“I was born in a small town, and I can breathe in a small town.” -John Mellencamp
While I didn’t grow up in the same rural community where I live now, I would definitely classify myself as a fan of small towns. I have many wonderful memories of my small-town childhood in Bellevue, Michigan, and I love small-town shows like Gilmore Girls and Parks & Recreation.
My current community of New Castle, Indiana, is filled with businesses that comprise the fabric of our town’s culture and make our small city a great place to live and work. I’m not the only one who loves small towns and small businesses.
According to a recent Gallop poll, small businesses are the most trusted institution in America. It’s easy to see why. Small businesses have created over 70% of the net new jobs since 2019 and account for nearly half of all employment.
But how can these small businesses make an even bigger impact when it comes to marketing? After all, their budgets are limited, along with their time. Here are three ways that small businesses can lean into their iconic identity and gain even more market share.
Lean into your identity. In our rural community, there are businesses that just “happened” and businesses that are intentional in developing a recognizable brand. Developing a solid brand and customer expectation is a foundational way to pave the way to growth. Branding is more than just a logo, it’s something that carries into how you do business and engage with the public. Lean into that identity and make it easy for people to find you and talk about you.
Lean into storytelling. In a world where AI seems to be taking over the humanity of our interactions, storytelling infuses the humanity and relatability of small businesses. Sure, you can use AI to create a quick post about a special. But take it a step further and feature your customers in a way that elevates them to “hero status.” Storytelling doesn’t have to be a 1,200 word blog. It can be as simple as a photo of a happy client and a short summary of their problem and how you helped them solve it.
Lean into community involvement. It’s easier to make your company stand out in a smaller community as long as you are willing to get involved. Attend community meetings presented by the local chamber of commerce and get involved with a networking group like BNI. Find the sponsorships that provide a lot of good to the community… and also a lot of good PR. Several of our clients sponsor teams and activities at our local YMCA and so there are a bunch of mini athletes running around advertising their companies. In addition, encourage your team to get involved with the community and provide them with branded apparel to wear as they’re out and about.
As you grow your small business in a small town, you’ll find that your friends and neighbors are eager to support you. Be sure to thank them for that support and they’ll be even more likely to become raving fans. Keep up the hard work you’re doing in making your community the wonderful place it is.
We’ll keep cheering you on.