Running a small business on the High Street isn’t just about opening your doors and hoping customers walk in. In today’s competitive landscape, the businesses that thrive are those that actively engage with their community, collaborate with fellow entrepreneurs, and consistently communicate their value to local customers.
If you’re wondering how to make your High Street business more visible and successful, you’re in the right place. Let’s explore practical strategies that won’t break the bank but will make a real difference to your bottom line.
Why Community Involvement Matters More Than Ever
Your High Street isn’t just a location – it’s a community. When local businesses work together and engage with residents, everyone benefits. Customers develop loyalty to businesses that care about their neighbourhood, and collaborative efforts often reach far more people than solo marketing attempts.
Think about it: when was the last time you supported a business simply because you saw them sponsoring the local football team or organising a charity drive? Community involvement builds trust, and trust drives sales.
Smart Advertising That Actually Works for Small Businesses
Start Local, Think Personal
- Local directories and listings: Ensure you’re listed on Google My Business, local Facebook groups, and community directories like parish websites
- Window displays that tell a story: Use your shopfront to communicate what’s happening inside – seasonal offers, new arrivals, or community partnerships
- Leaflet drops with purpose: Rather than generic flyers, create content that offers genuine value – tips, local information, or exclusive community offers
Word-of-Mouth Amplification
- Referral incentives: Offer existing customers a small discount for bringing friends
Customer testimonials: Display positive reviews prominently in-store and online - Local partnerships: Team up with complementary businesses for cross-promotion
- Getting Involved: Community Projects That Boost Your Profile
Start Small, Make Impact
Community involvement doesn’t require huge commitments. Here are manageable ways to get started:
- Sponsor local events: Even small contributions to school fairs, charity runs, or community festivals get your name noticed
- Offer your expertise: Run workshops, provide advice, or donate services to local causes
- Support local initiatives: Get behind community projects, environmental efforts, or local heritage preservation
- Host community events: Use your space for book clubs, craft sessions, or information evenings
The Ripple Effect
When you support your community, you’re not just doing good – you’re creating connections. The parent whose child’s football team you sponsor becomes a loyal customer. The charity you support shares your involvement with their network. It’s marketing that feels authentic because it is.
Collaboration: Your Secret Weapon for Growth
Strength in Numbers
Other High Street businesses aren’t your competition – they’re your allies. When the High Street thrives, everyone benefits from increased footfall.
Practical Collaboration Ideas:
- Joint promotions: “Spend £20 at the cafe, get 10% off at the boutique” and visa versa
- Shared events: Organise High Street open days, seasonal markets, or themed weekends
- Referral networks: Recommend each other’s services naturally in conversation
- Bulk purchasing: Join forces for advertising costs, decorations, or supplies
- Skills sharing: The café owner might be brilliant at social media, while the florist excels at window displays
Building Your Business Network
- Join local business groups: Chamber of Commerce, BNI groups, or informal business meetups
- Attend networking events: Even if it feels uncomfortable initially, these connections are invaluable
- Create informal partnerships: Regular coffee meetings with neighbouring businesses can spark brilliant collaborative ideas
- Making Yourself Visible: Consistent Communication is Key
Tell Your Story Regularly
Your customers want to know what’s happening behind the scenes. Regular communication keeps you top-of-mind and builds personal connections.
What to Share:
- Behind-the-scenes content: Show the craftsmanship, the early morning prep, the care that goes into your products
- Staff stories: Introduce your team, share their expertise, celebrate their achievements
- Customer features: Highlight loyal customers or interesting projects you’ve worked on
- Seasonal updates: How your business adapts throughout the year
- Community involvement: Share your charitable work, local partnerships, and community events
Multiple Touchpoints
Don’t rely on just one communication method:
- In-store displays: Update regularly with news, offers, and community involvement
- Email newsletters: Monthly updates for customers who want to stay informed
- Local press: Send news releases about significant events, expansions, or community work
- Community noticeboards: Many customers still check these regularly
- Social Media: Your 24/7 Shop Window
Choose Your Platforms Wisely
You don’t need to be everywhere – focus on where your customers actually spend time:
- Facebook: Excellent for local businesses, community groups, and event promotion
- Instagram: Perfect for visual businesses – food, fashion, crafts, interiors
- LinkedIn: Great for B2B services and professional networking
- Local Facebook groups: Often more effective than business pages for reaching neighbours
Content That Engages
The 80/20 Rule: 80% helpful, interesting, or entertaining content; 20% direct promotion
Content Ideas That Work:
- Monday motivation: Start the week with positive messages or tips
- Behind-the-scenes Wednesday: Show your process, your workspace, your passion
- Feature Friday: Highlight products, customers, or team members
- Weekend community: Share local events, support other businesses, celebrate your area
Consistency Beats Perfection
- Post regularly: Better to post something simple three times a week than create one perfect post monthly
- Engage genuinely: Respond to comments, share other local businesses’ content, join conversations
- Use local hashtags: #YourTownName, #SupportLocal, #HighStreetBusiness
- Share user-generated content: Repost customer photos and reviews (with permission)
Building Long-Term Relationships
The Personal Touch
Small businesses have a huge advantage over chains – you can build genuine relationships with customers. Use this:
- Remember regular customers: Their names, preferences, family situations
- Follow up on purchases: Check satisfaction, offer maintenance tips, suggest complementary products
- Celebrate milestones: Customer birthdays, business anniversaries, community achievements
Consistency in Communication - Set realistic posting schedules: Better to post twice a week consistently than daily for a month then disappear
- Plan seasonal content: Christmas, Easter, summer holidays, back-to-school periods
- Document your journey: Share challenges and successes – people love authentic stories
Measuring Your Success
Track What Matters
- Footfall increases: Especially after community events or collaborations
- Social media engagement: Comments and shares matter more than likes
- Customer feedback: Both formal reviews and casual conversations
- Referral rates: How often existing customers bring friends
- Community recognition: Invitations to events, mentions in local press
Your Action Plan: Start This Week
Week 1: Foundation
- Update your Google My Business listing
- Join one local Facebook group
- Introduce yourself to three neighbouring businesses
Week 2: Content Creation
- Take photos of your products, workspace, and team
- Write down five interesting facts about your business
- Plan your first week of social media posts
Week 3: Community Connection
- Research upcoming local events you could support
- Reach out to one potential collaboration partner
- Start conversations with regular customers about what they’d like to see
Week 4: Consistency
- Establish your posting schedule
- Set up a simple system for tracking customer feedback
- Plan next month’s community involvement
Remember: Authenticity Wins
The most successful High Street businesses aren’t necessarily the ones with the biggest budgets – they’re the ones that genuinely care about their community and consistently show up. Your customers can tell the difference between authentic engagement and marketing tactics.
Start small, be consistent, and remember that every interaction is an opportunity to build a relationship. Your High Street business has something unique to offer – make sure your community knows about it.