If you’re wondering how to promote your business locally, you’re not alone. With 54% of consumers saying they shop small to support the local economy, there’s a clear opportunity for small businesses to connect with nearby customers. And it’s already happening—63% of SMBs report that most of their customers are local.
But local intentions don’t always lead to local sales. When every business feels the same, even the most motivated shoppers struggle to make a choice—48% of consumers say they sometimes have trouble deciding between too many similar options (with another 14% struggling with this often!)
So to promote locally, you need to make your business stand out. How do you do that?
One answer lies in values. Today’s shoppers are looking for more than just products. They want to support businesses that give back, with 39% reporting whether or not a brand is purpose driven influences their purchasing decisions. Supporting local community issues is also a powerful driver of loyalty—55% of customers say it’s important when considering where they buy from. And 42% of businesses are responding by making local causes central to their brand and marketing strategies. It’s not just about what you sell, but how you show up for your community.
In this article, we’ll dive into actionable strategies for promoting your business locally, with insights from our 2025 Small Business Marketing Guide, in partnership with Wix. Let’s explore the most effective ways to boost your local visibility and grow your business.
CTA: Looking for more insights about local marketing in 2025? Check out the 2025 Small Business Marketing Guide presented by VistaPrint in partnership with Wix. Read the guide!
- 64% of people shop in-person from small businesses most often, highlighting the critical role of local marketing strategies.
- 42% of small businesses say supporting local community issues is a top priority for their brand and marketing strategy.
- To attract local customers, you need a strong marketing strategy—one that spreads the word, sets you apart from the competition and helps build a loyal community around your business.
What is local marketing and why is it important?
Local marketing is the strategy of promoting your business to people in your surrounding area—those who live, work or spend time nearby. It covers both online and offline efforts from setting up a Google Business Profile and targeting social media ads by location to printing posters for a local event or even handing out loyalty punch cards.
The goal is to get nearby customers to notice you, choose you and keep coming back.
Here’s why local marketing matters in 2025:
- It helps you show up in “near me” searches: Most people searching for services nearby want something fast. If you’re not showing up, you’re not in the running.
- It gets more people through your door: Clear signs, limited-time offers and in-person events help convert people walking or driving by into paying customers.
- It gives you an edge over bigger brands: Local customers often prefer supporting independent businesses, especially when they feel a connection. In fact, 46% of consumers trust small businesses more than larger brands. And 38% of customers say forging personal connections with the owner, staff or other customers is one of the top three reasons they choose to buy from small businesses.
- It keeps your business top of mind: Frequent reminders—like flyers, local sponsorships or social posts—help people remember you when they need what you offer.
- It builds repeat business: Locals who’ve had a good experience are more likely to return, especially if you give them a reason (like a loyalty program or friendly service).
- It generates word-of-mouth referrals: Locals who are loyal to your business are also more likely to recommend you to their family and friends. Having a dedicated group of local brand advocates is an invaluable, cost-free marketing tool.
- It doesn’t need a huge budget: You can start small and still see impact. A well-placed sandwich board or a few targeted Facebook ads can go a long way.
Beyond helping you get noticed in the community, local marketing helps you earn their trust. Once you’ve got that trust, local customers are more likely to choose you over competitors and keep coming back.
Trust isn’t built overnight, though. It’s earned through consistent, reliable service, and by showing your community that you genuinely care. It’s about being transparent, staying engaged with your audience and following through on your promises.
When you build that kind of relationship with your local customers, you don’t just gain repeat business—you also get the kind of word-of-mouth that can really help your reputation spread throughout the community.
How to promote your business locally: The 3 focus areas for your local marketing efforts
Attracting local customers involves three essential stages, each designed to get you noticed, bring people through the door and turn them into loyal customers.
Here’s what to focus on to successfully acquire new customers in the local community (and keep them coming back for more):
- Getting the word out: Before someone can become a customer, they need to know you exist. That means building awareness in the local community even when people aren’t actively looking for you. When the need arises, your business is the first name that comes to mind.
- Driving foot traffic: With awareness in place, you need to make your business stand out in the real world. Whether it’s through visible signage or a welcoming storefront, you want to catch the attention of passersby and get them through your door.
- Building a loyal community around your business: The best marketing happens when your customers do the talking for you. Cultivating loyal, engaged customers who share your brand with others is one of the most powerful ways to sustain and grow your business in a close-knit community.
These three areas form the foundation of any solid local marketing strategy. Now, let’s explore the specific tactics you can implement at each stage, backed by insights from the Small Business Marketing Guide presented by VistaPrint in partnership with Wix.
