New Business IDEAS for Small Towns
Marketing is not a one-size fits all process – small town business marketing ideas differ from marketing ideas that work in a city. In order to be successful, you must cater your marketing toward your target customer audience and reach them appropriately.
How do you market your small business in a small town?
Small town market demographics
The first thing to do is to figure out how to market yourself to your customers. Who are your customers? Where do they spend their time? What are they interested in? Once you determine who you are marketing toward, then you can start to work on the marketing.
Look up the demographics of the area before you start to market – find out who is in your audience. Are you marketing to a community with young children, stay at home parents, church-goers, Veterans, eco-conscious vegetarians, farmers, Spanish-speaking agricultural workers, or motorcycle riders in their 50s? Do some research before you start.
Develop messaging for the local culture
Once you know who you’re marketing to, you can develop your messaging in accordance with the local culture. Messaging is part of marketing strategy and is important to lock down. Depending on the town, the population may have conservative religious and political views or be focused on sustainability and town preservation. Family values and town traditions may resonate more with small town or rural community than innovation and technological change. Read the local paper for news about the area to learn more about the community so that you can resonate with people.
Structure your messaging to mirror the tone of the small town or area that you’re marketing to. Hunting humor that is appreciated by one community with a hunting culture may be offensive to another community seeking to protect an endangered species. Keep local culture in mind when marketing to a small town or rural community.
Online marketing for small town businesses
Online marketing efforts in less populated areas will differ from online marketing efforts in more populated areas. In a small town or rural area, you will be marketing to a smaller number of people. Depending on your business you may have a lot or very little competition. If you don’t have a lot of competition, your business will be easier to find online. But, just because you’re easier to find online, doesn’t mean that people are looking.
Rural customers are less likely to have high speed internet than customers living in cities or even small towns. High speed internet is costly in rural areas and landscape like mountains in some small towns makes internet service unreliable. While internet at home might not very common, that doesn’t mean that online marketing is out of the question. Many people living in small or rural towns use their cell phones to access the internet instead of a home computer. What does that mean for your business?
Mobile responsive websites
If you are marketing toward people in small towns or rural areas, your business website must be mobile friendly. Google is cracking down on mobile responsiveness for websites. Websites that are not optimized for mobile devices like cell phones, tablets, and iPads will be ranked lower in search engine results than websites that are mobile responsive. Check here to see if your website is mobile responsive.
Mobile responsiveness is important for your business – if potential customers cannot access your website online, they cannot learn about your business. If your website doesn’t pass Google’s mobile-friendly test, ThriveHive can build a mobile responsive website for you.
Registering your business with online directories like Google+, Yelp, and Yellow Pages is important when you’re marketing in less populated areas. Depending on the town, people may not travel in the direction of your business on a daily basis and may not see that a new business has opened for weeks or maybe even months. By registering your business with online directories, potential customers who are looking up your type of business on Google or Yelp will come across your business when they need it.
Not only are online directories good for reaching local customers, it will also help you get found my people driving through the area. If you’re opening a business that is off of a major transit way, you may pick up customers passing through. You never know who is looking for your type of business on their road trip to visit the Largest Ball of Twine.