5 Ways to Grow Your Reach as a Small Business Owner in Cape Cod
Growing a small business can be a challenging yet rewarding journey - our team at Coxswain Media gets it. Especially in our region of Cape Cod where small businesses play a significant role in shaping our local economy and community. Whether you are a local retailer, a restaurant owner, a service provider, or an entrepreneur offering unique products, expanding your customer base and building a strong presence in the area is key to your success. Let’s explore five proven strategies to reach new audiences as a small business owner in Cape Cod, helping you connect with the right customers to maximize your business potential.
1. Leverage Local SEO and Online Marketing
One of the most powerful ways to grow your business reach in today’s digital landscape is by leveraging local SEO (Search Engine Optimization) and online marketing tools. As a tourism hotspot, Cape Cod sees an influx of visitors throughout the year, and having a strong online presence ensures your business will stand out to locals and tourists.
a) Optimize for Local Search
Local SEO involves optimizing your website and online presence to rank for location-based searches. For example, if you run a bakery in Hyannis, your goal should be to appear in search results when someone types “best bakery in Hyannis” or “Cape Cod pastries.” Here’s how you can improve your local SEO:
Claim your Google My Business listing: Ensure your business is listed and verified on Google My Business. Fill out every detail possible, from business hours to services offered, and encourage your satisfied customers to leave reviews.
Optimize your website for mobile: Most customers search for local businesses from their smartphones, and most of our team members do too! Your website should be mobile-friendly with fast load times and easy navigation.
Incorporate local keywords: Use location-based keywords in your content, descriptions, and titles. For example, phrases like “Cape Cod seafood restaurant,” “Harwich boutique,” or “Provincetown art gallery” should be naturally integrated into your website’s copy.
b) Invest in Paid Advertising
Running paid ads on platforms like Google and social media can generate immediate results by placing your business in front of potential customers who are searching for products or services in your area. Target ads geographically to Cape Cod and surrounding areas, or during high-tourism seasons when the Cape experiences increased traffic.
c) Utilize Social Media Marketing
Social media platforms like Facebook, Instagram, and TikTok are fantastic for building brand awareness and engaging with customers. Create business profiles on these platforms and post regularly. You don’t need to post every single day but stick to a posting schedule that consists of maybe 2-3 posts per week to start. Create engaging and educational content and prioritize quality over quantity.
Focus on creating Cape Cod-centric content to attract local followers—whether it's sharing beautiful seaside views or promoting local events and collaborations.
Bonus Tip: Engage in live streams, Q&A sessions, or offer “behind the scenes” content to showcase your business in a more personal light. Cape Cod residents and visitors alike are drawn to authentic, community-driven brands.
2. Network within the Cape Cod Community
Cape Cod is renowned for its tight-knit communities and locally-focused culture, making networking a critical component of growing your business reach. As a small business owner, participating in local events and forming relationships with other businesses can help expand your influence and create lasting partnerships.
Subscribe to our email newsletter where we send out a networking and business event calendar every month.
a) Join Local Business Organizations
There are several business organizations and chambers of commerce in Cape Cod dedicated to supporting local businesses. We’ve listed a few of our favorites below. Becoming a member can provide access to valuable resources, networking opportunities, and promotional channels. Some of these organizations include:
Local town-specific chambers like the Falmouth or Hyannis Chamber of Commerce
Cape Cod Young Professionals: This group is ideal if you’re an entrepreneur looking to connect with other young business owners in the area.
b) Attend Community Events and Markets
Cape Cod hosts numerous community events, festivals, and farmers' markets throughout the year. These gatherings offer prime opportunities to introduce your business to a wider audience. Check out any of the events listed below to see if they could be a fit for your business!
Cape Cod Food & Wine Festival: If you’re in the food industry, being present at food festivals is an excellent way to showcase your offerings to both locals and visitors.
Craft fairs and artisan markets: These are perfect for retailers, especially if your business focuses on handmade or locally produced goods.
Sponsor local events: Sponsoring a well-attended event like the Provincetown Film Festival or a local charity run can give your business substantial visibility while contributing to a good cause.
By participating in these events, you’ll be able to create relationships with other local businesses, engage with new customers, and further integrate yourself into our Cape Cod business community.
