I live in a very small town and it’s kind of irritating when reading some of the top marketers talk about how to use SEO (Search Engine Optimization) or other popular marketing methods to reach your local market. It just doesn’t work that way where I live, maybe it does in other small towns, but not in any of the small towns I’ve lived in. So how do you use the internet to market to your local small town market?

That’s the question I’ve struggled with over the years of helping small businesses in small towns. Most small business owners think that if they have a web site designed for them, put it on the internet a flood of new customers will start beating down their doors. This is NOT going to happen.

They get sold by some “marketer” that if they put their business on Twitter and Facebook they are now tapping into the unlimited resources of social media. This isn’t going to help either.

I’m not saying that these services are bad or don’t work, the business owners just don’t use them properly.

So how does a small business in a small town properly use their web site and social media?

To answer that question you have to know how business works in small towns.

It’s all about who you know.

You get to know other business owners through the Chamber of Commerce, you meet other residents at the grocery store, you waive at the police officers, you visit the same local restaurants as everyone else. You get to know people. Once they know you they either trust you or they don’t. That’s how business works in small towns.

So how can you that translate to online marketing?

You collect customer’s email addresses and send out regular newsletters or coupons or updates about you, your business, your town, things they can relate to.

You ask your customers if they are on Twitter or Facebook. Connect with them there on a personal level.

You get on LinkedIn and find other local business owners or business owners in nearby towns. You have a connection because of the town you live in.

Above all make it personal! Don’t kill the relationship by blasting your products or services at everyone. Create a relationship!

Sure this same process works for larger cities, but small towns are a different breed. Word spreads much faster in small towns and you will probably see those same people the next time you go grocery shopping.

Many times we get so wrapped up in the technology behind the internet, web sites and marketing. Are you on Twitter, Facebook, Foursquare…? But what it all comes down to is do you have the trust of your market?

You have a web site, so what?

Sure having a good looking web site is important, but if the images and words you display on that web site don’t invoke a sense of trust in the viewers they won’t stay very long and they will definitely not contact you for further information.

Images are worth a thousand words, and if the first image I see on your business’ web site is of you with your shirt off mowing the lawn I don’t think I’m going to stay around long enough for you to convince me that I should purchase your eBook on dating.

I’m on the Twitter

Same goes for using Twitter and Facebook. Are you posting information that people will find useful? Are you encouraging your readers to visit other people’s web sites and use other people’s services? Or are you only talking about how great you are and how great your services are? People have a hard time trusting other people when the conversation is always one-sided.

Facebook is great for communicating with people who like your business, but just remember that more than likely you have your personal account linked to the business account. If I find your personal account on Facebook to be offensive because you are talking about how you are planning on getting drunk this weekend and on your business page you are promoting your alcohol and drug recovery program do you really think I’m going to trust what you are trying to sell me? Probably not.

Package it all together

Take into consideration your web site’s images and words. Do they make someone want to call you? Fill out your form? Sign up for your newsletter? If not, what can you do to fix that? Have someone you trust read over your web site and get their opinion (not your drinking buddy because he’s already drunk.)

On Twitter make sure you talk about other people (not in a negative way) and the service they are providing. Did you have a positive experience with someone? Did you meet someone new? Give them a quick shoutout to let people see you are human. Do they same thing on Facebook. People like to see that you care about other people and want to communicate.

Now get out there and do something!