Let’s be honest, “marketing” can sound like one of those buzzwords that everyone uses but no one really explains. The truth is, marketing is simply about getting people to notice you. It’s the art (and persistence) of saying “Hey, I can help you!” in ways that actually stick.

Local marketing is where small businesses can shine. Instead of shouting into the big, loud void of the internet, you get to focus on your people. The ones nearby who are most likely to care. The ones who might see your sign, meet you at a local event, or scroll past your post and think, “Wait… I know that place!”

Let’s break it down into simple, doable steps that make local marketing feel fun, not frustrating.

Start with Local Awareness

Local marketing isn’t about reaching everyone. It’s about reaching the right ones. The people who live in your area, work there, or drive by every day. Start by showing up where they are.

Try this:

• Attend local events or sponsor a small table at a community fair
• Partner with other small businesses on joint promos or giveaways
• Drop off flyers or business cards at coffee shops (and chat with the owner while you’re there!)

It takes initiative and a little audacity, but when people start to see your face or brand name repeatedly, something clicks. You become part of the neighborhood fabric.

Show Up on Social Media (Strategically)

Social media is like the modern town square. It’s free, fun, and when used right, it’s powerful. But you don’t need to post every day or dance on camera (unless you want to).

Just pick a few content categories and rotate between them:

• Humor: Make people smile or laugh. It builds warmth and familiarity.
• Educate: Teach something that helps your followers. For example, “3 quick tips before you book your wedding coordinator.”
• Inspire: Share wins, testimonials, or stories of transformation.
• Aspire: Show what’s possible when people work with you.

Tag your posts with local hashtags like #Richmond or #RichmondCA so your community can actually find you.

And please, repurpose everything. One blog post can become five social posts, one testimonial can become a Reel, and one quote can become a tweet. You’re not reinventing the wheel, you’re just spinning it smarter.

Collect and Flaunt Reviews

When people search locally, they’re not just looking for “the best.” They’re looking for trust. Reviews are the shortcut to credibility.

Ask every happy customer for a Google review and then use those reviews everywhere. Put them on your website, on your social posts, and in your email signature. A few great testimonials can do more for your business than any ad campaign ever could.

Pro tip: video testimonials are gold. They’re short, personal, and authentic.

Make Google Your Best Friend

You want your business to appear when someone types “coffee shop near me” or “best dog groomer in Richmond.” That’s where Google My Business comes in.

Set up your profile and fill it out completely. Add your address, hours, services, photos, and a few posts. Then sprinkle in some local keywords on your website like “Richmond bakery” or “Bay Area cleaning service.”

If you want to get fancy, connect your site to Google Search Console so you can see what people are searching for and what keywords are working.

Create Helpful, Local Content

Yes, you need a website. No, it doesn’t have to be complicated. Just make it crystal clear what you do, who you help, and how to contact you.

Then, keep it fresh with a new blog every month. Think local and helpful. Write about the things your community actually cares about, like:

• “The Best Places in Richmond for Engagement Photos”
• “5 Things Every Homeowner Should Do Before Winter”
• “How to Plan a Local Event Without Losing Your Mind”

Each post tells Google you’re active and gives your future customers something useful to read.

Try Local Ads (When You’re Ready)

Paid ads don’t have to be scary or expensive. The trick is to go small and specific.

Start with Google Ads and target phrases like:

• “Your service + near me”
• “Affordable [service] in [city name]”

You can even set a tiny radius around your business so you only show up for nearby folks. It’s like putting up a digital billboard that only your neighbors can see.

The Big Picture

Local marketing works because it’s personal. You’re not shouting into the void, you’re waving hello to your neighbors.

Pick one or two ideas from this list and take action this week. Maybe you’ll finally set up that Google page, post a quick before-and-after, or ask a client for a review. Each small move builds momentum.

Remember, marketing isn’t about being loud. It’s about being consistent, helpful, and easy to find. When your community knows who you are and trusts what you do, the customers will come to you.