Getting the word out to promote your business locally
To attract local customers, visibility and memorability are key. In today’s market, this requires a mix of both traditional and digital marketing tactics. According to our 2025 Small Business Marketing Guide, 64% of consumers still make purchases from small businesses offline, while 36% buy online. This highlights the importance of balancing both approaches to stay top-of-mind and relevant within your community.
Let’s look at the most effective traditional and digital local marketing strategies.
Traditional local marketing strategies
Despite the digital age dominating most marketing discussions, traditional tactics remain powerful in building local awareness and trust. In fact, many small businesses still rely on offline methods to reach their community—because face-to-face interactions and tangible materials often feel more personal and credible to local audiences.
Let’s dive into the top traditional tactics that are working for businesses in 2025.
Business cards
Business cards remain one of the most effective and trusted marketing tools. According to the 2025 Small Business Marketing Guide, 58% of small business owners consider business cards one of the most effective offline marketing tactics. They’re cost-effective, easy to distribute and offer plenty of room for creative design that helps a brand stand out.
Additionally, 21% of consumers said business cards are among their preferred ways of discovering small businesses. Easy to spot at local shops, events and counters, business cards make brand discovery feel natural and unforced. And because they offer instant access to key details without any digital friction, many consumers see them as a convenient and credible way to connect with local businesses.
While it may seem like a simple tool, a well-designed business card is a lasting impression. Here’s how you can use business cards effectively:
- Hand them out strategically: Don’t wait for potential customers to ask for one. Actively offer your business card at networking events, local shops and even during casual interactions.
- Make it memorable: Design a business card that stands out. Choose premium cardstock that feels substantial and luxurious in the hand. Focus on a clean, bold design that reflects your business values. Use a unique finish—like matte or spot gloss—to make it feel memorable and ensure it catches the eye.
- Encourage sharing: Encourage customers to pass your card along by offering a reward for doing so—whether it’s a discount on their next purchase or a small gift. This turns every interaction into an opportunity for new leads.
Promotional materials
Promotional materials like T-shirts, drinkware and customer gifts play a significant role in raising brand awareness. According to the guide, a third (33%) of small business owners said promotional items are one of their top three most effective traditional marketing tactics, and 27% of consumers love to use them to discover new businesses.
Promotional products not only keep your brand visible, but they also create a personal connection with the people who use them. When local customers wear or carry your branded items, they become walking ads, spreading the word to a wider audience wherever they go.
These items spark curiosity and often lead to word-of-mouth referrals—friends and family may ask about your brand after spotting a cool T-shirt, a quirky car door magnet or tote bag. Plus, because people tend to use them daily, they leave a lasting impression, constantly reminding customers of your business and strengthening your presence in the community.
To leverage this tactic:
- Distribute wearable promotional products: Give away items like branded T-shirts, hats or hoodies at local events or in-store. These wearable products act as mobile advertisements (and not just sit at the recipient’s house), keeping your brand visible wherever the recipient goes. Whether they’re out for a walk or attending a local event, you get exposure to a wider audience every time they wear it.
- Host a local giveaway: Run a contest where participants can win popular promotional items, such as branded mugs or tote bags. This strategy generates buzz, drives foot traffic to your store and increases your brand’s presence in the local community.
- Maximize your logo visibility: Focus on strategic placement of the logo—centered on the front of a T-shirt or prominently on a tote—to maximize exposure. Use brand colors and include your tagline where possible to create a cohesive, recognizable design that catches the eye and reinforces your brand.
Direct mail
While some view direct mail as old-fashioned, it remains surprisingly effective in today’s marketing world. The Small Business Marketing Guide 2025 shows that 32% of small businesses find it a highly effective marketing tool, and 45% of consumers prefer receiving it to discover new businesses. Despite digital marketing’s dominance, a tangible, personal touch delivered to a customer’s doorstep still stands out.
To make your direct mail campaign work for building brand awareness and attracting new customers, it’s crucial to make it highly personalized. Pair it with clear, compelling offers—like a limited-time discount or event invite—to drive action and encourage recipients to visit your store or website.
Use VistaPrint’s postcard mailing and marketing services to effortlessly target your local community.
Flyers
Flyers are still a powerful tool for local marketing. When customers were asked about their favorite methods for discovering small businesses, 30% listed flyers in their top three. Similarly, 30% of small business owners ranked flyers among their top three marketing tactics for delivering the best results for their business.
What sets flyers apart from other tactics is the alignment between businesses and customers—both agree on their value. Affordable and straightforward, flyers provide a tangible, easily accessible way to share important information, special offers or event details with your local community. They grab attention quickly, can be distributed in high-traffic areas and are a great way to engage people who prefer physical materials over digital ads.
