Sure, big brands might have unlimited budgets and global reach, but they’re missing something: local roots. Yes, really! And even if your freelance business has no borders, your roots give you an unexpected advantage.
Having a local connection allows you to serve businesses in a way larger companies can’t. A lot of small business marketing comes down to finding ways to stand out in client’s minds, and being local allows you to build genuine relationships and trust. This can make all the difference!
Even if you operate mostly online, having local ties matters. Customers want to know you as a whole person and knowing you’re part of a community, even better if it’s one they’re also a part of, gives them a reason to choose you over other, faceless competitors.
The power of local for freelance business owners
Your local roots can give you an edge for a few reasons, but mostly because it helps you be real and relatable to others.
Roots are why someone will go out of their way and even pay more to support a local coffee shop where the owner knows their name. A larger corporation will undoubtedly have a swankier operation, wider name recognition, better loyalty programs, and lower prices…and yet they’ll never truly be a part of the neighbourhood.
For customers, shopping local feels good because they know their dollars are going towards supporting someone in their community. They’re supporting someone who might have kids in school or who needs pricey medication or who is struggling to make ends meet. They know their spending can make a real difference for an individual living in their area, rather than increase shareholder profits for someone thousands of miles away.
Building trust through local relationships
The swing in social media is now to showcase behind the scenes and struggles rather than a polished highlight reel. The unglamorous side of business. And this lifestyle-forward preference also allows you to show your community (physical and digital) that you’re much more than some slick business person only focused on making a profit.
You can show this through your community volunteerism, or perhaps you sponsor a local sports team or nonprofit and show your spirit and support that way. Demonstrate your connection to your local community however that feels right to you.
Supporting the community that supports you
Running a business isn’t just about serving customers, it’s about giving back where you can. The more success you find from your freelancing allows you to invest in causes that matter to you. And for many people, they’re able to invest in their local community to give back.
For example, one way to do this is by collaborating with other local or small businesses. This both supports the wider community and an unexpected spin to your offers.
These seemingly small gestures add up to mean a lot over time. When people see you showing up for your community, they notice. And they see you as a more well-rounded individual. They start caring about you, just as you care for others and for your customers.
Leveraging local knowledge for a competitive edge
When you’re integrated into a community you have an advantage. You know what your community wants, what they care about, and how to speak their language. This deep understanding is something a larger company can’t duplicate. They have a more general customer base across a vast area, forcing their offers and marketing to have a more distant tone.
Because you’re part of the community, you get it. You know that the customers in your area prefer one thing over another, or that certain cultural touchpoints resonate more. While big businesses rely on generic data, you have the advantage of knowing your audience personally, and that helps you deliver what they truly want.
Adapting your marketing for local appeal
Your marketing doesn’t need to be fancy to make an impact, it just needs to feel real to your target client. This is the true magic of being local. You’re not trying to impress strangers, you’re speaking to people you know. Friends even. They shop at the same stores, deal with the same weather, and go to the same farmers’ markets.
And when you’re visible in your community, other local businesses and brands are more than likely to work with you. For example, you can go to your local library and ask to leave up quality flyers advertising an upcoming even, or you can procure giveaway items from other local businesses such as bakeries or hobby stores.
We live in a world where it’s easy to feel disconnected, so people notice when things feel personal, thoughtful, and relevant.
How your local network creates unique opportunities for freelancers
This might actually be the biggest way to stand out against those who don’t live in your area: teaming up with other local businesses. There is a lot of competition online to work with popular brands with big marketing budgets, but there are probably many small businesses in your sphere of influence open to collaborating with little to no competition. Something like a joint event, a co-branded discount, or even a shared shoutout on social media can bring in new customers while strengthening relationships with others.
Local events are a wonderful chance to generate brand buzz and meet clients face-to-face. For freelancers, clients are everywhere. Think outside the box and see what interest you can drum up at farmer’s markets, at festivals, at charitable events, and with other small businesses. You’ll find yourself becoming so much more than a standalone freelancer…you’re on your way to becoming a brand that makes a difference in other people’s lives in more ways than you’d expect.
