New Businesses Should Think Local Before Global

By: Jeanette Fernandez, Bark PR

You’ve launched a new business and you’re ready to get the word out that it’s the biggest thing since reality television. But, before you get all “I should be on Oprah” with your efforts, slow down a bit. We all want to shout from the rooftops about our work, but instead of screaming nationally, consider speaking on a local level.
Tending to your own backyard before making the global leap is a really good thing.

Becoming invested locally is a great way to start your marketing your business. It shows you care about your community, helps in gaining the ever-important local client, can build you as a local go-to-pro at what you do and will aide in gaining traction when you’re ready to do national outreach.

So, without further ado, here are a few ways to market your new venture at a local level:

1. Join local organizations such as the chamber of commerce, women’s business associations, local business groups, etc. You’ll make necessary connections and these types of organizations tend to “promote” their members’  businesses. Ask to contribute to their newsletter or websites for further interaction and self-promotion possibilities.
2. Get involved with local events by becoming a sponsor. There are usually different levels of sponsorship, so you should be able to find a way to contribute that works within your budget. Receiving signage opportunities, sponsored-by mentions and goodie bag giveaways are all key to success. Keep in mind, you’ll want to have your branding in place (logo, website, etc.) to get the most out of this opportunity.
3. Contact your local media. This means television, newspaper, magazines, online publications and local bloggers. Anyone who you consider to be a local influencer – get in touch with. Let them get to know you, your business, what you can offer local customers and what stands you apart from everyone else. I’ve had clients guest on local morning television to incredible reception. If done correctly, you can become the pro they reach out to on a regular basis.
4. Find someone locally who you can partner with. For example, if you run a floral shop, contact a local restaurant or spa to see if you can provide them with floral arrangements on a weekly basis. In return, you can promote their business to your clients. You can offer your partners a discounted rate to show off your goods. The return on investment is worth it.
5. Become a social butterfly in your hometown. Attend local meetups, conferences, events business gatherings that fit your business. Introducing yourself and your newfound business shouldn’t be a hard sell here. It’s more about letting your community know that you exist and your company is now open for business.

Becoming a local superstar is a pretty sweet thing. The connections you’ll develop are priceless and all of the wonderful, local press you’ll receive will only benefit you moving forward. Now, get out there and honk your local horn.

Jeanette is Director of Bark PR, an indie public relations house that serves the creative community, startups and non-profits. Bark specializes in crafting micro-campaigns that grow with today’s varied business needs and budgets. Jeanette is also an avid writer and monster buster for her 3-year old girl, Ciel. If you want to connect with Jeanette, email her atjeanette@barkpr.com tweet away to @BarkPR.