Local Marketing Strategies for Small Business Owners

Franchise Thought Leaders Share How Entrepreneurs Can Lead Their Local Markets

For franchise business owners, local marketing is where a national brand becomes a neighborhood business. The right campaign can build awareness, attract new customers and generate growth. 

Effective local marketing goes well beyond running locally targeted print and social media ads. Franchise owners can foster community connections by hosting events, sponsoring a local sports team and partnering with local organizations, including chambers of commerce, business associations and non-profits. 

Those face-to-face interactions can have a powerful influence. When given the opportunity to engage with a brand at a live event, 74% of consumers say they are more likely to make a purchase from that business, according to the Event Marketing Institute. The importance of local marketing for franchise success cannot be overstated. 

We asked the following franchise thought leaders to share their best local marketing strategies for small business owners. Here’s what they had to say.

Michelle Hummel

“Successful local franchise marketing starts by empowering each location to build authentic relationships within its community while maintaining brand consistency. Today, AI-powered tools make it possible for franchisees to personalize local marketing, respond to leads faster, optimize local search engine optimization (SEO) and create community-focused content at scale. The brands that win are those that combine national strategy with local execution, giving franchisees the technology and support they need to become the obvious choice in their markets.”  — Michelle Hummel 

Brian Zaslow

“Local marketing is essential for any franchisee. It is critical to get connected with your community and identify strategic partners for leads and collaboration. A locally focused sales and marketing plan works so much better than a ‘sales and marketing du jour’ approach.” — Brian Zaslow

Heather Ripley

“One of the smartest local investments any business can make is adding public relations to its marketing strategy. Third-party media coverage builds credibility that advertising alone can’t match. Strong earned media doesn’t just reach local audiences through press releases, blogs and social media posts; it also supports your digital footprint. That visibility strengthens both SEO and generative engine optimization (GEO), helping your business appear in both traditional search results and AI-generated answers. The brands that win locally are the ones that tell their stories consistently in credible media outlets and not just paid promotions.” — Heather Ripley  

Chantel Soumis 

“Franchisees who roll up their sleeves, engage on social media and show up in their neighborhoods consistently outperform the folks who stay invisible. Whether you’re a hands-on owner or a semi-absentee operator, double down on your personal brand. Match your digital vibe with your real-world handshake, show up consistently and be the vibrant face of your community.” — Chantel Soumis  

Alexis McConvey

“Local marketing starts inside the four walls. The person already standing at your counter is the most credible marketing asset you will ever have. They’ve chosen you, and a good experience can turn them into someone who brings three friends next time. Once you’ve earned the loyalty of that group, you widen the circle to the businesses on your block, the school down the street and the teams your customers already belong to. Those partnerships work because they’re built on relationships with people who genuinely like you, not on a media buy.” — Alexis McConvey 

Laura Darrell

“Start by creating a community partnership map that identifies the schools, churches, nonprofits, sports organizations, community groups and complementary local businesses in your trade area. Then build a monthly calendar of meaningful touchpoints, from supporting local events and partnering with charities to dropping off meals, recognizing volunteers and celebrating community wins. Those authentic moments naturally become stories worth sharing because they’re about people, not promotions. The goal isn’t to create more marketing; it’s to create more moments worth talking about.” — Laura Darrell

Kenneth Burke

“No good local marketing strategy is complete without a replicable process for earning Google reviews. Once you’ve completed service for a customer, text them a ‘thank you’ message and ask them to leave a review. Be sure to include your review link to make it super easy to leave that review. As you get more reviews, you can improve your visibility in local Google searches and win more customers.” — Kenneth Burke