To make your flyers stand out and get results:
- Distribute in key spots: Focus on areas with high foot traffic, like local coffee shops, grocery stores or community hubs where your target audience hangs out.
- Make your message clear: Keep the flyer design simple and direct. Highlight the key benefits of your business and include a compelling reason for people to check it out.
- Add a call to action: Give people an incentive to act immediately. Whether it’s a special discount or an event invite, make sure your flyer prompts the next step.
Digital local marketing strategies
While traditional marketing tactics like flyers and signage are important for building local awareness, they’re only one part of the equation. To make a real impact, you need to complement these strategies with a strong online presence.
According to the 2025 Small Business Marketing Guide presented by VistaPrint in partnership with Wix, 31% of small businesses say their online presence—through websites, social media and reviews—has had the biggest impact on their business over the past year. In addition, 36% of consumers report preferring to buy from small businesses online, with a quarter (25%) saying the ease of finding a small business online influences their purchasing decisions. This highlights the growing need for businesses to focus on digital channels.
Because, at the end of the day, digital marketing allows you to connect with potential customers where they’re spending more of their time (and money): online.
Website
Building a website is often the first step businesses take when going online. However, many local businesses overlook it, assuming it’s unnecessary since their focus is on foot traffic. In reality, a website is a key tool for building trust and credibility. According to the 2025 Small Business Marketing Guide, 52% of SMBs consider their website one of their top three most effective digital marketing tactics.
Website design by Mediaspace via 99designs by Vista
A website does more than provide basic information, too. For many local businesses, it helps build meaningful connections. 47% of small businesses say their website plays a major role in establishing business credibility and trust with customers. What’s more, a whopping 95% of SMB owners believe a professional website is (at least somewhat) important for growing their business.
That’s no surprise if we look at what customers think. 63% of them prefer using websites to discover local businesses, and 81% consider it either important or very important for a business to have one before making a purchase.
A professional website is also a key factor in building trust—58% of consumers are more likely to trust businesses with polished websites, while 10% won’t trust those without one altogether.
Social media
While a strong website is essential, social media has become a critical channel for keeping your business on the radar of potential customers. With over half (51%) of consumers preferring to discover small businesses via social media, platforms like Instagram, Facebook, X and TikTok are where people go to find local brands (unsurprisingly, this jumps to 72% for Gen Z and and 69% Millennial customers). According to the 2025 Small Business Marketing Guide, 56% of SMBs find social media presence to be the most effective digital market tactic for driving results.
Besides, an active social media presence can also drive foot traffic. One third of consumers have visited a local business after seeing a post online.
Not sure what to post online? Get some inspiration from our list of social media content ideas for small businesses.
Whether you’re sharing product updates, announcing events or offering a behind-the-scenes look at your business, social media allows you to connect directly with your community, share your brand’s story and showcase your authentic personality. With small businesses owners reporting that engaging with customers via social media is the number one way they turn new customers into repeat customers, it’s an invaluable way to engage with your audience, build trust and make your brand feel more personal and approachable!
Online reviews
Finally, it’s not just about what you share online—it’s also about what others say about you. People trust people, and online reviews are a powerful influence on consumer decisions.
In fact, 35% of customers consider reviews and recommendations a major factor when choosing a small business. Additionally, 43% of SMBs recognize online reviews as a highly effective marketing tool. With 59% of consumers using reviews to discover new businesses, they’ve become essential for building trust and attracting new customers.
To fully leverage online reviews, take a proactive approach. People are more likely to leave reviews after a negative experience, so make sure you’re actively encouraging positive feedback. Here’s how:
- Claim your business profiles: Ensure your business is listed and verified on platforms like Google, Yelp and Facebook.
- Encourage reviews: After a purchase or service, kindly ask your customers to leave a review. Offering small incentives, such as a discount on their next visit, can encourage participation.
Attracting the attention of passerby
After spreading the word about your business—whether online or through traditional marketing efforts—the next step is getting people to walk through your door.
You need to convince those who already know about you that you’re worth visiting, while also capturing the attention of those who’ve never heard of you and are deciding whether to stop as they walk by. In areas with plenty of competition, standing out and building trust are crucial to attracting potential customers.
According to the 2025 Small Business Marketing Guide, 58% of consumers have visited a local business simply because they walked past the storefront, and 41% were drawn in by outdoor signage.
Let’s explore some of the most effective types of storefront signage that can help your business stand out from the competition.
Explore our guide to storefront design ideas and discover how to choose the right signage to attract customers.
