simple and mutual, and watch your local visibility soar. Bonus points if you can host a small community event together, like a tasting night or a fitness workshop, to draw even more attention.
2. Invest in Eye-Catching Physical Signage
Never underestimate the power of a well-placed, well-designed sign. For local businesses, foot traffic and drive-by visibility are goldmines, and physical signage is your chance to make a memorable first impression. Think beyond a basic “Open” sign—your signage should tell people who you are, what you offer, and why they should care, all in a glance.
Consider a bold storefront sign with your logo and a tagline that sticks, like “Fresh-Baked Happiness” for a bakery or “Fast Fixes” for a repair shop. Add a chalkboard sign on the sidewalk with a daily special or a witty message to catch eyes. If your budget allows, explore options like window decals or even a small billboard on a busy local road.
The secret sauce? Keep it clear, professional, and reflective of your brand and your vibe. Studies show people trust businesses with sharp, visible signage more than those that blend into the background. Pair this with good lighting (especially if you’re open late) and you’ve got a 24/7 marketing tool that works while you sleep. Just make sure to check local regulations before you hammer anything up!
3. Build Loyalty with a Referral or Rewards Program
Word-of-mouth remains the holy grail of local marketing, and you can turbocharge it with a referral or rewards program. Happy customers are your best advocates—give them a reason to spread the word. Unlike social media, this approach thrives on personal connections and tangible incentives, keeping it grounded in your community.
A referral program could be as simple as offering a discount to both the referrer and the new customer they bring in. For instance, a hair salon might give $10 off to a client who refers a friend, plus $10 off the friend’s first cut. Alternatively, a rewards program could reward repeat visits—think a punch card where the 10th coffee is free at a café, or a points system for a retail shop that leads to exclusive perks.
Keep it easy to track (a stamp, a digital punch app, or even a handwritten log) and promote it at checkout with a friendly nudge: “Tell your friends about us and you’ll both save!” People love feeling appreciated, and these programs turn one-time buyers into regulars while expanding your reach organically. Plus, it’s a low-cost way to build a loyal tribe without needing a hashtag strategy.
People also love being a part of something, to feel like they have an inside scoop. Consider offering something exclusive to “loyalty” members. An example is a retail store that offers members-only shopping hours, to give a sneak peek at new seasonal inventory. Another example might be an ice cream store that allows members to suggest and vote on new monthly flavors.
5. Market Your Business Right Here on WhatsUpSalina.com
WhatsUpSalina.com is a great place to market your business. We actively market this site each and every week, using traditional and digital marketing. Our metrics, including newsletter subscribers and traffic, are always expanding. Take advantage of this uniquely Salina-area target audience to get the word out about your business.
Scroll to the bottom of this page and click the “Contact Us” button to learn more about how WhatsUpSalina.com can help you achieve your marketing goals for your business.
Bonus Tip: Dial In A Pro
Did you know? In addition to running WhatsUpSalina.com, we’re also a full service business coaching and marketing agency. We can help you get clear on your revenue and marketing goals, create a roadmap to help you achieve them, and even manage your ongoing marketing strategies.
We employ local business, marketing, and creative talent so our staff understands the Salina culture, economy and marketplace. While benefiting from our local knowledge base, you’re also keeping your dollars in the community. Win-win!
Scroll to the bottom of this page and click the “Contact Us” button to learn more about how WhatsUpSalina.com can help you achieve your marketing goals for your business.
Marketing a small local business doesn’t have to mean wrestling with algorithms or chasing likes. By forging smart partnerships, investing in standout signage, and rewarding your customers, you can create a buzz that’s both sustainable and authentic. These strategies lean on the strength of your community and your physical presence—assets that no social media platform can replicate. Pick one to start with, test what works, and watch your business take root and thrive right where it belongs: in the heart of Salina.
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