3. Collaborate with Other Local Businesses
As the saying goes, “rising tides lift all boats”. Collaboration with other small businesses in the area can create mutually beneficial partnerships that will amplify your reach. Collaborations like this can take many forms, from cross-promotions to hosting joint events. By working together, local businesses can leverage each other’s customer base to generate more exposure. Business collaborations, especially in a local capacity, typically benefit all involved parties.
a) Offer Cross-Promotions
Cross-promotions allow businesses to offer discounts or deals that benefit customers of both parties. For instance, if you own a local café, you could partner with a nearby bakery to offer a discount on baked goods with the purchase of a coffee. Such promotions encourage customer sharing and increase the likelihood of repeat business.
b) Collaborative Events and Pop-Up Shops
If you run a boutique, try collaborating with other local artisans or businesses for pop-up events that can create buzz and attract foot traffic. For example, you could partner with a Cape Cod winery for a "Sip & Shop" evening event. These events allow you to engage with a larger audience, create unique experiences, and build lasting customer relationships.
c) Feature Local Products and Services
Supporting and featuring other Cape Cod businesses in your store or service offerings can strengthen your ties to the local community and expand your customer base. For example, a gift shop might offer locally crafted goods, or a restaurant could feature seafood sourced from nearby fishermen. These practices not only boost your business but also foster goodwill among local entrepreneurs. Doing this will also attract tourists during our high seasons who are looking for those unique and locally produced items that they can’t get anywhere else.
4. Engage in Content Creation and Storytelling
Creating engaging content and telling your brand’s story is an excellent way to establish a connection with your audience. Cape Cod’s charm and sense of place can be a central theme in your content, as the area’s rich history, culture, and scenery offer endless inspiration for storytelling.
We recently listened to this podcast episode with Scott Galloway who said that storytelling is his strongest business skill. If you can create a strong story, you can sell almost anything.
a) Start a Blog or Vlog
As a small business owner in Cape Cod, sharing your journey, insights, and behind-the-scenes activities through a blog or video blog can help you build a deeper connection with your audience. Topics might include:
The story behind your business and what inspired you to set up shop in Cape Cod.
Insights into the local community and how you engage with other businesses.
Tips for tourists visiting Cape Cod (this could help you gain visibility among visitors).
Consistent content creation not only engages your audience but also enhances your website’s SEO through YouTube which will drive more traffic to your business.
Here are a few examples of this:
b) Harness the Power of Video
Video content is incredibly popular across social media and other platforms. Consider creating videos that showcase your products, services, or the beautiful Cape Cod landscape. You could do virtual tours of your business or even feature customer testimonials. Cape Cod’s picturesque beaches and quaint town centers provide excellent backdrops for your videos, making your content even more engaging.
Below we see Rebecca Minkoff using the backdrop of New York City to promote her new products. Not only is she reminding the customer of the brand DNA in New York City, but she’s showcasing the lifestyle of her customer and giving them a real-life scenario in which they could apply that shoe to their own lives.
c) Email Marketing with Local Focus
While email marketing may seem old-school, it remains an effective way to maintain communication with your audience, especially when the content is tailored to local interests. Send out newsletters featuring local events, new product arrivals, or special deals for Cape Cod residents. Offering exclusive content or deals to your email list encourages loyalty and keeps your business top of mind.
5. Provide Excellent Customer Service and Build Loyalty
No matter how much you invest in marketing or outreach, your business will only grow if you provide an exceptional customer experience that fosters loyalty. As a small business in Cape Cod, building lasting relationships with your customers is crucial. Word of mouth is a powerful tool, especially in a close-knit community.
a) Personalize the Customer Experience
Take the time to get to know your customers and their preferences. Personalized service creates a memorable experience and increases the likelihood that customers will return and refer your business to others. This might be as simple as remembering a regular customer’s favorite order or offering personalized recommendations based on previous purchases.
One of the best examples of customer service is the example set by Nordstrom. They built the majority of their business reputation off of their standout customer service which has created a highly-loyal community of customers around the nation.
b) Create a Customer Loyalty Program
Offering rewards for repeat business can encourage customers to keep coming back. You could offer discounts, free products, or exclusive access to events. A loyalty program helps build long-term relationships with your customers and provides an incentive for them to choose your business over competitors.
c) Ask for Feedback and Implement It
Don’t be afraid to ask your customers for honest feedback and, more importantly, act on it. Cape Cod residents are known for supporting local businesses, and they’ll appreciate knowing that their opinions matter. Regularly surveying your customers and making improvements based on their feedback can demonstrate your commitment to providing excellent service.
Try offering an incentive for customers to leave a review. Maybe you have a small giveaway, or you offer a small discount in return for a review.
d) Engage with Online Reviews
Encouraging customers to leave positive reviews on platforms like Google, Yelp, and Facebook can significantly boost your business’s reputation. Responding to both positive and negative reviews with professionalism and care shows that you value your customers' opinions and are dedicated to making improvements when necessary.
Continue Evolving as a Business Owner
As a small business owner in Cape Cod, you have a unique opportunity to grow your reach by leveraging the area’s vibrant community, its strong sense of local support, and its appeal to tourists. By combining local SEO efforts, active networking, strategic partnerships, engaging content creation, and exceptional customer service, you can expand your business’s visibility and create a loyal customer base.
Whether you’re just starting out or looking to take your business to the next level, these strategies will help you connect with our local community and tourists!
Need help? Contact our local marketing team to get started.