Vinyl banners
Vinyl banners are a popular and cost-effective option for both short-term and long-term visibility. Made from durable materials, they are perfect for outdoor use, able to withstand weather conditions while displaying vibrant, eye-catching designs.
These banners can be used to advertise special promotions, events or to simply showcase your brand. One of their biggest advantages is flexibility—you can print large designs or even multiple versions for different locations. Vinyl banners also work well for businesses hosting outdoor events, or simply to stand out in a busy street or shopping area.
Retractable banners
Similar to vinyl banners, retractable banners offer portability and ease of use, but with the added benefit of compact storage and quick setup. These banners are perfect for showcasing your business at events or placing near your store entrance. Their sleek, professional design makes them stand out without overwhelming the space.
Retractable banners are also ideal for temporary promotions or product launches, allowing you to update your messaging effortlessly. Whether inside or outside, they can quickly attract attention and guide potential customers right through your door.
A-frames
A-frame signs are a classic choice for local businesses looking to drive foot traffic, especially when placed outside your store or near a busy intersection. Their prominent positioning at eye level ensures that your message is noticed by passersby, making it an effective tool for quick, attention-grabbing displays. Whether promoting a sale, special event or new product, A-frames are versatile and can be easily updated with new messaging.
For a more personalized touch, spice it up with a chalkboard A-frame. This allows you to change your messages daily—whether it’s a daily special, a fun quote or an attention-grabbing offer.
Window decals
Window decals are a fantastic way to turn your storefront into a marketing tool without sacrificing visibility. These decals are applied directly to windows and can be used to advertise ongoing sales, showcase your business hours or promote limited-time offers. They’re highly effective at drawing in customers who are walking by and curious about what’s inside your store.
The key advantage of window decals is that they allow you to make use of your storefront space without blocking light or your display, creating an inviting atmosphere while still catching the attention of potential customers.
Posters
Our report shows that 26% of businesses and almost a third (32%) of consumers find signage like posters effective for raising brand awareness. But they’re equally as good for adorning your storefront and inviting customers into your shop!
CTA: Want more data-driven tips? Explore the 2025 Small Business Marketing Guide by VistaPrint in partnership with Wix. Read the full guide!
Placing posters in your windows or outside your store helps create an inviting atmosphere and catches the attention of those passing by. Whether showcasing a special promotion, announcing a sale or highlighting new arrivals, posters are highly effective at attracting foot traffic.
With countless design options, you can tailor them to match your brand’s personality and appeal to the right audience. Their bold, eye-catching visuals make them hard to miss, ensuring your business stands out and piques the interest of people nearby.
Yard signs
Yard signs are a straightforward yet effective way to grab attention, especially in busy locations or near local events. Their simple design and high visibility make them perfect for quick, direct communication. Placing them outside your storefront or along a well-trafficked area ensures your business stands out and gets noticed.
These signs are great for guiding people to your location, raising awareness and encouraging spontaneous visits. Their low-cost, no-fuss nature allows you to put them in multiple spots, maximizing exposure and driving more foot traffic.
Standing flags
Finally, standing flags are a standout option for businesses that want to make a statement. Their height and movement in the wind ensure they’re visible from a distance, making them perfect for attracting attention from passersby.
Placing these flags outside your store or at local events guarantees that people will see your brand, whether they’re walking or driving by.
Building a loyal community around your business
Creating a loyal, engaged community is one of the most powerful ways to grow your small business. When customers feel connected to your brand and invested in your success, they not only return but become passionate advocates for your business.
Word-of-mouth marketing is a natural byproduct of a strong community, and it’s one of the most valuable tools for attracting new customers. According to the 2025 Small Business Marketing Guide, 30% of SMBs say that ties with the local community and word-of-mouth recommendations have had the biggest impact on their business over the past year. Your reputation is often built on the trust and loyalty of your local community, and when they speak highly of you, others will listen and come through your door.
So, how do you build this kind of loyal community? It starts with creating meaningful connections. Whether it’s through hosting events, attending tradeshows, giving away promotional products or offering a loyalty program, these actions help foster relationships that go beyond just transactions. The more involved and personal your interactions are, the more likely customers are to spread the word—both online and offline.
Participation in events and trade shows
Event marketing plays a significant role in building visibility and trust within your local community. 31% of small business owners consider events and tradeshows to be one of their top three traditional marketing tactics they can’t live without.
“In-person markets are my bread and butter. I’ve been doing them for four years, and it’s a very simple way to connect with my customers in real time, in real life. It gives them a chance to touch, feel and see my products in person, especially if they want to see them first and then buy online.”— Ashleigh King, Nala & Co
This sentiment is reflected by consumers, with 29% listing events as one of their top three ways to discover a local small business.
