By Misha Vardanyan
Stroll along Dewey Avenue in Poteau on a Saturday morning and you can still find what makes small-town commerce endure: the clothing boutique owner who remembers your style and size; the consignment shop owner who knows right where to direct you when you’re looking for something; the cafe’ where the waiter calls you by name. The personal touch is what has always given Southeast Oklahoma the edge over big-box competition up the highway.
But personal touch does not pay the bills like before now. These days, customers look up shops online long before placing a foot through the door, and without social media or with out of date information, the shop will have lost a sale before it had a chance to say “hi”. The bright side is that having a large advertising budget or advertising experience under your belt, now serves no function at all. A couple of strategic yet affordable habits are all it takes.
Word of Mouth Still Works, It Just Looks Different Now
Though, as it turns out, in a small town like those in LeFlore County, recommendations from friends and neighbors are still the number one “magic bullet” that keeps local businesses going. Where that word of mouth happens these days is so different. Instead of being passed informally over neighborly fences or whispered at down the church pew, it spreads through Facebook groups and community pages and text threads.
That means that local business owners do not have to reinvent the wheel. They only need to facilitate happy customers who become happy referral partners on the Internet. A simple note telling customers to leave a review online or just tagging the business after an excellent experience on Facebook and you may have done more for sales than many paid ads can do.
Community Events Are Still the Best Marketing Tool in Town
Not much in Southeast Oklahoma moves product and builds loyalty like a good community event. County fairs, fall festivals, high school football tailgates and downtown market days are all times when foot traffic flows–traffic the local businesses could never purchase with any online ad.
The businesses that derive the greatest benefit from such events generally provide advance preparation, rather than simply showing up with a folding table and little else. An eye-catching booth display that says “look at me” makes all of the difference when you have a dozen other vendors competing for the same crowd’s attention. Some small business owners are resorting to free online tools instead of going to a sign shop, simply because they do not have strategic design experience or the budget for it. It’s a simple banner generator that allows them to assemble a simple, legible booth banner in minutes, using their own logo and colors without having to hire anyone.
That kind of little prep, a sign that clearly lays out the company and what they are selling, makes all the difference in between a table most individuals stroll by and one that has a line waiting to purchase.
Digital Presence Doesn’t Have to Mean Complicated
For a lot of small business owners, “digital marketing” sounds like a full-time job on top of the one they already have. In reality, a strong online presence for a local business usually comes down to just a few consistent habits:
- Keep your Google Business Profile updated. Hours, phone number, and address should always be accurate; this is often the first thing a customer checks before driving over.
- Post a few times a month, not every day. A photo of a new product, a shoutout to an event, or a behind-the-scenes look at the shop is enough to stay visible without becoming a burden.
- Respond to reviews, good and bad. A short, polite reply shows future customers that someone is paying attention.
- Lean on local Facebook groups. Community pages often reach more local customers than paid ads do, and posting is free.
None of these require special software or outside help, just a little consistency.
Supporting Local Businesses Supports the Whole Community
Keep in mind that dollars spent at a Southeast Oklahoma locally owned business generally remain here to help pay local wages, local sponsorships for youth sports, or even school fundraisers. As mega-regional retailers and e-commerce continue to erode consumer focus, the companies that live long enough are becoming those that blend what has always worked in this great place of ours (true relationships and a commitment to being a part of your community) with just enough digital marketing savvy to stay relevant.
To people who own shops in Poteau, LeFlore County and the region around here it could mean taking an hour one night each week to spruce up a Facebook page…maybe you say yes to that next community festival booth or just ask a satisfied customer to write a review. These small, incremental steps accumulate over time (and they are available to every business owner after the average budget!).
Get Local News!
