Ten Steps for Maximizing Local Markets

laWhen Jenny deBeer Charno wanted to restart her massage therapy business after taking time off to have a family, she thought she knew how to get the word out. After all, about 10 years ago, business was brisk, thanks to ads in her local penny savers and in the Yellow Pages. But, boy, have times changed.

"It used to be out here on Long Island, local businesses advertising services around town would turn to penny savers," recalls Charno, owner of Glen Cove Massage. "We're talking clean your house, paint your house. It used to be my whole business was from the penny savers. So that was the first thing I tried. I was shocked when I got nothing. At one point, I questioned if they were printing." 

The only outlet that was bringing in customers: the Internet. After hearing from several new customers that they found her online, Charno quickly created a Web site and devoted a few days to getting her business listed on search engines.

Whether you're a small business restricted by locale like Charno's, or simply want to maximize your local market, experts say you need to follow these 10 essential steps:

Know Yourself

Before you reach out to local clients, or any other customers for that matter, know what sets your company apart from the competition and who your audience is. This will determine how much to spend on online and offline strategies.

The message then has to be the same throughout, whether it's in the Yellow Pages or on your Web site, says Tom Kennedy, principal and president of The Kennedy Group, a business consulting firm specializing in local, regional and global communications.