How Do Small Businesses Build Their Community Footprint?

One of the biggest differences between small businesses and large companies is the need to stand alongside members of the community. To thrive in a community, especially a smaller community, small businesses must show that they’re members of it. That’s easier said than done. 

How do small businesses build their community footprint?

Small businesses build their community footprint through community outreach, marketing targeted toward the community, and word of mouth from existing customers. 

Read on to go more in-depth on how small businesses can build their community footprint. 

Why Is A Community Footprint Important To Small Businesses?

Do you remember that building in your hometown that constantly changed ownership or even businesses? Every community has one. For small business owners, that’s their worst nightmare. 

One of the key reasons a community footprint is important to small businesses is because your standing in the community makes or breaks your success in it. 

Unlike large companies, small businesses don’t have a large marketing budget. You certainly don’t have other stores to fall back on for revenue. To succeed, you must show members of the community that you’re one of them. 

You must also prove to community members that you’re there to help and serve them. Remember, you’re not just trying to sell products or services. You’re trying to sell yourself too. 

There’s enough stress that goes into running a small business. Don’t let connecting with your community be added to that list. 

Thankfully, for you, there are several ways to build your community footprint as a small business. 

How To Connect With Your Community As A Small Business?

Before you start trying to connect with your community, come up with a marketing strategy. You want to appear confident, organized, and well-intended when building your community footprint. 

Here are a few ideas to help get you started:

Offer a program to benefit the community. Find ways to give back. It doesn’t have to break the bank. For example, a local eye clinic can partner with a frame line that offers a one-for-one program. With the frame already supplied, have one of your doctors offer one free eye exam per month. Let the community nominate people who they feel need this service. 

Offer targeted sales. Consider offering discounts to senior citizens or veterans on a certain day each month. Or, give free meals to kids under the age of ten on a specific night each week. Not only does this drive business, but it also casts you in a positive light. 

Partner with other businesses. If you have connections with other local businesses in town, consider partnering with them on a deal swap. Customers who shop at one store get a discount at the other and vice versa. Over time, you could even develop this into a collective that features multiple stores (this is a future idea for once you’re established). 

Sponsor local events within the community. For example, a restaurant could provide catering at the school’s open house. Or, a sporting goods store might pass out hand warmers and other gear at a local 5K race. Getting your name attached to local events helps with word of mouth. 

Friends and family sale. This requires a little more advertising and planning. However, creating a storewide sale where customers receive a percentage off their entire purchase can pack your store with excited community members. With this idea, you’ll want to advertise for a few weeks ahead of time to spread awareness. 

As a small business, we know you operate on a tight budget as is. Remember though, you don’t have to spend a lot of money to develop your relationship with your community. There are ways to build your community footprint at little or no cost to your business. 

In turn, the amount of revenue, and business security, that you’re set to gain by immersing yourself in your community is worth the investment. 
Not all of these ideas may work for you, and that’s okay. Think about how you can tweak these ideas to fit your business. 

Is It Worth Investing In Your Community?

As a small business owner, you’re not just investing in your business, but you’re pledging to better your community. Is it worth it though?

Investing in your community is worth it for small businesses because the ROI can be fruitful for you. Every time you offer a service, sale, or program that benefits the community, customers will see you positively. In turn, they’ll want to return.  

Community members will recommend you to others. At the very least, they’ll talk about the good thing you’re doing. As you know, when competing against chain stores, word-of-mouth marketing is beneficial for small businesses. 

The more positive your reviews are, the more likely your business will increase. 

Final Thoughts On Building Your Community Footprint

Small businesses struggle enough to start up and find their footing. It’s even more frustrating when community members don’t see the value in your store. Or, maybe they don’t see you as a trusted establishment yet. 

To build and maintain trust in your community, outreach is king. Show your charitable side. Offer sales. Find ways to get the locals talking about your small business in a positive light. Build that trust from the ground up.

Without a community’s trust, you’ll struggle to succeed. 

Don’t wait around for customers to magically start shopping at your store, start developing your plan to build your community footprint now.