Operating in a Small Market? Nine Ways to Attract Business Clients From Larger Markets

In today's digital world, many companies have more flexibility when it comes to location. Entrepreneurs can set up shop in a smaller city and still find success through the connections they establish with local customers, investors and organizations. However, while operating in a small market can provide a number of business opportunities, being able to access "big market" resources and clients can unlock a new level of business growth.

To catch the attention of potential customers and investors located in larger metropolitan areas, the right online strategy is essential. To help, nine Newsweek Expert Forum members each share one way entrepreneurs who have set up operations in smaller markets can attract clients and investors in larger city markets.

1. Invest in Your Digital Presence

From marketing campaigns to doing tailored outreach, staying top of mind and being accessible to your target audience is key to developing an agile brand. With the right strategy, you can bridge any geographical gap and be wherever your customers are. - Gergo Vari, Lensa

2. Leverage Digital Marketing

Entrepreneurs in smaller markets can leverage the power of digital marketing to reach potential clients, investors and customers in larger city areas. Establish a strong brand voice online and engage with relevant audiences via targeted content. Attend local events or conferences, network and leverage social media platforms to engage with clients in larger markets. - Umang Modi, TIAG, Inc.

3. Join Virtual Events and Webinars

Leverage digital networking platforms and virtual events. By actively participating in webinars, online industry forums and virtual trade shows, entrepreneurs can build visibility, foster relationships and showcase their expertise to larger city audiences without geographical constraints. - Ian Wilding, Hangar 75

4. Identify Microtrends Using Analytics

I propose a strategy referred to as urban echoing. Businesses in smaller markets can use analytics to identify microtrends apparent in larger cities and act upon them simultaneously. For example, if a product becomes hot in Manhattan today, launch it tomorrow in your smaller locale but market it as if it's a trending item in both areas. Psychologically, this creates a perception of desirability and credibility. - Dr. Kira Graves, Kira Graves Consulting

5. Focus on Personalization

In smaller markets, personalization is more important than anything else. Local businesses know each other, so a genuine message or a request for referrals goes a long way. - Krisztina Veres, Veres Career Consulting

6. Prioritize Online Spaces to Extend Reach

We are located in a rural area with a very small population, but we have a significant online presence through marketing, advertising and social media. In e-commerce, you do not need brick-and-mortar storefronts, only a sufficient warehouse for inventory. - Tammy Sons, Tn Nursery

7. Localize Your Targeting

Invest in running hyper-local ads to your local city area, in addition to hyper-local SEO. This not only increases awareness, but you can also leverage these to get people in the door for networking events or presentations. - Ryan Carroll, Wealth Assistants

8. Form Partnerships

Partnerships make it easier to be global and act local by providing proxies for an in-market presence. Examples range from partnering with a nonprofit, renting a shared office space and using referral partners. Collaborating with a known partner in the market accelerates trust, building and creating a local presence that's authentic and affordable. - Karen Mangia, The Engineered Innovation Group

9. Hire a Representative

Reaching a larger market depends on what you are trying to sell. In this interconnected world right now with video, email and other resources, there is no excuse for why someone can't try to sell something remotely. If the product requires some type of face-to-face meeting, hiring a professional, even on a per project or consultancy basis, to represent you in that geography in exchange for a commission may work. - Zain Jaffer, Zain Ventures