The buy-local movement, although not new, seems to be an up and coming trend, and one that smart small businesses can leverage to increase traffic and sales. Local business owners are coming together to make community members aware that they offer expertise, greater product variety and unique goods that many Big Box stores and national chains can’t match.

Raise Awareness of your Local-ness
One of the best ways to increase the size of your consumer base is to educate potential buyers about your products and services. If your consumers don’t know or understand the types of goods and services you offer, chances are they’ll continue shopping at the Big Box store down the road. How do you leverage your strengths as a small business? Work with other local business owners in your community to promote shopping in the community through advertising, coupon books and shop-local weeks, along with other efforts. Many communities have small-business advocacy groups; check the Small Business Administration’s Local Resources page or type “yourtown, yourstate chamber of commerce” into your favorite search engine.

Be Active, Be Involved
Being an active member in your local community is one of the best ways to build a loyal local customer base. Show the community your support by donating to charitable causes, participating in fundraisers and volunteering at the local schools. The investments you make don’t have to be financial; consider offering your time to a school’s career day, mentoring a high school student, taking on an intern from the community college or giving a Boy or Girl Scout troop a tour of your facility or a seminar on an area of expertise. Your participation doesn’t even have to be business-related to be successful – joining a jogging club can give you an "in" with members of your community, even while it gives you an outlet for stress. The more you get involved, the more community members will know whom to call when they’re in the market for the goods or services you offer.

Start a Trend
Show other local businesses in your area that you support the buy-local movement by purchasing locally yourself. Buy your coffee from the local shop instead of a chain; purchase the mulch for your landscaping from the local nursery instead of the national home improvement center, and look for a local independent tax adviser or copy shop. Not only are you supporting fellow business owners (and practicing what you preach), but you’re also keeping your local economy going and growing, because more of your tax dollars will stay right where they belong – in your community – helping keep it flourishing and unique.

You Know Your Niche
Exercise your knowledge. Being the owner of your own business means you know your product or service intimately. It’s important to connect and communicate the benefits of your products and services to the community so that they know what separates you from large retail chains. Remember, you offer unique expertise and valuable local perspective – hold workshops or training seminars, or participate in local communications pertaining to your area of interest when possible. The more exposure and awareness you generate, the greater the involvement of the community.

Variety of Goods
Tailoring your products and services specifically to consumers in your community is one way to keep your customers coming back. As a small business, you decide what hits the shelves and what doesn’t. Get to know your customers to learn what types of products and services consumers value, appreciate and need more of. If your business offers custom products or can special order products at the drop of a dime, make sure your customers know, so that the next time they need to re-order their personalized stationary set, they’ll come to you.

Shop Here, Not There. Support your community by purchasing locally.
Joe’s Coffee Shop	Drive by the chain coffee shop on every corner. You’ll likely pay less for a local cup of joe, and you’ll be supporting your community at the same time.
The Corner Market	Next time you need bread or milk, skip the large chain grocery store. Chances are the bread and milk in your local store are fresher and traveled fewer miles to the shelves. Or, hit up the local farmer’s market.
Bella’s Boutique	Steer clear of the mall. You may be surprised at what you find at that little boutique on the corner – just the gift you need, and a possible business partnership down the road.
The Hardware Store	Need parts to repair your wobbly conference table or busted doorknob? Before heading to the national Big Box home improvement store, stop into the hardware store down the road. The expertise and advice you can find there might save you time and money.