Inevitably, the marketing strategy for a local small or medium-size business is going to differ from that of a multinational corporation. As anyone who has owned or run a local SMB can attest, they rely more on tactics that help them connect directly with the community and build personal relationships with customers.
Below, Forbes Agency Council members highlight key marketing strategies for local SMBs and explain why these approaches work so well. Read on to learn about some of the best channels and tactics for helping a small or midsize business stand out in its local market.
1. Partner With Hyperlocal Influencers
Partner with hyperlocal influencers who align with your brand; they’re likely to have a good percentage of local people in their audience, too. Rather than sharing a detailed brief, ask them to work with you to develop a creative direction that will resonate with their audiences. We’ve seen this tactic work for SMBs for years, and despite algorithmic changes, it remains effective. – James Nord, Fohr
2. Optimize Your Google Business Profile
One of the most important things an SMB can do to supercharge their local marketing is to focus on optimizing their Google Business Profile. Take advantage of all of the features and real estate that Google offers, including maximizing your description and business categories. Also, focus on generating reviews on Google and engaging with your customers. – Jonathan Schwartz, Bullseye Strategy
3. Get Involved In Your Community
For local SMBs, there is no better channel than community involvement leading to word-of-mouth. Local businesses focused on local clientele should participate in their local community, be visible, sponsor community events and local sports teams, and build relationships with local media. Local SMBs need to be hyperfocused on reputation management to encourage word-of-mouth. – Tyler Back, Mitosis
4. Capitalize On Geography
A local business has the advantage of geo signals triggering a result in “near me” search queries. Capitalizing on geography, SMBs can optimize for the map pack, craft location pages on their websites to leverage specific service areas, and optimize their Google Business Profiles. – Jimi Gibson, Thrive Agency
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5. Collaborate With Micro Influencers
Micro-influencer marketing is a must among SMBs, as a business with a limited budget can extract a plethora of value from collaborating with smaller influencers. Not only can they efficiently spread the word about the brand, and do it cost-effectively just by giving away free products, but they can also generate image and video assets to strengthen the brand’s presence and build trust among consumers. – William Gasner, Stack Influence
6. Create Hyperlocal Experiences
Hyperlocal experiential marketing—creating unique, memorable and interactive experiences that resonate deeply with the local culture and community—is an effective way for an SMB to stand out, even among multinational corporations. By focusing on creating these customized personal experiences, SMBs can foster a strong sense of belonging and loyalty among local customers. – Dmitrii Kustov, Regex SEO
7. Take Advantage Of Everything Google Offers
For SMBs, leveraging Google’s free suite of local map-based and review-based assets can be a game changer. Especially when you combine them with local ads and/or Google ads, you’ve got yourself a winning strategy because all these elements integrate at the highest level—which is the paid promotion or sponsor level! Long story short, SMBs, Google is the way to go! – Austin Irabor, NETFLY
8. Focus On Specific Audiences
SMBs can’t match the budgets of big corporations, but by focusing on specific audiences, they can match the impact on individual audience members. Great targeting, such as account-based marketing in B2B, can enable SMBs to compete. Focusing requires a really good understanding of the customer—something SMBs are often better at than large enterprises because their customer base is more clearly defined. – Mike Maynard, Napier Partnership Limited
9. Lean Into The Local Community’s Uniqueness
Lean into local personalities, locations and even traditions. Connecting with your local audience means not shying away from what makes your local community unique. Featuring local references in your messaging can build a stronger connection with your local audience. Attempting to project the idea that your SMB is “bigger than it is” could turn off the local customers your business depends on. – Bernard May, National Positions
10. Prioritize Local SEO
Local SEO is essential for SMBs because it drives visibility within their immediate community. By optimizing for local search, claiming business listings and encouraging customer reviews, SMBs can attract nearby customers who are actively searching for their services. This hypertargeted approach is critical for building a loyal customer base and competing effectively against larger, non-local brands. – Kenny Tripura, Edkent Media
11. Leverage Short-Form Video Platforms
Short-form video is cost-effective and drives sales within weeks. TikTok and YouTube are essential, offering wide reach with videos shot on smartphones. Keep in mind that videos rank higher on Google, extending your visibility there. Given their impact and accessibility, there’s no reason for any SMB to not leverage these platforms for quick, effective marketing. – Christina Mendel, EYUKO
12. Use Geotargeting In Digital Ads
A key tactic for local SMBs is geotargeting in digital ads. By delivering location-specific messages tailored to local needs and culture, SMBs can achieve higher relevance and engagement. This approach ensures that marketing efforts are not wasted on non-local audiences, maximizing ROI and driving foot traffic to physical locations. – Vaibhav Kakkar, Digital Web Solutions
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