Small businesses that rely on support from their local community should focus on creating an environment where customers feel valued and excited to return.

Even strictly online businesses will benefit from building strong local connections, as community members can become your greatest advocates, helping spread the word and support business growth.

Optimize your business profile. Your profile is a free, straightforward way to showcase your business and connect with potential customers. A well-maintained profile allows you to showcase your business through photos and highlight your products or services. You can also provide essential information such as hours, location and contact details — all in one easily accessible space that improves your visibility in online searches.

Leverage local social media groups. Join local Facebook groups in and around your business locations. Find neighborhood forums, homeowners association groups, local small business groups or city pages. Share helpful tips, respond to questions (you can do this as your business) and share special promotions or events. You and your business will benefit from the exposure, making you approachable and in tune with your community.

Be present in your community. Get out of your office and engage with your community. Join your local chamber of commerce and network with other business owners. You may find someone with whom you can collaborate. Sponsoring a school event, volunteering for a charity drive or showing up at a neighborhood cleanup will show you are invested in more than just profits. These events are not only great for business, but they can also be personally rewarding.

Offer localized experiences. Set yourself apart from the online giants by offering something unique to your community. Collaborating with nearby businesses can help you tap into new audiences through combined promotions. A restaurant could partner with a local winery or a salon, and a boutique could partner with a joint event. Cross-promotional offers benefit both businesses and strengthen ties within the local business community.

Deliver exceptional customer service. One of the most meaningful personal touches is having a live person answer your business phone. Great service is an area where small businesses can genuinely shine compared to larger corporations. Be attentive to your customers, listen to feedback, and aim to go above and beyond for those who buy your products or use your service. When customers feel genuinely cared for, they don’t just come back, they tell their family and friends.

Becoming a local favorite isn’t just about driving sales; it’s about becoming an integral part of the community in which you live. When you invest in your customers and your town, they will invest in you.

TRACY IRBY is the director of the at Texas Woman’s University. She can be reached at tirby@twu.edu. The center is a program of the , which is dedicated to preparing more women to take on successful roles in business and public service.

Originally published on , part of the .