Small locally-owned businesses by nature often rely on their communities far more than large corporations. However, to truly leverage the resources and value the community offers, the company needs to become one of its key members. Building that genuine feeling of belonging and rapport with citizens that live within the area is a great start.
But in what other ways can a small business integrate itself into a local community? Fifteen members of Forbes Coaches Council examine some of the techniques small businesses can use if they want to make themselves valued members of the community and how those methods are effective at growing a local presence.
1. Become A Hub Of Your Community
Develop relationships with your customers. Offering personalized, friendly and efficient service is vital to growing your business. Positive word-of-mouth referrals from community members effectively translate your business and will help you thrive and grow in today's market. - Rosa Vargas, Authentic Resume Branding & Career Coaching
2. Embed Yourself In The Culture
Think of local communities as networks of mutual support—churches, Rotary Clubs, popular diners. Be a part of those networks, either by leader presence, by providing space for youth or other activities or other connectivity and support. Be seen as more than transactional. Once the business becomes part of the cultural network of the town, you're in, and probably for the long haul. - Tom Kolditz, Doerr Institute for New Leaders
3. Let Your Presence Be ‘FELT’
Small businesses can build a loyal audience within their local community by giving back through what I call the "four pillars" of community involvement: F—financial, E—engagement, L—leadership, T—time. By supporting local events, charities and community service organizations through these four pillars, your business's presence is "FELT" as one who is an asset and belongs there. - Shelley Hastings, Synergy Empowerment Coaching, LLC
4. Actually Get To Know People
Learn your customers' names, their habits, the products they purchase from you, what is important to them. Be proactive. For example, if you are a small bookseller, reach out when a book that a customer might be interested in comes into your inventory. If you're a grocer, offer samples of a new food that comes into your grocery. Be a professional and be a "partner" to your customers in meeting their needs. - Brian Gorman, TransformingLives.Coach
5. Be Of Authentic Service
Adopt an attitude to serve. What support does the community need? How can you fill that gap? Connect people, offer ideas and help from a place of compassion. Serve with authenticity, empathy and with no expectation of return. People respond positively to authenticity and kindness, and before you know it, you will have a loyal audience! - Rupinder Kaur, Asian Women MEAN Business
6. Participate In Community Events
Community events are an ideal branding and marketing opportunity for local businesses looking to grow a loyal audience. They not only provide the perfect platform to connect with your target audience, but also show you’re invested in the community. Consider offering a freebie or some sort of opt-in to entice community members to engage with your business. Be sure to also share on social media. - Kyle Cromer Elliott, MPA, CHES, CaffeinatedKyle.com
7. Host Your Own Workshop Or Event
Holding a workshop or event in your community that offers relevant value to its participants has a three-fold benefit: 1) It positions you as an expert in your field, 2) it allows the opportunity for relationship-building and 3) it communicates value. As a long-term strategy, these types of community-based events nurture both growth and loyalty and can help make you the go-to person or business. - Ashley Good, Ashley Good Coaching & Consulting
8. Combine Social Media And Power Brokers
Create a community engagement plan, largely leveraging social media. Take pictures with customers and fellow influential business leaders (power brokers). Thank them via a social media post for being so exemplary in the community. You will likely get quite a few more likes and follows since their raving fans will want to know more about you. As you stay in their social media streams, their trust in you will grow. - Karan Rhodes, Shockingly Different Leadership
9. Take A Public Stand On A Key Issue
Small businesses may get so wrapped in their business that they don't want to be in any way controversial. Controversial stands can drive off customers, right? That can be right, especially in our highly charged politically-sensitive environment. But what if you take a stand for something like legislation that will help people with special needs or other issues that could bring the greater good? - John M. O'Connor, Career Pro Inc.
10. Get Involved In The Community
Get involved, start going into the community, offer assistance, sponsor an event, volunteer when needed—more than once. As you get involved, the community will start to recognize you. As you get more visibility, the local audience will come—you need to be there to be seen. This is the first step in growing a loyal audience. - Gina Best, Intentional Success Inc.
11. Support A Project That’s Not Self-Serving
Choose a community project that really means something to you, that touches your heart—something you can speak passionately about and engages others. Do this because it feels good and is aligned with your values, rather than as a clever strategy to get business. People can tell when you’re sincere versus being manipulative. And people like doing business with people they genuinely like and respect. - Dr. Joel M. Rothaizer, MCC, Clear Impact Consulting Group
12. Partner With A Major Local Charity
Charities already have great social standing and only people with money can donate to them. You being in that circle is a sure way to expand your local market reach. - Ryan Stewman, Break Free Academy
13. Become ‘The’ Source Of Information
Become “the” source of information critical to your community. Kansas City's art center district, "The Crossroads," was born from a local framing shop owner's organizing a gallery event snail mailer. While it was a genuinely helpful service for art goers that also helped his business' visibility, it's not essential that the information you provide be directly tied to your product to become indispensable. - Dodie Jacobi, Dodiodo Inc.
14. Speak And Sponsor
First, you must believe in yourself and what you do and say and sell. That said, public speaking is the best way to grow an audience. Speaking locally makes you "accessible" and trusted. If you can't speak, sponsor. Often, sponsorship comes with an opportunity to speak. Take it! Be visible, be vocal, be supportive, be consistent and, most of all, be believable! Speak to and sponsor your community. - Jeff Klubeck, Get A Klu, Inc.
15. Attend Business After-Hours Events
Join your local chamber of commerce and attend business after-hours events. Volunteer to participate in event planning and offer to greet guests at the door. Doing so provides the opportunity to meet and mingle with other business owners and attendees. - Deborah Hightower, Deborah Hightower, Inc.
