How to Promote Your Business Locally to Help it Thrive

If you’re a small business owner, local business marketing can be one of the most effective ways to connect with your community and promote your business. But where do you start — and how do you make the most of the opportunities around you?

Just ask Karen McDougald, founder of Tangaza Bath & Body Studio and a Simply Business customer. What started as a hobby making skincare for her daughter has grown into a thriving small business. Karen credits much of her success to community involvement, showing up at local events, and finding creative ways to promote her business online.

Below, we’ll explore practical strategies for local business marketing, with tips and insights inspired by Karen’s real-world experience.

Social Media Marketing — Boost Your Visibility Online

Most customers start their search for local products or services online, so it’s important that your business is easy to find. Karen has seen this firsthand:

“Social media is working for me, even when I don’t always see the results right away. People are searching — you just have to make sure they can find you.”

Here are ways to boost your online visibility and connect with local customers using some of the best marketing strategies for small business owners:

Join local Facebook Groups.

Connect with potential customers and build credibility by joining local Facebook groups. To get started:

• Go to Groups on Facebook¹ and search for local keywords. For example, “Charlotte small businesses.”
• Join with your Facebook business page for visibility.
• Post helpful tips and interact naturally to build trust.

Set up a Yelp profile.

A Yelp profile doesn’t just help people find your business — it also highlights your reviews and ratings when locals are deciding where to go:

• Visit Yelp for Business² and claim your business.
• Add your business name, location, and contact info.
• Upload photos and ask happy customers to leave reviews.

Create a Nextdoor business page.

Nextdoor helps you connect directly with neighbors and nearby customers, and is one of the most effective tactics for local business marketing:

• Go to Nextdoor for Business.³
• Create a business profile with your address, logo, and service details.
• Share updates or promotions in your local feed.

Advertise your small business on Google.

Optimize your Google business profile to boost your online visibility. Start by:

• Going to Google Business⁴ Profile.
• Add accurate contact info, hours, and location.
• Upload photos and respond to customer reviews.

In-Person Marketing — Grow Your Business by Showing Up

Local events can be powerful opportunities to meet customers face-to-face, showcase your products, and build brand recognition. But they also can feel intimidating — especially if you’re just starting or you don’t think of yourself as an outgoing personality. That’s why Karen encourages small business owners to step out of their comfort zones:

“Don’t be afraid to put yourself out there. In-person events are more labor-intensive, but they generate so many new customers,” she explains. “People get to try the products, and that can make all the difference.”

To find local business marketing opportunities, check your city or town’s website and Chamber of Commerce calendar for:

• Fundraisers and charity events
• Food festivals
• Community celebrations
• Business expos
• Free business counseling and training sessions

How to Maximize Local Events

Sometimes just showing up at local events is enough, but if you want to get the most out of your efforts, here are a few ways to make them count.

Do a test run.

Attend a local event as a visitor before committing to a booth:

• Choose one event to attend as a guest.
• Walk the floor, take notes, and observe booths that attract attention.
• Use those insights to plan your own setup.

“I started by going to local events just to see what other business owners were doing,” Karen says. “It helped me figure out what works and how to promote your business locally for free.”

Listen and learn.

Talk to other small business owners to gather tips on booth design, payment systems, and attracting foot traffic:

• Introduce yourself to other vendors.
• Ask about their best tips for driving engagement.
• Learn which payment methods work best for local shoppers.

Know your audience.

Research the event’s typical attendees so you can tailor your messaging and pitch:

• Check the event website or ask organizers about demographics.
• Customize your offers for the audience.

Refine your 30-second pitch.

Practice your elevator pitch until it’s clear, concise, and natural. Karen keeps hers sharp by using AI tools such as ChatGPT:

“If I have an idea or a plan and need concise language, I’ll use ChatGPT to help refine it,” Karen says. “For things like vision statements or my elevator pitch, it helps me organize my thoughts and keep them clear.”

To prepare your pitch:

• Write down your main selling points.
• Practice aloud until it feels natural and confident.
• Time it to keep it under 30 seconds.

Vet opportunities carefully.

Not every event will be worth your time, and trying to attend them all can lead to burnout. Karen learned this early on:

“When I started, I went to every event I could find,” she says. “Now I vet them carefully to make sure they’re worth my time.”

How to decide if an event is the right fit:

• Ask organizers about expected attendance.
• Weigh set-up time against potential sales and exposure.
• Focus on events where your products or services strategically fit.

Other Creative Ways to Promote Locally

Not all local business marketing strategies involve events or online promotion. Here are a few other ways to build your visibility and connect with your community:

Get certified.

Business certifications can open doors to state contracts and partnerships with local institutions like schools and government agencies. Karen earned a North Carolina Historically Underutilized Business⁵ certification:

“Getting certified helped people see my business as legitimate and gave me access to opportunities I wouldn’t have had otherwise.”

To find out how to get certified, reach out to your local chamber of commerce or your state’s business licensing office for advice and direction. 

Join an incubator program.

Look for local incubators or business development programs that offer retail space or mentorship. Karen recently applied to an incubator program that could give her six months of free retail space:

“I’m excited about the chance to have a space where people can come in and try the products,” she says.

Build strategic partnerships.

Collaborate with nearby businesses to cross-promote. For example, co-host workshops, bundle products, or run joint giveaways.

Protect Your Business and Your Community

As you grow your local presence, don’t forget to protect what you’ve built. Having the right business insurance can build credibility and ensure you’re prepared for the unexpected.

Karen learned this firsthand when she required having a certificate of insurance for an event:

“I had no idea what a certificate of insurance was; I just knew I needed one,” she recalls. “With Simply Business, I got it in minutes online. It was seamless and so easy.”

Getting covered can be simple. Just answer a few quick questions about your business online, and Simply Business will help you explore coverage options that fit your needs. And if you’d like to talk it through, our licensed agents are available Monday through Friday, 8 a.m. to 8 p.m., at 855-869-5183.

Together, We Can

Building a thriving local business takes effort, persistence, and creativity — but you don’t have to do it alone. At Simply Business, we’re here to help with more than just insurance. Our Resource Center offers guides, tools, and tips to support your growth:

• How to Use Digital Marketing to Grow Your Business’s Digital Footprint
• How to Prepare for Small Business Sales Events 
• Get to Know Your Customers’ Day 

With the right mix of online visibility, events, and community involvement, you can grow your local presence and set up your business to thrive.

1. https://www.facebook.com/groups/ ↩︎
2. https://biz.yelp.com/ ↩︎
3. https://business.nextdoor.com/en-us/ ↩︎
4. https://business.google.com/en-all/business-profile/ ↩︎
5. https://www.doa.nc.gov/divisions/historically-underutilized-businesses-hub ↩︎