Most of the time I try to avoid making very general statements when it comes to small companies. That is because the ways that businesses market to their audiences are not held back by expectation; they have every opportunity to apply innovation and creativity to their efforts.
However, I do feel able to make at least one sweeping statement: online visibility is crucial for local businesses. While you can also focus on IRL advertisements, your efforts will be far less impressive than the online equivalent.
Evidence for the effectiveness of online visibility comes from Google’s findings that 50% of all Google smartphone users who searched for a local business went there within 24 hours. In spite of this, as many as 60% of small businesses don’t have a website, with half of those feeling they are too small to need one… what?!