Local businesses today are in a unique position. On the one hand, they are no longer the “only” shop in town, as customers have more options than ever before thanks to the ubiquity of e-commerce. On the other hand, local businesses can now compete with the big box retailers without having to match their budgets. New media has leveled the playing field in many ways. Still, I find that most local businesses struggle to understand and take advantage of this landscape.

Luckily, some smart manufacturers are stepping in to help educate local business owners. One such manufacturer, Shaw Floors, holds multiple events a year in order to do just that. As a leading manufacturer of flooring, they realize that their success is tied to that of the retailers who carry their products. I was recently invited to keynote at one of these events where I addressed online marketing for local businesses.

Here are some of the takeaways you must keep in mind if you are marketing your local business.

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