Nurturing the Heart of Your Local Economy
Small businesses are the lifeblood of our communities, infusing them with character, innovation, and economic vitality. They have a special place in our hearts because their success stories are so poignant. They are the tales of the underdogs succeeding, the businesses coming from nothing that become town favorites when they succeed beyond their wildest dreams. We cheer on their efforts and our hearts break as they struggle. They are our micro-businesses, often bootstrapping their operations from family savings.
And they work hard every day.
We’ve watched them through COVID, an employment shortage, and an inflationary period that we haven’t seen the likes of for 40 years. And we wonder what we can do for them as chamber professionals. They don’t have time to go to events. They can barely pay for their dues and they wonder if they’ll be open this time next year.
But what can the chamber do for them? How can we help make a difference?
The Chamber of Commerce is uniquely positioned to champion the smallest businesses in your vibrant community. These micro-enterprises, fueled by passion and dedication, are the backbone of our local economy. While we have some invigorating ideas on how you can act as a beacon of support for these businesses, first you must understand your members.
Is Micro Really Where You Want to Be?
About 40% of traditionally employed Americans are considering becoming an entrepreneur, saying it’s “somewhat likely” they’ll work for themselves. Additionally, 71% of Millennials and Gen Z individuals are somewhat or very interested in exploring entrepreneurship. So, chambers need to keep an eye on this demographic as we’ll likely continue to see these micro-businesses cropping up.
But are they ideal chamber members?
Perhaps. That depends on your chamber and your ideal member. They are probably a retention risk but how can you look the other way when you know how desperately they need the chamber’s assistance?
But as a chamber pro, your marketing efforts, while well-intentioned, may not always yield the desired results for every member. Sometimes, the time and energy invested may not align with a business’s specific needs or goals. Plus, you can’t single-handedly save them. They may be working hard, but may not be working smart. That’s not on you.
It’s crucial to acknowledge that not every member may be an ideal fit for your services. Just as businesses must make difficult decisions about what doesn’t serve their growth, you must also prioritize those members who find value in your offerings.
With that said, if you believe that fostering the success of small businesses is at the heart of your mission, and you want to embrace the micro-businesses in your community to help them make the most of a zero-dollar marketing budget, we have a few ideas on strategies to help them thrive. These activities are designed to amplify their reach, ignite their marketing efforts, and ultimately contribute to the overall prosperity of your community.
9 Ways to Help Your Micro-businesses (with Micro Budgets)
- The Micro-Business Mentorship Program: Path to Prosperity
Pair seasoned entrepreneurs and marketers with budding micro-businesses for personalized mentorship sessions. It can be a formalized program or a speed mentoring event where participants receive bite-sized mentoring help. If your micro-business owners can’t spare the time, create something for them virtually or see if your volunteers can make a “house” call to their business.
These collaborative sessions will provide invaluable insights into essential marketing strategies, branding fundamentals, and social media mastery, all tailored to the unique needs of each micro-business. Organize workshops or webinars where mentors share their wisdom with a wider audience, fostering a community of growth and learning. (This is also a great resource for people thinking about starting a business.)
- Collaborative Content Creation: Your Story, Our Spotlight
Create a “Spotlight Series” by regularly showcasing micro-businesses on your website, blog, newsletter, and social media channels. Share their inspiring stories (how about putting a journalism or English major intern to work? Someone trained in storytelling can add a beguiling angle–think glimpses into their lives like Humans of New York). You can also highlight captivating products, or exceptional services through engaging articles, eye-catching photos, or compelling videos. This not only amplifies visibility but also enriches the chamber’s content with authentic local narratives.
Kari Burgess Moore shared what her chamber is doing on the Chamber Pros Community on Facebook. She wrote, “I’ve started including a 150-word member spotlight in our weekly newsletter. For the first few weeks, I reached out to specific members to invite them to submit one. Then a few came in. Now I occasionally invite specific members to submit it for a few weeks out. Our newsletter also has community announcements…”
- The “Micro-Market” Showcase: Your Stage to Shine
Dedicate space at existing chamber events or special events exclusively for micro-businesses to unveil their offerings. This could be a lively pop-up market, a charming local craft fair, or a virtual showcase on the Chamber’s website. Encourage community members to embrace these businesses by offering exclusive discounts or irresistible promotions.
- “Skill Share” Workshops: Your Community, Your Expertise
Tap into the abundant talents within our community by hosting “Skill Share” workshops where micro-business owners exchange knowledge and skills. These workshops could encompass anything from photography techniques for stunning product shots to creating a captivating website on a shoestring budget.
If they don’t have time to attend, make it virtual and build a virtual library featuring them as experts. If they’re already doing something like that on their own, share their content.
- Partner with Local Media: Your Voice, Amplified
Collaborate with local newspapers, radio stations, or online publications to establish a regular segment spotlighting micro-businesses. (Again, revisit helping them tell their story.) This could be a captivating “Small Business Spotlight” article series or an inspiring “Meet the Maker” radio interview. This complimentary publicity can be a game-changer for these businesses. Local media is always looking for a feel-good story. Your small and micro-businesses may not be aware of this. Plus, if the chamber pitches the idea, you often have more clout than the business newbie.
- The “Neighborhood Network” Initiative: Your Community, Your Support System
Encourage micro-businesses to forge alliances with other businesses in their neighborhood or niche. They can cross-promote each other, offer joint discounts, or even create bundled products or services. You can facilitate these collaborations by organizing networking events or introducing them directly, cultivating a spirit of unity and support.
Our local bookstore hosts a “silent book club” where readers read their books silently in the company of others at the local wine bar. The bookstore gets a free, comfortable space and the wine bar gets a few customers on a slow weekday night.
- Leveraging Social Media: The Digital Megaphone
Create a dedicated social media campaign celebrating micro-businesses, utilizing a specially created hashtag. Encourage micro-businesses to engage with the Chamber’s social media channels and share their unique content, amplifying their voices in the digital realm.
- “Mini-Grant” Opportunities: Invest in Success
Explore partnering with larger members, local sponsors, or donors to offer small grants, scholarships, or even sponsored chamber memberships for micro-businesses to invest in marketing materials, website enhancements, or professional services. These micro-investments can have a macro impact on their growth and success. For example, Dana Neuts at the Covington Chamber of Commerce wrote that they have a program like this for their higher-tier members. She shared, “At $1,000 and above, a business can sponsor one other business, plus $250 goes to our Good Work Fund. The higher the level, the more businesses they can sponsor.” This creates a symbiotic relationship of giving back within the community.
9. Affordable Sponsorships: Give Them Their Own Field to Play in
Create affordable sponsorship tiers for more exposure. It may feel like they can’t afford to sponsor, but you might be surprised by what they can do when they get value (and exposure!) out of it. For example, the Peabody Chamber of Commerce designated the sponsorship of their smaller networking events to their small businesses and their small businesses feel like they get the same/similar exposure that big sponsors get at major events. Plus, it’s affordable. Check out their marketing on that:
Finally, using some of these ideas you can ignite the spark for micro-business marketing success and assist in creating a community that celebrates the entrepreneurial spirit of its smallest members and becomes known for its supportive environment.
