From Local Gems to Lost Treasures: A Call to Action for Rhode Island Small Businesses
From Local Gems to Lost Treasures: A Call to Action for Rhode Island Small Businesses
As someone who grew up in Providence, Rhode Island—a city rich with history dating back to its founding in 1636 by Roger Williams—returning home is always a nostalgic journey. Rhode Island has long been a haven for small, family-owned businesses. For decades, locals have remained fiercely loyal to their neighborhood mom-and-pop shops, choosing the bakery their nonna visited or the salon their mother swore by. But something is changing, and it’s hard to ignore.
Small businesses, which have historically been the lifeblood of our state, are struggling to keep up. More than ever, I see older establishments closing their doors, while national chains rapidly expand. When I visit family, I’m stunned to hear they celebrated a birthday at Buffalo Wild Wings or waited an hour in line at Chick-fil-A.
While there are certainly economic factors and regulatory hurdles that make it difficult to own a business in Rhode Island, I believe something deeper is at play. As a marketer and a small business advocate, I’ve come to realize that the missing ingredient is marketing.
A Tradition of Loyalty, Now Undermined
Rhode Islanders have been spoiled in the best way. For generations, word-of-mouth has been our primary marketing tool. Everyone knew where to get the best bread, the freshest seafood, or the best hairstylist simply by asking a neighbor. The result was a deeply loyal customer base that sustained local businesses for decades.
But times have changed. Consumer behavior has shifted, and the internet now drives how we discover businesses. Search terms like “best restaurant near me” or “gym in my area” are replacing neighborly recommendations. Large chains dominate search results because they invest heavily in advertising, making it increasingly difficult for local businesses to compete.
Marketing Gaps: What I See When I Return
While I reside in Florida most of the year—a state dominated by chain restaurants and big-box stores—I always expect Rhode Island to feel different. Unfortunately, many of the local businesses I grew up loving are falling behind because they haven’t adapted to modern marketing practices.
It’s frustrating as a visitor who actively wants to support local businesses. Too often, I find outdated websites, incomplete information, or no online presence at all. Hours of operation aren’t listed. Pricing isn’t transparent. Booking an appointment requires a phone call when an online booking system would be easier.
Even worse, many businesses aren’t adapting to shifts in consumer behavior. Customers today rely heavily on digital tools to find services, explore options, and make purchasing decisions. When they need a product or service, they turn to search engines, review platforms, and social media rather than word-of-mouth recommendations. However, too many small businesses are not implementing tailored marketing strategies to meet this shift.
It’s not about using one specific tool or platform; it’s about creating a cohesive strategy that connects with customers where they are. This includes ensuring that your business is visible online, providing an easy way for customers to learn about your offerings, and delivering a seamless experience across all touchpoints. Without these elements, businesses risk losing out to competitors who have invested in modern, customer-centric approaches.
Chains Are Winning, but They Don’t Have To
Chains like CycleBar or Club Pilates are gaining ground because they understand the importance of visibility. They invest in paid ads, cohesive branding, and strategies designed to dominate search engine results.
It breaks my heart to see small businesses losing out, not because they lack quality or service, but because they aren’t meeting potential customers where they are: online.
The New Wave of Rhode Islanders
Providence has a unique demographic challenge and opportunity. The city has a population of approximately 190,807, with a median age of 31.2 years, indicating a relatively young population. This trend aligns with Rhode Island's overall demographic, where younger generations are shaping the future.
Young people who left for college are returning home, bringing with them new expectations shaped by life in larger cities. They’re used to businesses with online booking, aesthetically pleasing Instagram feeds, and seamless customer experiences.
Looking ahead, Rhode Island’s population is expected to continue trending younger, as affordable housing developments and efforts to revitalize urban centers attract new residents. Businesses that recognize and cater to the needs of this demographic will have a significant advantage.
Success Stories: What’s Working
Look at brands like The Nitro Bar in Providence. They’ve mastered social media, creating a visually engaging presence that has gained national attention. Tourists now visit Rhode Island just to experience their coffee shop. This is the power of modern marketing—it’s not just about selling to your neighborhood; it’s about reaching a wider audience.
Imagine the opportunities if more Rhode Island businesses followed this model.
A Holistic Approach to Marketing
Many small business owners think they need to invest heavily in one area—social media, a website, or ads—but the truth is, you need a holistic approach.
Here are a few essential strategies to consider:
Focus on Visibility
Ensure your business is easily found online. Optimize your presence with accurate and up-to-date information, including your location, hours, and services.
Invest in a Functional Website
Your website doesn’t need to be fancy, but it does need to be user-friendly. Include photos, pricing, and clear calls to action that make it easy for customers to engage with your business.
Embrace a Customer-Centric Approach
Meet your customers where they are. Use marketing tools that help you engage and convert them, such as search engine optimization, targeted ads, and creative content that highlights what makes your business unique.
Leverage the Power of Community
Collaborate with other local businesses to cross-promote and build a network of support. This not only fosters loyalty but also helps amplify your message.
My Mission: Empowering Small Businesses
I started 33 Local in 2016 with a simple goal: to bridge the gap between small business owners and access to top-tier marketing. I’ve seen too many businesses waste their budget on fragmented marketing strategies that don’t deliver results.
As a small business owner, you shouldn’t have to be a marketing expert—that’s my job. I create custom solutions that empower you to take control of your marketing while focusing on what you do best: running your business.
If you’re ready to take your business to the next level, I’m here to help. Let’s preserve Rhode Island’s legacy of small businesses together.
Closing Thoughts
Providence and Rhode Island have a rich history of supporting small businesses, but the landscape is changing. Chains are gaining ground, and local businesses need to adapt to stay competitive. By embracing modern marketing tools and strategies, we can ensure that our state’s beloved businesses thrive for generations to come.
Let’s keep Rhode Island’s small business tradition alive—one marketing strategy at a time.
Ready to Take Your Business to the Next Level?
At 33 Local, we understand that every small business is unique, and so are the challenges you face. That’s why we don’t offer one-size-fits-all solutions. Instead, we create tailored marketing strategies designed specifically to meet the needs of your business and your customers. Whether you’re struggling to build an online presence, improve your search rankings, or connect with a younger audience, we have the expertise and tools to help you thrive.
Here’s how we can help you:
Custom Marketing Strategies: Together, we’ll analyze your business, your goals, and your customer base to craft a plan that works. From building a user-friendly website to running hyper-targeted ads, every recommendation will align with your vision and resources.
Empowering You Through Education: We won’t just do the work and leave you in the dark. Our approach includes providing you with the knowledge and training to confidently manage your marketing tools and strategies moving forward.
Transparent and Results-Driven: You’ll always know what’s being done and why. We focus on measurable results, so you can see the impact of your investment.
The time to act is now. Consumer behavior continues to shift, and your competitors are already investing in strategies to get noticed. Don’t let your business be overshadowed by chains or lose out on potential customers due to a lack of visibility.
Let’s work together to preserve Rhode Island’s tradition of small business excellence. Reach out today to schedule a free consultation. We’ll discuss your needs, answer your questions, and provide actionable insights on how you can better position your business for success.
Krystina Lisi: Owner of 33 Local
