By Expert Panel®, COUNCIL POST | Membership (fee-based) Apr 21, 2025, 01:15pm EDT
For small businesses, connecting with the local community can be one of the most effective ways to build brand loyalty and drive sustainable growth. Yet, many overlook powerful local marketing tactics that can set them apart in a crowded market.
Whether it’s leveraging community events, optimizing local SEO or forming strategic partnerships, the right approach can make a lasting impact. To help you do this, 17 Forbes Communications Council members recommend some underrated local marketing strategies and explain how they can drive long-term success.
1. Establish Yourself As A Trusted Community Member
Establish yourself as a trusted, honest community member who supports local businesses and nonprofits. Create a high school scholarship, support a little league team, become an animal shelter advocate or nominate a “Teacher of the Month.” Whatever it is, find a cause that genuinely means something to you and it will come across as authentic. Then, share that support across other marketing channels. – Chad Sands, CloudLex – The Legal Cloud
2. Identify Your Local Communication ‘Nodes’
Find out who your communication “nodes” are in a local market. Where do people go for information? What are their preferred formats? When do they regularly gather? Who leads those groups? Don’t assume they will be the same in each local market. Keep an open mind and ask. – Nataly Kelly, Zappi
3. Work With College Athletes
Work with college athletes to build relevance in local geographies. In countless towns and cities across this country, college athletes are highly influential to that individual community. They have the ability to reach and influence people much more than a brand can directly, and are also much more affordable than working with big-time celebrities who would need to have relevance everywhere. – Keith Bendes, Linqia
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4. Leverage Hyperlocal Influencer Partnerships
Small businesses should leverage hyperlocal influencer partnerships to boost visibility. Partnering with trusted community influencers creates authentic engagement, builds credibility and drives local traffic. This strategy fosters word-of-mouth marketing and social proof, helping businesses connect with their target audience in a meaningful way while maximizing their marketing budget. – Maria Alonso, Fortune 206
5. Forge Relationships With Complementary Local Businesses
Small businesses should leverage partnerships with complementary local businesses for joint promotions, events or bundled services. This multiplies marketing reach by tapping into each partner’s audience, sharing costs, creating compelling offers and building stronger community ties. – JoAnn Yamani, Adeia
6. Utilize Google Business Profile And Local SEO
Optimizing for “near me” searches, collecting reviews and posting updates boosts visibility where it matters most—right when customers are searching. It’s a low-cost way to drive foot traffic, build trust and compete with bigger brands in your area. – Barbara Puszkiewicz-Cimino, SUMMIT One Vanderbilt
7. Understand Customers’ Expectations And Satisfaction Levels
Understanding your local customers’ expectations and satisfaction levels is key to generating word-of-mouth—a powerful driver when working with small budgets and targeting local audiences. By applying core CRM principles to foster loyalty and incentivize referrals, social reviews and other forms of community promotion, local businesses will thrive. – Michel Mayor, dentsu Merkle
8. Show Up Where The Customers Are To Build Trust
Stop hiding behind your logo. Instead, become the face of your community. Too many small businesses waste money on generic ads when they should be shaking hands, sponsoring events and showing up where their customers are. Customers buy from people they trust, and nothing builds trust faster than real, visible involvement. Win your neighborhood, and you’ll never worry about competition. – Genine Fallon, Cold Bore Capital
9. Tell Heartfelt Stories
Community is about love, care and connection. Small-business campaigns should tell heartfelt stories that resonate locally. When a business makes life better for even one person, it sparks loyalty and word-of-mouth. People crave connection—they want to feel seen, loved and valued. – Alaattin Kilic, Visa Franchise
10. Encourage Employee Advocacy
Most small businesses still underestimate the power of employee advocacy. Your team’s networks are already filled with people in your community: potential customers, partners and even future hires. Get them sharing stories, wins and behind-the-scenes moments. – Bradley Keenan, DSMN8
11. Add Referral Programs
I am a strong proponent of small businesses, especially solopreneurs, adding referral programs to their marketing strategy. Creating referral programs that incentivize existing customers builds loyalty and develops authentic brand ambassadors. Word-of-mouth recommendations from trusted resources continue to drive higher sales conversions. In addition, this tactic is efficient and measurable. – Deetricha Younger, Deetricha Younger, LLC
12. Shape Your Story Through Paid And Owned Channels
Don’t just show up in your community; shape your story and how they see you as a trusted local brand that serves them. Use owned and paid channels—your socials, emails, storefront and ads—to share real moments, real connection and stories tied to local people and events. When this is done authentically, customers don’t just buy—they belong. That’s how trust and loyalty are built. – Toby Wong, Toby Wong Consulting
13. Use Hyperlocal Social Media Ads
Platforms like Facebook and Instagram allow precise geotargeting to reach potential customers nearby. This builds brand awareness, drives foot traffic and fosters local engagement. By emphasizing local ties—like supporting veterans or sponsoring events—businesses can establish trust and long-term loyalty, boosting growth. – Lisa Kalkes, Veteran Benefits Guide
14. Build Relationships With Local News
Build relationships with reporters for local publications and TV stations. Invite them into your business or to try a product to understand how you aim to contribute to the community. This could lead to an article featuring you or your product, helping spread the word about your company and educating your target customers. – Sheryl Seitz, C4 Ventures
15. Establish A Presence On Industry-Specific Forums
Most small businesses understand the importance of a strong social media presence by now, so I’d take that one step further by recommending establishing your presence on industry-specific forums. These can be found on Reddit or similar sites. The organic conversations that occur on these forums are an excellent way to put your brand in potential prospects’ minds. – Alexi Lambert Leimbach, Xcellimark
16. Join Your Local Chamber Of Commerce
Small businesses should look for ways to actively engage with their local communities. One idea is to join the local chamber of commerce, attending and sponsoring both chamber and community events. These can be great opportunities to build connections with other small-business owners, increase brand awareness and give back to the broader community. – Rekha Thomas, Path Forward Marketing
17. Embrace Personalized Loyalty Programs
Small businesses should embrace personalized loyalty programs that reward repeat customers with tailored discounts, exclusive deals or early access to new products. This strategy builds long-term relationships, boosts customer retention and increases lifetime value. Satisfied customers also spread the word, helping attract new local customers who value personal connections. – Katie Jewett, UPRAISE Marketing + Public Relations
Story originally featured on Forbes.com
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