Marketing a Local Business: The Ultimate Guide

If you run a local business in the Tri-Cities, whether you’re fixing roofs in Kingsport, running a café in Johnson City, or operating a boutique in downtown Bristol, your biggest challenge probably isn’t doing the work. It’s getting enough of the right people to know you exist.

This guide will walk you through a straightforward strategy to become omnipresent, showing up everywhere your potential customers are already spending time online. No fluff. No gimmicks. Just practical, proven marketing steps you can take to grow your local business.

Why Most Local Marketing Falls Flat

Most business owners fall into one of two camps:

1. They don’t market at all, hoping word-of-mouth will carry them.

2. They do “a little bit of everything,” but nothing consistently or strategically.

The fix? You need a simple, focused plan that helps your business get discovered, stay top-of-mind, and earn trust. That’s exactly what we’re building here.

Step 1: Get Found with Local SEO

If someone searches “coffee shop near me” or “roof repair Bristol TN,” and you don’t show up, your business might as well not exist.

What Is Local SEO?

Local SEO is the process of optimizing your online presence so you show up when someone searches for the products or services you offer in your area.

Here’s What to Focus On:

✅ Google Business Profile

• Claim and verify your listing.

• Make sure your name, address, and phone number (NAP) are correct.

• Add service areas, business hours, and your main services.

• Upload fresh photos regularly.

✅ Reviews

• Ask happy customers to leave a Google review. Don’t overthink the ask.

• Respond to all reviews (good or bad.)

✅ Website Optimization

• Include your city name throughout your homepage and service pages.

• Create individual location or service area pages if you serve multiple areas.

• Make sure your site loads fast and works on mobile.

✅ Local Citations

• Make sure your NAP (name, address, phone number) info is consistent across sites like Yelp, YellowPages, Facebook, and Bing Places.

If you get this part right, you’ll start showing up in the Google Map Pack, which gets the bulk of clicks for local searches.

Step 2: Get Chosen with Google Ads

SEO takes time. Google Ads can get you traffic and leads starting this week. But it has to be set up properly. Otherwise, you’re just paying for people to click and bounce.

The Best Google Ads Strategy for Local Business

Run Branded and Non-Branded Search Campaigns

• Branded: Target your business name to protect your brand from competitors.

• Non-Branded: Target terms like “plumber Johnson City” or “Kingsport hair salon.”

Use Call Ads

• Perfect for service-based businesses who want phone calls right now.

• Only show to people on mobile devices during business hours.

Set Your Service Area

• Don’t waste money advertising outside your realistic reach.

Send Traffic to a Landing Page

• Your homepage is not your best bet. Use a page that matches the ad and gives one clear action (call now, book a quote, schedule online).

Step 3: Stay Top-of-Mind with Retargeting Ads

Here’s the deal: Most people who visit your site won’t take action on the first visit. But that doesn’t mean they’re not interested.

That’s where Meta retargeting ads (on Facebook and Instagram) come in.

What Retargeting Does

It lets you follow up automatically with people who:

• Visited your website

• Watched a video on social media

• Engaged with your business online

What to Show in Your Retargeting Ads

• Client testimonials

• Quick 15-second videos showing the results of your work

• Special promotions (“10% off this month only”)

• Reminder messages (“We’d still love to help with your kitchen remodel!”)

Keep it simple. Run these ads for a few bucks a day. The goal is to nudge people across the finish line.

Step 4: Build Trust with Organic Social Media

You don’t need to go viral. You just need to be visible, consistent, and real.

Post Types That Work for Local Businesses

• Behind-the-scenes: Show your crew working, prepping, or serving.

• Customer shoutouts and testimonials

• Simple before/after results (great for contractors or stylists)

• FAQ videos: Answer common questions in under 60 seconds.

• Local pride content: Highlight your city, events, or partnerships.

Posting Schedule That Works

• 3–4 posts a week is plenty.

• Focus on Instagram and Facebook to start.

• Repurpose content across both platforms. No need to reinvent the wheel.

This helps people know, like, and trust you, even if they haven’t bought from you yet.

Step 5: Tie It All Together with an Omnipresence Strategy

If you’ve made it this far, here’s the payoff:

You don’t need to be a marketing expert to be everywhere your customers are. You just need each of these pieces working together.

Here’s the Flywheel:

1. SEO gets you found on Google.

2. Google Ads get leads right now while SEO builds up.

3. Retargeting ads stay in front of people who didn’t convert.

4. Organic content builds familiarity and trust with your audience.

That’s how you go from invisible to everywhere without burning out or breaking the bank.

Final Thoughts: Simple Wins

Marketing a local business doesn't have to be complicated, it just has to be consistent.

Start with your Google Business Profile. Set a small daily budget for ads. Post a few times a week. Show people you’re real, helpful, and ready to work. That’s how you win.

If you want help dialing all this in, that’s exactly what I do over at Outfitter Marketing Pros. But whether we ever talk or not, I hope this gave you a roadmap you can use right now.

Want to make this easy?
I’m working on a downloadable checklist version of this guide. If you'd be interested in that, let me know and I’ll send it your way as soon as it's ready.