Global agency VML shares marketing tips to boost discoverability, engagement and sales.

Kansas City and surrounding area businesses are preparing for a period of increased attention, new visitors and expanded opportunity this summer. While moments like these can bring excitement, they also bring more expectations and heightened demands. Businesses that prepare early and strengthen how they show up online and in person will be better positioned to attract new customers and turn first-time visits into lasting relationships.

Commerce Bank and VML have come together to bring valuable marketing knowledge and practical strategies to small businesses across the region. Together, we are committed to helping them navigate growth opportunities with confidence. Through these valuable resources, business owners can learn how to strengthen their digital presence, engage with customers on social media, and create in-store experiences that drive revenue and long-term loyalty while taking advantage of never-before-seen opportunities in their market.

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1. Your online presence is your digital front door.

For many customers, discovering a business begins with a search. Whether someone is looking for a restaurant, retail shop or a service provider, search engines often shape where they choose to go.

Local search and discoverability play a critical role in this process. It focuses on helping businesses appear in results when people are looking for nearby products or services. Three key factors influence whether a business appears in those results:

• Relevance: How closely your business information matches what someone is searching for
• Proximity: How close your business is to the person searching
• Prominence: How well known and trusted your business appears online

Your Google Business Profile is one of the most important tools for improving visibility. This free listing allows businesses to manage how they appear in Google Search and Maps, helping customers quickly find accurate information about your location, hours and services.

When managed well, your online presence becomes more than a listing. It becomes an extension of your brand and a powerful way to attract customers before they ever walk through your door.

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2. Keeping your customers engaged online.

While online searches help customers discover your business, social media helps them connect with it. Social platforms allow businesses to share what makes them unique, highlight products, and promote limited-time offerings. They also provide opportunities to interact directly with customers and answer questions, helping build meaningful relationships.

A strong social media presence starts with a clear and complete profile. Customers should immediately understand what you offer, where you are located and how to visit or contact you. Regular posts can showcase merchandise, highlight promotions, and strengthen relationships that extend beyond a single transaction.

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3. In-person experiences still play a powerful role.

While a digital presence helps customers find you, several elements of the in-person experience can determine whether they return and recommend your business to others. Simple steps like clear or multilingual signage can make a meaningful difference, but so can larger projects like coordinating with nearby businesses to create strong collective impact.

Attracting new customers is important, but maintaining those relationships is what drives sustainable growth. Capturing customer email addresses at checkout allows businesses to stay in touch for future offers, updates and reminders.

Building momentum for the future.

Periods of increased attention can create lasting impact for businesses that are prepared. Strengthening your digital presence, engaging customers authentically, and creating memorable experiences can help turn new visibility into long-term growth. VML and Commerce Bank are proud to support local businesses and help position them for continued success.

Take a look at the full guide PDF opens in a new window^{[PDF] footnote} for more detailed insights that can help you take advantage of this opportunity!