How Local Businesses Can Reach Customers Beyond Their Community
It used to be simple: if you had a shop on the right street, foot traffic and happy neighbors would keep you in business. But things have changed now.
The internet has opened up possibilities that seemed impossible a few years ago. That is to say, your local business has the chance to grow beyond your immediate community without losing its local charm.
Figuring out where to start is challenging, however. Don’t worry, for we are here to help you out. In this article, we’ll share some practical, approachable ways your local business can expand its reach beyond its community.
1 Build A Robust Online Presence
A survey found that 75% of Gen Z prefer shopping online because of convenience. Unless you have a robust online presence, how will these people find your business online?
At the very least, your business should have a clean, mobile-friendly website that clearly explains who you are, what you offer, and how customers can take the next step.
One of the fastest and easiest ways to build an online presence is using an AI-powered website builder. These tools are designed specifically for business owners who don’t have the time to learn coding or the resources to hire a website builder.
In just a few prompts, the AI website builder can generate a professional-looking site complete with layouts, copy suggestions, images, and even SEO-friendly pages.
According to Hocoos, one of the strongest selling points of AI-powered website builders is their automated design and content generation. This makes the process easy and intuitive, even for people who aren’t tech-savvy.
Once your site is ready, don’t just sell things; be a helper. Share blogs or videos where you solve your target audience’s problems. That will help you prove your expertise and build trust.
2 Invest in Targeted Digital Advertising
Organic reach builds a strong foundation, but paid advertising accelerates growth. You don’t need a huge budget to reach new people; you just need to be precise. Targeted ads allow you to target customers within specific zip codes, a certain radius, or even when they enter a virtual boundary through geofencing.
Google Ads are excellent for capturing high-intent traffic from users actively searching for products or services you sell. Maximize your ad spend by using geotargeting to specify exactly which city or zip code your brand appears in.
While Google captures intent, Meta platforms like Facebook and Instagram excel at behavioral and interest-based targeting. You can leverage advanced options to deliver tailored messages to audiences based on their interests, lifestyle, and past interactions with the brand.
Don’t skip TikTok. Over half of Gen Z turns to TikTok besides Instagram for product discovery. The platform is famous for short-form videos. Tap into them and post behind-the-scenes clips, quick tips, product demos, or customer stories to quickly grab attention and spark interest.
Testing is important. Run small campaigns, experiment with different visuals and copy, and track performance closely. Over time, you’ll learn which platforms, audiences, and messages deliver the best return.
3 Partner With Complementary Businesses
Partnerships with complementary businesses allow local brands to tap into new audiences while reducing individual marketing expenses. So, find businesses that serve similar customers but aren’t direct competitors.
These partnerships can take many forms. You might co-host an event, run a joint giveaway on social media, or feature each other in email newsletters. Even simple cross-promotions, like sharing content or recommending one another to customers, can expand your reach quickly and credibly.
Influencer partnerships are another powerful option, especially for reaching audiences outside your community. Micro-influencers, those with smaller but highly engaged audiences, can often deliver better results than large influencers at a lower cost.
Glossier is an excellent example. It skipped the big celebrity endorsements and teamed up with micro-influencers who were already fans of the brand. The influencers’ organic tutorials and reviews felt real to their audiences. This helped Glossier grow a loyal community and boost its credibility almost overnight.
Stay Local at Heart, Even as You Grow
Reaching customers beyond your community doesn’t mean abandoning your local identity. In fact, your roots are often your greatest strength. People are drawn to businesses with stories, heart, and authenticity, and local businesses have that in abundance.
Follow these tips, and you can grow your reach in a way that feels sustainable and true to who you are.
Growth doesn’t happen overnight, but consistent effort compounds. So, stay consistent with these efforts; over time, you can build a customer base that stretches far beyond your neighborhood.
