Small businesses often advocate for consumers to buy locally and the message seems to be resonating. Research from the nonprofit organization SCORE found that 91 percent of Americans patronize a small business at least once a week and almost half of Americans do so two to four times weekly. These consumers’ purchases go a long way toward growing communities and creating jobs and local businesses should also contribute. When small businesses practice what they preach by making business-to-business (B2B) purchases in their own community, that spending can have a ripple effect on the area.

How small businesses can support fellow local small businesses

If you want to support another small business but aren’t sure how, here are four easy ways to get started. Even choosing just one strategy can make a big difference in your community.

Partner up for mutually beneficial interactions.

Small business owners can support one another through mutually beneficial interactions that lead to referrals for one another, according to Shilonda Downing, founder of Virtual Work Team.

“When I speak with my current clients and potential clients, I’m always thinking of ways my team and I can benefit them,” Downing told us. “If I feel that one of my clients can assist another, I always make the connection. It’s a part we can all play as small business owners to help one another.”

Tyler Rice, founder and CEO of Animas Marketing, added that trading goods and services and sharing knowledge through public meetups and workshops.

Utilize another small business as your supplier.

Craig Ross, president of Infantile Industries LLC, said that some small businesses will use large ones for supplies until they meet someone local who can support them.

“Price is always a key component but, in today’s world, what’s old is new again,” he added. “Relationships matter. In a digital world, we long to get close to those we work with. That is where small business shines. We know our clients. We know their clients. Their success is our success.” 

Going with another small business over a large company for supplies might also have unexpected benefits.

“If there’s a particular service needed for your business, you can skip the big-box stores and work with other local business owners and make beneficial connections that you might not have originally thought about,” Rice said.

There might be some financial implications when switching from a larger-scale operation to a small business for supplies, but you have a better chance of reducing expenses by working with a small business than a larger one whose priority might just be money. 

Include other small businesses in your marketing efforts.

You can promote other small businesses by including them in your social media marketing strategy. Engaging with their social media content and reposting interesting work they’re doing is a great way to support other small businesses.

Vasiliki Gkarmini, co-founder of Next Door Goddess, said that including other small businesses in gift guides or newsletters is a perfect example of promoting another small business.

“For example, we will show our jewelry alongside other products of small businesses or sold by small business owners and include links to their websites,” Gkarmini explained. 

This could increase your own sales and improve those of other small businesses in your area. 

Refer customers to other businesses.

“One of my favorite ways of supporting other small businesses is through referrals,” said John Ross, CEO of Test Prep Insight. “Anytime we get a customer that asks us for a product or service that we don’t provide, I don’t just suggest they Google it. That almost inevitably ends up with them finding some mega-company to fill their need.”

Instead, Ross recommends other small businesses he knows will do a quality job. This small act goes a long way, as a referral usually carries heavy weight and will help another small business nab a sale.

This also makes your business look generous, as customers may view it as good customer service because you’re helping your customers even if it doesn’t result in a sale. This could increase your sales in the long run.

Click here to read about How Supporting Local Businesses Impacts other Small Businesses.

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