By Robert Urban
CEO, PaperBoat Media
So, you just opened a new business. Maybe it’s a bakery with pistachio croissants that should be illegal. Maybe it’s a landscaping company, a vintage clothing store, or a kayak rental shack with a fridge full of Capri Suns. Doesn’t matter. What matters is you’ve opened the doors, the lights are on, and now you’re staring down the scariest sentence in small business ownership:
“Now I just need customers.”
I’ve helped launch more brands than I can count—from multimillion-dollar manufacturers to mom-and-pop ice cream shops—and I can tell you this: If you build it, they will come is not a marketing strategy. It’s a line from a baseball movie that gets a lot of small business owners bankrupt.
Whether you’re selling soap or software, this is the guide I wish someone had tattooed on my forearm when I started out.
Step One: Start Where Your Feet Are (Local Marketing in DeLand)
I live in DeLand, Florida—small town charm, big community heart. You can’t sneeze in downtown without someone saying “Bless you” and handing you a church flyer, a coupon, or both.
So when you’re marketing locally, don’t overlook the obvious:
1.1. Your Google Business Profile is your front porch
Before you start dancing on TikTok or boosting posts on Facebook, go claim and polish your Google Business Profile. Add photos, update your hours, and describe what you do like you’re talking to a kindergartener who just found your listing on their mom’s phone.
If you’re in DeLand and someone searches “best Cuban sandwich near me,” and you’re not on that list—you’re invisible. And we both know Tia Rosa’s can’t keep winning forever.
1.2. Partner with local favorites
In DeLand, that might mean collaborating with places like Trilogy Coffee, Pat & Toni’s Sweet Things, or that guy on the corner who sells boiled peanuts out of a cooler with no lid. Offer a cross-promotion. Sponsor a trivia night. Show up at local events with free samples and a smile.
1.3. Get on the damn calendar
There are about 317 community events every month in Volusia County. Art walks, food truck nights, the farmer’s market, the DeLand Fall Festival of the Arts, and whatever’s happening at Café DaVinci that involves live music and someone in a fedora. Get a booth. Sponsor a kid’s activity. Be seen.
1.4. Own your block
This is old-school. Walk around. Shake hands. Bring donuts to nearby businesses. You’re not just a shop—you’re a neighbor now. Treat it like you moved into the neighborhood, because you did.
Step Two: Build a Digital Backbone (Online Marketing Basics)
Now let’s talk digital—because no matter how charming your brick-and-mortar is, 90% of people will meet your business online before they meet it in person.
2.1. You need a website. A real one.
Not your cousin’s Wix page with Comic Sans headers and autoplay music. A clean, mobile-optimized site with:
- What you do
- Who you are
- Where you are
- How to buy, book, or visit
Use storytelling. People don’t buy services—they buy identity and transformation. Sell the story, not the widget.
2.2. Local SEO isn’t optional.
If you’re in Florida and someone searches “best handmade candles DeLand,” and your site doesn’t show up—congrats, you just gave that sale to someone in Orlando. Use keywords in your page titles, blog posts, and metadata like you’re planting seeds in a garden. Water it with backlinks, location tags, and reviews.
2.3. Claim your name everywhere
Even if you’re not ready to use them, grab your handles on Facebook, Instagram, LinkedIn, TikTok, and YouTube. Don’t let some bored teenager take your brand name and post conspiracy theories under your business account.
Step Three: Reach the Florida Crowd (Statewide Marketing)
Florida’s a weird place. I say that with love. It’s part swamp, part sand, and part social experiment. You want to market statewide? You need to understand the regional flavors.
3.1. Segment your messaging
What works in Jacksonville won’t work in Key West. The tone, vibe, and even imagery need to be customized. You can’t slap a universal “Florida” label on an ad and expect magic.
- Central Florida: Family-friendly, outdoorsy, a little crunchy.
- South Florida: Flashier, diverse, trend-forward.
- North Florida: Laid-back, a little country, very loyal.
Same product. Different angles.
3.2. Use Florida-based influencers
You don’t need million-follower stars. A local foodie in Tampa or a mom blogger in Sarasota can do more for your brand than a national celebrity. The key? Authenticity and geography.
3.3. Targeted digital ads
Meta, Google, and YouTube all let you geotarget by region. Run location-specific promotions. For example, if you run a mobile pet grooming business, run ads like:
- “DeLand’s dirtiest dogs deserve the cleanest cuts.”
- “Orlando: You wash your car, why not your dog?”
Step Four: Take It National (When You’re Ready)
You don’t need to go national right away. In fact, many businesses burn out by scaling too fast. But when you’re ready, here’s how to think about it.
4.1. Your brand must scale
National brands have clear messaging. They solve a universal problem. And their brand voice is distinct—memorable without being regionally tied. Make sure your story doesn’t rely too heavily on “We’re in DeLand,” unless you’re selling T-shirts that say exactly that.
4.2. Leverage marketplaces and aggregators
Get on Etsy, Amazon, Faire, or wherever your customers shop. Think distribution, not just marketing. Let the platforms do some of the heavy lifting.
4.3. Tell a story that sticks
National brands don’t just sell—they stand for something. What’s your why? Why does your bakery exist? Why did your auto shop open? Make it about people. Pain. Passion. Something bigger than “we needed a paycheck.”
Final Thoughts: Be Everywhere Strategically
You don’t need to do everything all at once. But you do need a plan. That plan should look like this:
- Start hyper-local → Own your town
- Build online roots → Website, SEO, content
- Expand regionally → Florida-focused messaging
- Go national only when your operations can handle it
And remember: Marketing isn’t a one-time event. It’s a living, breathing part of your business. You’ve got to feed it, nurture it, and sometimes yell at it when it doesn’t behave.
This is what we do at PaperBoat Media. We help small businesses in DeLand (and beyond) grow like the big dogs—without losing their soul along the way.
If you’re new, stuck, or overwhelmed, give me a shout. I’ll bring coffee. We’ll talk shop. And we’ll build something worth talking about
Good luck, i am rooting for you!
Robert Urban