This week’s question:
How can I market my business locally and reach more customers in Kent and the surrounding area?
Marketing your small business in Kent and reaching more customers requires a mix of local engagement, digital presence, and partnerships. Here are the most effective strategies to help you attract both local residents and tourists:
1. Leverage Local Events and Community Involvement
• Participate in Town Events: Get involved in Kent’s local events, such as the Kent Pumpkin Run, Kent Farmer’s Market, and other annual celebrations like the upcoming 250th Declaration of Independence Celebration. Set up a booth or sponsor a local activity to increase visibility.
•Partner with Other Local Businesses: Form partnerships with complementary businesses in the area. For example, if you run a retail store, you could collaborate with local artisans or other shop owners to host joint promotions or events.
• Join the Kent Chamber of Commerce: Being a member of the Chamber will connect you with local business owners, provide networking opportunities, and offer avenues for promoting your business through the Chamber’s events and publications.
2. Optimize Your Digital Presence for Local Search
• Claim and Optimize Your Google Business Profile: Ensure your business appears in local search results by creating or claiming your Google Business Profile. This helps customers find your business when searching for services in Kent, and allows you to update key information such as hours, contact details and services. And, as a bonus, did you know you’re eligible for $100K in Google Ads if you’re a non-profit entity? (Ask me how!)
•Leverage Local SEO: Focus on optimizing your website and online content for local search terms. Use keywords that include “Kent, CT” or nearby regions, and ensure your website has updated location-specific pages. Incorporate blogs or articles about local topics to improve search ranking.
•Utilize Social Media for Local Engagement: Use platforms like Facebook, Instagram, LinkedIn, and Nextdoor to connect with Kent’s local community. Regularly post updates, special offers, and event information while engaging with followers by responding to comments and messages.
3. Advertise in Local Publications and Media
• Advertise in Kent’s Local Media: Place ads in local newspapers like the Kent Good Times Dispatch, the Lakeville Journal, or the Republican-American. You could also sponsor or contribute articles that highlight your business story or expertise.
• Use Local Radio and Flyers: Take advantage of local radio advertising or distribute flyers at community hubs like the Kent Memorial Library or local cafes. Local bulletin boards can also be a simple, yet effective, way to reach residents.
4. Host Special Promotions and Loyalty Programs
• Offer Local Discounts: Provide special promotions or discounts exclusively for Kent residents or those attending local events. A “local appreciation day” or a “shop local” discount can help you build rapport within the community. You can even do donation drives for the Kent Food Bank or offer to do a special fundraiser for the Kent Volunteer Fire Department. These community-centric initiatives raise your profile and do good!
• Launch a Loyalty Program: Encourage repeat customers by creating a loyalty program or offering referral discounts to existing customers who bring in new business.
5. Use Tourism to Your Advantage
• Collaborate with Local Tourism Initiatives: Kent attracts tourists, especially during peak seasons like the fall foliage. Work with Kent’s Chamber of Commerce or local inns to promote special offers or packages that appeal to visitors.
•Create Kent-themed Products or Services: Develop unique Kent-specific offerings or experiences that appeal to both locals and visitors, such as Kent-themed merchandise, events or experiences that highlight the town’s charm.
6. Build Relationships with Local Influencers
• Connect with Local Influencers: Reach out to local bloggers, social media influencers or community leaders who have a strong presence in Kent and Litchfield County. Partner with them to promote your business through reviews or mentions on their platforms. Dogs are also becoming influencers, for example @dogsofkentctfarmersmkt on Instagram, run by the Kent Land Trust, is a great new way to showcase the vendors, customers and dogs of Farmer’s Market!
By using a combination of these local engagement strategies, your business can effectively reach both the Kent community and visitors, building a loyal customer base and increasing visibility.
With more than 20 years of international experience, Sarah Chase has held key leadership roles and has successfully worked with start-ups and nonprofits to translate visions into thriving entities across the U.S., Europe, and Asia. In her “Chasing Success” column, she will answer your questions about marketing, management, media and more. Got a question? Need some advice? Contact Sarah: sachaseinc@gmail.com.