“Over the last couple of years, I’ve been doing in-person shows like markets and pop-up events. The number one comment I receive at these events is how cohesive and beautiful my setup is. I love to leverage signage and bright elements that catch the eye—like table runners, signs, banners, postcards and anything else I can display on my table. In the past couple of years, this has become one of my biggest marketing tactics.”— Mia-Marie White, Blushed Designs Co
These events give you the chance to put a face to your brand and interact directly with the community. Whether you’re attending local fairs, supporting charity events or hosting pop-up shops, being actively involved in community events strengthens your local presence.
Partner with other local small business owners for events—63% of consumers want to see more community involvement from small businesses.
But it’s not just about sponsorship or showing up at events. Hosting or participating in VIP gatherings also helps nurture loyalty. In fact, 23% of SMBs say hosting VIP events or gatherings has helped them build customer loyalty, and 25% of consumers say it’s what makes them remember and revisit a business.
Branded merch
When we asked customers if they liked wearing merch from the brands they support, the response was a resounding “yes.” For many, it’s just like rocking their favorite band tee. Wearing branded merch allows consumers to feel connected to a community, expressing what they like, who they are and their personal style.
Beyond the feel-good factor for businesses, it’s also a powerful local marketing tool. Customers wearing your branded items essentially become walking billboards, spreading the word in the community that your business is worth checking out.
And when it comes to branded merch, custom T-shirts are truly the MVP. According to our guide, 47% of SMBs offer branded T-shirts, and 62% of consumers say T-shirts are one of their favorite promotional products.
But T-shirts aren’t the only winners among customers:
- 48% of consumers would love to receive hoodies, and 28% of SMBs offer them.
- 47% of consumers prefer drinkware (mugs, glassware or water bottles), while 29% of businesses provide them.
- 39% of consumers would like branded pens, with 43% of SMBs offering them.
- 38% of consumers love branded hats, and 31% of SMBs give them away.
- 37% of consumers prefer branded totes, yet only 19% of SMBs provide these items.
Branded merch is also a fantastic tool for giveaways, which is another great way to keep your customers engaged and loyal to your business. Giveaways allow you to reward your community, deepen those connections and encourage people to spread the word about your brand.
Loyalty programs
Loyalty programs are another powerful tool for building word-of-mouth marketing. 20% of SMBs say loyalty cards are among the most effective traditional marketing tactics, and 21% of consumers agree, finding them a useful way of discovering small businesses. When customers feel rewarded for their loyalty, they’re more likely to return—and more likely to recommend your business to others.
The 2025 Small Business Marketing Guide shows that 60% of consumers consider a loyalty program an important factor when deciding whether to return to a business, and 37% of SMBs agree that loyalty programs are an essential part of their customer retention strategy. By offering discounts, rewards or exclusive deals, you not only incentivize repeat visits but also give customers something to talk about.
Whether it’s through a points system, member-only perks or personalized discounts, loyalty programs foster a sense of exclusivity and value. Consumers are more likely to remember and revisit businesses that offer loyalty rewards—60% of them agree on this—and 66% would even return more often if personalized discounts or offers were available.
Ready to attract local customers to your small business?
Attracting local customers is crucial for any small business, and doing so requires a combination of strategies. From making sure people know your business exists to standing out from the competition and building a loyal community, each step plays a key role in bringing customers through your door.
According to the 2025 Small Business Marketing Guide, 79% of SMBs are focused on increasing revenue and acquiring more customers over the next 12 months. To succeed, businesses must refine their marketing approach, using both traditional and digital tools to engage local audiences. It’s about anticipating the opportunities for customers to discover you and finding creative ways to make sure they do—building trust and long-term relationships along the way.
Consumers want more than a product—they seek a connection with businesses that reflect their values. With 63% wanting businesses to be more involved in local issues and 55% wanting to see more collaborations with other small businesses, there’s a clear opportunity to strengthen bonds with your community. Showing your commitment to local causes increases visibility, makes your business an important part of the local community and builds a stronger reputation.
If you’re ready to take your business to the next level, local marketing is key. By blending proven methods with modern tactics, you can build trust, foster lasting relationships and turn your customers into loyal advocates. As your community becomes more engaged, your brand will naturally gain visibility and credibility, expanding your reach. Now is the perfect time to implement these strategies and watch your local presence grow.
CTA: Looking to learn more about the state of small business marketing in 2025? Check out the 2025 Small Business Marketing Guide presented by VistaPrint in partnership with Wix. Read the Guide!
