Why Reaching Out to Your Community Will Strengthen Your Business

07/28/2015 Adrienne N. Hester

online shopping familyA community is more than just a group of strangers who happen to live within a specific geographic area. This "stranger" mentality hurts businesses as much as it does society because instead of seeking for community support and relationships, potential customers seek the lowest price on the internet. And so in this digital age, community outreach is more important than ever.

But what is a community really? Wendy Berry describes it in this way:

“A community is the mental and spiritual condition of knowing that the place is shared, and that the people who share the place define and limit the possibilities of each other's lives. It is the knowledge that people have of each other, their concern for each other, their trust in each other, and the freedom with which they come and go among themselves.”

This idea of community gives people a tangible sense of belonging within a locality. While online social media as a virtual community is a great tool to connect with potential customers outside of your physical region, by reaching out in your local community you strengthen your physical relationship with your customers and can find new, potential customers in your immediate area. With that physical relationship, you build customer loyalty.


We have compiled a couple different ways to reach out in your community and increase your physical presence, thereby strengthening your business.

  1. Community Service. Every community has needs to be filled. Homeless shelters always need help with donations and volunteers. Foster children wish for good shoes and clothing. When your business sets up a charity drop box, then as people drop off donations they will also use your services.
  2. Participate in Local Events/Activities. Fairs, parades, farmers markets, holiday bazaars, all pose as wonderful opportunities to market your services, lay out your wares, and expand your customer base by engaging with potential customers who do not normally walk through your business doors.
  3. Initiate/Sponsor an Event/Activity. Invite the community to check you out through an event you sponsor. Put together a drawing or coloring contest for the children or a book reading challenge. Holidays are a great opportunity to invite the community into your doors through Easter egg hunts or trick-or-treating. Do not be afraid to give some things away as the return is usually greater in the long run.

The more you reach out in your community, the more the people will feel that you care. You will gain their trust, loyalty, and business which in turn strengthens your company. And who knows, maybe you'll have a little fun along the way.

Contact us for any questions on ways you can reach out in your community.