Twenty Something Contributed ContentWhile it’s true some businesses operate internationally, they’re almost always benefited by celebrating regional or at least national culture. It’s why we all know Nintendo is a Japanese company, but Nintendo of America is a massive division and holds its own corporate sway.
While your humble business might not be operating at that level yet, it doesn’t mean you can’t benefit from this logic also. Nestling your business as a proud element of your community, an organization at the heat of it, can root you if nothing else. Of course, this requires a little more than just lip service, although standing proud and keeping in communication with your community is certainly the first place to start.
From there, you might consider some of the following advice to keep you going in the right direction, and potentially curate a worthwhile outcome:
Put Your Weight Behind Local Events & Support Them
Putting your business logo on the back of a local small team uniform or sponsoring the town’s annual summer fair shows you’re happy to put your money where your mouth is, and you’re not just doing so for marketing. Ironically, this makes for good marketing. your commitment to the community. If you do it right most will notice that sort of investment, and they appreciate seeing a local name supporting their kids and their traditions right where they live and play.
Moreover, it connects your business to positive, fun experiences that people in the community share and remember for. Even just seeing your sign at the annual fireworks display can work, as they associate your brand with a hometown, friendly feeling. Though remember that context is dependent. If you’re a small local pet store, then this fireworks example might not be a good example, as you might draw a negative associated with pet owners who don’t appreciate firework celebrations and think they should be banned.
So, be mindful of how this works and how you curate your marketing push. Also think about the good you could do with your money, which can be surprisingly impactful.
Focus On Regional Suppliers Where You Can
If you sell products or make food, you should do your best to source your materials or ingredients from local producers whenever you can, and then you should talk about it to everyone you meet. If you can prove you’re proudly part of a helpful circular economy where local money stays within the local area, you can show that you’re benefiting everyone around you with increased stability.
So, tell your customers exactly where your coffee beans are roasted or where your packaging is manufactured because people like knowing the story and the provenance behind the product they choose to buy. Celebrating other nearby businesses is also a nice approach, as it shows that your company is part of a bigger local network, not only a standalone entity, and you’re proud and not insecure to be part of it, despite the competition. They might consider this both good sportsmanship and teamwork at the same time.
Localized Social Media Campaigns
Your general social media campaigns are perfectly decent for broad messaging, but you should also create content that speaks more directly to the people in your town or immediate region too, as it gives you an identity. Some examples might involve including photos of recognizable local landmarks, referencing recent community news, or running a fun contest only for people living in the area right now depending on what your range of work occupies.
If you do it right, it’ll also prove you’re paying attention to the details of local life and that your business understands the community’s unique flavor and sense of humor. It will also curate an instant connection because people see something familiar and feel recognized by your brand, or at least tie it to something they know.
Local Governance Suggestions Can Help
It’s definitely worth getting involved, even loosely, with the local town council or the chamber of commerce meetings in your area depending on your region. Of course, you’re not necessarily going to run for office yourself, but showing up lets you know about local planning, new regulations, and opportunities before they become widely public, which is a significant help, and you can also give your own input when it’s being asked for. Even something new like a bus stop on the same street as your store or offices might require your input.
On top of that, showing your face at these events should help you come across as a pretty responsible stakeholder in the community’s future planning and development. Putting it simply, you look like someone who cares.
Host Community Workshops
Believe it or not, you can even give something back through the skills your business has, by offering to share that expertise with local people through free or low-cost workshops or evening classes. If you’re a local bakery for example, you might teach a simple class on how to make sourdough bread. If you run a finance firm, host a simple budget seminar for seniors in the afternoon if you want to do some outreach.
Why do this if it doesn’t earn you huge amounts of money and requires your time? Well, you’ll be seen as a useful local resource, and it’s a pretty generous way to give back to the people who support you, and obviously brings new faces through your doors who might become loyal, long-term customers after having a positive learning experience with you at the event.
Cover Yourself In The Area!
You can curate your own coverage if it’s not being given to you, as getting visibility might sometimes involve surveying the area or creating high-quality video for local events, and it’s important to have the right gear to do that professionally.
If you invest a little, you can even submit stunning aerial shots of local parks or festivals to the town’s tourism board for promotion. You could even learn more about the DJI Neo 2 if you need specialized equipment for that kind of high-quality local media creation.
With this advice, you’ll be sure to center your business at the heart of your community in the best way.