I’m a big fan of local startups. We have a new butcher shop opening in our neighborhood (not the one in the picture) and I’m excited about it. I hope the company can give it a go and find a regular market.
There seems to be a trend of “Buy Local” across the US. But even with the increasing demand and interest, it’s still a big challenge for local small businesses and startups to make it past a couple years. There are just so many challenges that come with a new business.
One of the big challenges is finding new customers. That’s true for any business at any stage, but for startups it seems to always be a challenge.
So this post is about building buzz for your new local startup. Hopefully this can help you get more attention, which will result in more new customers.
We’re rooting for you!
1. Business Partnerships // Add-On Business
This is one of my favorite business strategies and I think it can really work well for local businesses. In fact, I’ve seen it work well for local businesses. There is a natural camaraderie among local companies. They’re part of the same tight community so they’re invested in each other’s success as a way to help the entire community, its business and its citizens.
Now, the trick is finding complementary businesses. If you’re new on the block this is where you’ll have to get working on your social skills. And remember, if you’re out looking to work with others you have to sell them on the idea of what’s in it for them. You obviously know what it’s in it for you (exposure), but you have to make it about the established business.
You can also look at your service as an add-on service that helps add value to another business in the area. It’s another type of complementary business partnership.
For example, you’re launching a new car wash in town. You could build it next to an established business like a grocery store or auto body shop. Latch your business on to one that exists. Add value to what they offer. Give them a little deal. Work together. Use their established customer base to build your exposure.
2. Work With Charities
Charities are wonderful because they help deserving people and causes. Everybody has a charity that is near and dear to their hearts. It’s a personal thing and it can be a personal thing for businesses too. You probably know a business that contributes to a certain charity. The business does this because they care about the cause, but also because it can help raise their profile. It’s win-win.
Partner your new local startup with a charity. Learn how you can help them. Ask for ways to help like providing your time and resources to contribute to a fundraising event. It could be providing the food at cost (paid for with donations) if you’re a restaurant. You help the charity and get exposure for the event.
3. Create A Story For The Local News
Local news stations and radio stations are always looking for good local stories. We always see the negative stories, but there are plenty of great feel good stories out there. TV watchers and radio listeners are interesting in local stories that have feel-good and local appeal.
A story that you’re launching a new local business is pretty good, but it’s probably not good enough on its own to get the local news to cover it. You need something a little more.
Build a story by focusing on your history. How did you get to where you are now? How does that relate to the local community? How will the people of the community benefit from your new startup?
Reporters like to focus on what’s in it for the watcher and the listener. Make your story about that and you’ll have an easier time getting that exposure.
4. Make Appearances At Local Events
There are usually tons of local events. In some areas, there is something going on in town just about every week and every weekend. These events are where the people of the community are and you have to be there if you want exposure.
There is a new trend in our area. A couple local restaurants have purchased food trucks and they’re taking themselves out on the road. But they’re not going too far; they’re simply going to the local events like the Oktoberfest or the baseball game parking lot and things like that.
People cannot only buy things, but they get exposure to a restaurant they might not have even known about. Instead of waiting for people to find you and walk through your door, go to them with some form of your service.
5. Build An Email List And A Referral Culture
Notice that I haven’t really mentioned anything about social media or anything like that. I think social media is great and so is online marketing.
However, I would like to see local businesses and especially startups focus on the basics of online marketing first. That means getting a basic website setup with an email program.
Email is a channel you own and control. You don’t get that with social media. Start asking everyone that walks through your door if they would like to signup for your email list.
Start out by sending one email each month. Throw in a short personal story. Add in a little tip that has something to do with your business. For example, if you’re a restaurant, add in a new recipe or give people an idea for making food for the big game this weekend.
Also include a reminder that if current clients really like your business that they should tell people about it. Ask them to forward the monthly email to their friends and family. Make it seem like your success is their success.
This builds a culture of referral and that is something that can really help your local startup business grow.
Final Thought
We’re really pulling for local businesses to do well. Many local businesses are started each year, but not all can succeed. There were even a couple long-time companies here in our area that closed out of nowhere earlier this year. It’s sad, but I guess that’s the way things go.
What I truly believe is that the items above can really help your startup business to get exposure and to get new clients.
Good luck!
Image: Donald Lee Pardue
