The power of community marketing for small businesses

Small businesses have a unique advantage: their ability to connect deeply with local communities.

Community marketing builds relationships, turning customers into loyal advocates. Brands that engage their audience authentically and foster a sense of belonging tend to thrive.

For example, Australian café chain Grill’d runs a "Local Matters" initiative, donating to community projects chosen by its diners. This approach ties the brand closely to its neighbourhoods, creating goodwill and strengthening customer relationships.

Even global brands are leaning into community marketing. Nike’s "Run Club" connects runners locally while promoting an active lifestyle, seamlessly blending brand visibility with genuine engagement.

Small businesses can follow suit by collaborating with local organisations, hosting events, and creating social media groups to foster dialogue. By nurturing a sense of community, they can turn customers into long-term champions.

At Scale Research, we help small businesses design community-centric strategies that drive customer loyalty - let’s work together to help you connect your brand with the people who matter most!