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The Small Business Marketing Playbook

  • Writer: Sabline Carbaugh
    Sabline Carbaugh
  • Sep 16
  • 3 min read
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Running a small business is tough — you’re competing for attention both online and offline. The good news? With the right mix of branding (building trust) and lead generation (capturing customers when they’re ready to buy), you can stand out in your community and grow consistently.

Here’s your playbook for choosing the right strategies and packages based on your industry.

Why Branding Matters for Lead Generation


Branding isn’t just “looking good” — it’s what makes your lead generation work better.

  • Recognition builds trust: People are more likely to call or click if they’ve already seen your brand.

  • Shortens the buying cycle: Familiar names feel safer and easier to choose.

  • Boosts results: Campaigns that combine branding + lead generation perform up to 118% better than lead-gen alone.

  • Keeps you top-of-mind: Even if someone doesn’t buy today, branding ensures they remember you tomorrow.


Bottom line: Branding creates confidence. Confidence drives leads.

Marketing Strategies Every Business Should Know


  • LocalBuzz Magazine (Direct Mail): Put your business directly into homes — a trusted way to reach your community.

  • SEO (Search Engine Optimization): Rank higher on Google so customers can find you first.

  • Google Ads (PPC): Capture customers the moment they search for what you offer.

  • Paid Social Media: Reach people where they spend their time online.

  • Retargeting Ads: Stay visible to people who already visited your website or engaged with your brand.

  • Programmatic Display Ads: Extend reach with digital ads across the web (great for brand awareness).


Industry Playbook


🍕 Pizza Restaurants

  • Get in the mailbox with direct mail coupons.

  • Stay social with ads promoting specials and events.

  • Bring them back with retargeting ads that follow customers online.


🍷 Fancy Restaurants

  • Showcase your brand with social media visuals and LocalBuzz ads.

  • Be discoverable by ranking for “fine dining near me.”

  • Capture intent with Google Ads targeting people planning nights out.


👨‍👩‍👧 Family Restaurants

  • Be the go-to spot with direct mail offers.

  • Promote family nights on social media.

  • Retarget families online who already checked you out but didn’t book.


💇 Hair Salons

  • Build trust with SEO so you rank for “hair salon near me.”

  • Engage visually with before/after photos on social media.

  • Stay top-of-mind with retargeting ads after someone visits your site.


💅 Nail Salons

  • Stay visible with LocalBuzz ads promoting mani/pedi specials.

  • Highlight trends with social media content.

  • Retarget nearby customers to drive repeat visits.


🚗 Auto Repair Shops

  • Capture urgent needs with Google Ads (“brake repair near me”).

  • Stay consistent with LocalBuzz coupons.

  • Bring customers back with retargeting ads and reminders.


🔧 Smog Check Stations

  • Be first in search with Google Ads (“smog check near me”).

  • Drive response with coupon-based direct mail.

  • Remind customers with retargeting ads at renewal time.


🦷 Dentists

  • Stand out with a LocalBuzz insert that puts your practice front and center.

  • Be trusted by ranking high on Google for “dentist near me.”

  • Convert ready patients with Google Ads for emergency or cosmetic dentistry.

  • Nurture interest with retargeting ads for whitening or Invisalign offers.


🛠️ Home Services (Plumbing, HVAC, Landscaping, etc.)

  • Dominate local search with Google Ads for urgent needs (“AC repair near me”).

  • Build trust with SEO so you’re always visible.

  • Stay top-of-mind with LocalBuzz seasonal mailers.

  • Retarget website visitors who didn’t call the first time.


🏡 High-End Home Improvement (Remodeling, Custom Builds)

  • Tell your story with social media showcasing past projects.

  • Build credibility with LocalBuzz ads in high-income neighborhoods.

  • Capture intent with SEO + Google Ads for luxury remodeling searches.

  • Stay in front of long-cycle prospects with retargeting ads.


🏘️ Real Estate Agents

  • Stay visible with LocalBuzz magazine ads in target zip codes.

  • Generate leads with Google Ads for “homes for sale in [city].”

  • Build authority with SEO for local housing searches.

  • Retarget home buyers and sellers who visit your site but don’t reach out.


⚖️ Lawyers (Family, Personal Injury, Estate, etc.)

  • Capture high-intent clients with Google Ads (“injury lawyer near me”).

  • Build authority with SEO targeting practice areas.

  • Earn trust with LocalBuzz direct mail campaigns.

  • Stay top-of-mind with retargeting ads for prospects who research but don’t call right away.


The Winning Formula


The strongest campaigns mix branding (so people know and trust you) with lead

generation (so they take action).

  • Branding First: Direct Mail, Display Ads, Social Media.

  • Lead Generators: Google Ads, SEO, Retargeting.

  • Best Results: Use 2–3 strategies together for awareness → trust → leads.



Final Word: Small businesses don’t have to guess at what works. With the right playbook, you can build trust, capture more leads, and grow your business the smart way.

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