09/24/2026
Many small businesses in Rochester, MN have been hit hard by construction and other challenges recently, with people I know and care about being affected.
Like many in our community, I want to help! So when I had the opportunity to share some marketing ideas for affected businesses, I jumped at the chance. Obviously, my tips aren't going to solve even a fraction of what they're dealing with. However, it felt productive to share ideas on what IS in businesses' control, and what they CAN do to maintain their visibility and customers. Here's just some of my tips. (DM me if you're a local biz and would like a copy of the presentation.)
👉 When business is challenging, we make marketing too complicated, talking about algorithms and content calendars. Strip all that away. Marketing right now needs to focus on these questions: Do they know you're open? Do they understand how to get to you? Do they know where to park? Do they know what entrance to use? Do they have a reason to choose you? Can they easily buy something? Can you get them to come back?
👉 Pull out your phone and look at your business the way a customer would. Do a quick audit of your website, Google business profile, social media, voicemail, email signature line, front door and staff talking points. The main points you want customers to know ("we're open limited hours," "here's exactly where to park," "we deliver") should be the first thing the customer always sees.
👉 Instead of vague, imprecise language, be specific. And don't just talk about construction -- you're still an awesome business. BAD: "Due to ongoing construction, access to our location may be impacted." GOOD: "We're open and our cinnamon rolls are still coming out at 7 am each day! The easiest way to reach us this week is from 2nd Street. Free customer parking is behind our building. Here's how to find us. (map link)"
👉 Consider resurrecting some COVID-era practices, like curbside/easy pickup, buy now/use later, pop-ups, delivery. Don't make customers come to you the way they always have.
👉 Get ideas from other communities. Red Wing used "Hard Hat Thursday" promotions. Waverly, IA had an "End of Phase 2 Block Party."
👉 Your neighbor's customer can become yours. If someone goes to a restaurant next door, can the restaurant mention your store? Can customers show a receipt from one business and get a small perk at another? Can three businesses create a Saturday experience together?
👉 Finally: Tell them. Remind them. Tell them again. A huge communications mistakes is thinking: “We already told people that.” When you're getting sick of delivering the message, it's just starting to sink in for your audiences.
My session was part of the Small Business Support series - Southeast Minnesota Small Business Development Center - SBDC , Rochester Area Chamber of Commerce, Rochester Downtown Alliance , Collider and SCORE Mentors.
