Beyond the Website: The Overlooked Marketing Tactics That Help Rural Communities Compete

Why a Website Alone Isn’t Enough

A modern, data-driven economic development website is a crucial first step, but it’s not the only piece of the marketing puzzle. Many rural communities invest in building a website, launch it with great anticipation, and then... wait. They assume that because they now have a professional online presence, businesses and workforce talent will naturally start finding them.

The reality? It takes much more than a great website to attract investment and workforce talent.

Successful rural communities understand that economic development marketing is an ongoing process. The website serves as the hub, but economic developers need additional strategies to actively engage site selectors, businesses, and potential new residents.

The Most Overlooked Marketing Tactics in Rural Economic Development

So, what separates the rural communities that are thriving from those still struggling to get noticed? The difference often comes down to how proactive they are in using these less-talked-about marketing tactics.

#1 Thought Leadership & Industry Partnerships

Site selectors and business decision-makers aren’t just looking for data—they’re looking for confidence in a region’s long-term potential. Communities that build relationships with industry influencers, participate in guest articles, and contribute to economic development discussions position themselves as key players.

Instead of simply promoting available sites, rural communities should:

• Work with state and regional economic development organizations to amplify their message.
• Sponsor economic development reports or case studies that get picked up by industry publications.
• Publish insights and expert commentary on economic development trends in their region.

These efforts don’t yield immediate results, but they increase credibility and long-term visibility among decision-makers.

#2 Storytelling That Goes Beyond Data

Rural communities tend to focus on presenting raw numbers—workforce availability, tax incentives, and business costs. But data alone doesn’t sell a community—people do.

Some of the most successful economic development campaigns humanize their communities by showcasing:

• The success stories of businesses that have thrived there.
• Personal testimonials from people who relocated and built a life in the community.
• The lifestyle, culture, and day-to-day experiences that make the place unique.

Economic developers should go beyond just listing workforce numbers and start crafting compelling narratives that resonate emotionally with business leaders and talent.

#3 Target Outreach to the Right Audience

Many rural communities don’t have the resources for mass marketing campaigns, so they assume digital outreach isn’t feasible. But the key isn’t reaching everyone—it’s reaching the right people.

Instead of general promotions, communities should focus on:

• Niche digital advertising campaigns that target specific industries or workforce demographics.
• Personalized LinkedIn outreach to key decision-makers in companies looking to expand.
• Strategic networking at industry events to build connections before investment decisions are made.

A well-placed targeted ad campaign can do far more than an expensive trade show booth if it’s designed to engage the right audience.

How impactLOCAL Supports These Strategies

A strong economic development marketing strategy starts with a website, but it has to go further. impactLOCAL not only provides an affordable, professional website solution but also supports communities with:

• Content creation that brings storytelling to life—highlighting local businesses and success stories.
• SEO optimization that ensures industry decision-makers find your community.
• Ongoing strategic support to keep messaging fresh and aligned with outreach goals.

By combining a strong digital foundation with proactive marketing tactics, rural communities can break free from being overlooked and position themselves as prime destinations for investment and workforce growth.

Your Marketing Strategy Shouldn't Stop at Your Website

A website is essential—but it’s only the beginning. The communities that truly compete and win are the ones that go beyond passive online presence and actively engage in economic development marketing.

If your community is ready to expand its marketing efforts and put the right strategies in place, let’s talk about how impactLOCAL can help.

For a deeper look at the strategies working in rural America today, download our Rural America Whitepaper to see real-world case studies and proven marketing tactics.

It’s time to stop waiting for investment and workforce talent to come to you—let’s make sure your community gets noticed.