Grassroots Marketing: Going Old School to Grow Your Business

Grassroots Marketing: Going Old School to Grow Your Business

By Chris Austin, President of Ardiah

In today’s digital-first world, it’s easy to believe that Google ads and Facebook boosts are the only way to grow your business. Don’t get me wrong — online marketing matters. But here’s the truth: nothing replaces good, old-fashioned, face-to-face connection.

If you’re a local business that wants to grow locally, it’s time to go back to the basics.

Get Out of the Office

I’ve seen too many of us get comfortable in our spaces — the home office, the back room, or behind the counter at our business. But growth doesn’t happen when you stay inside. It happens when you get out, meet people, and build relationships.

✔️ Walk down Main Street and introduce yourself to your business neighbors
✔️ Visit a new shop or restaurant and get to know the owners
✔️ Be visible — let people put a face to your business

Those simple efforts create trust and familiarity — and that builds referrals.

Perfect Your Elevator Speech (and Have More Than One)

When you’re out meeting people, you need to be ready to explain what you do quickly, clearly, and confidently. That’s where your elevator speech comes in.

But here’s the thing: you shouldn’t just have one version.

  • A 15-second version (for a quick intro)

  • A 30-second version (for networking events)

  • A 60-second version (when someone shows genuine interest)

I’ve practiced mine more times than I can count, and I’ll tell you — it makes conversations flow naturally. You’ll be ready for every opportunity.

Get Involved in Your Community

Some of the strongest connections I’ve made didn’t come from boardrooms or business calls — they came from being involved in the community.

  • Volunteering at nonprofits

  • Coaching youth sports

  • Serving on a board or committee

  • Joining local business groups, your Chamber, Rotary, Lions Club

And if you’re in Knox County, there’s now a central resource to help you find where to plug in. The PenBay Collaboration has created a calendar that shares area business networking activities, meetings, and events.

👉 You can check it out here: https://penbaycollaboration.org/

The more you give, the more people see you as more than a business owner. They see you as a partner in the community.

About “Best of the Best” Contests

Let me be clear: many winners of “Best of the Best” awards truly are the best at what they do and deserve recognition. I celebrate those businesses and the work they put in.

But too often, the process itself — with popularity voting, ballot-stuffing, or even pay-to-play platforms — can overshadow great businesses who get overlooked. And when that happens, the awards risk being seen more as contests than as reflections of real excellence.

That’s why I believe the best recognition still comes from relationships — when your community knows you, trusts you, and recommends you. Awards fade, but trust lasts a lifetime.

Google & Facebook Can’t Shake Hands

Sure, digital marketing has its place. But let’s be real: Google and Facebook can’t shake hands. They can’t look someone in the eye, share a laugh, or build trust over time.

That’s on you — and it’s something that makes all the difference.

Growth Starts Local

If you want to focus on local growth, you need to start local. Show up. Build relationships. Be present. It’s not flashy, but it works — and it always has.

The businesses that thrive in Midcoast Maine aren’t just the ones with the biggest ads. They’re the ones with the strongest connections.

So this week, I encourage you to step away from the screen, get out in the community, and start building relationships. Growth will follow.

—
Chris Austin
President & Owner, Ardiah

Chris Austin

President & Owner, Ardiah, and Host of Entrepreneur’s Hour
📞 207-230-4576
🌐 www.ardiah.com

About the Author: Chris Austin is passionate about supporting small businesses and is the President and Owner of Ardiah, a trusted provider of payroll, payment, and point of sale solutions. Chris and his team are dedicated to helping small businesses thrive by delivering tailored solutions and personalized support. If you have a small business support or service need, they would love to help! 207-230-4576 or email: Info@ardiah.com