What Every Local Business Should Know About Marketing in 2026

As 2026 approaches, local businesses are navigating a marketing landscape defined by smarter data, shifting consumer expectations, and campaigns that must connect across digital channels, traditional media, and community touchpoints.

“Digital visibility is now inseparable from brand credibility,” says Dan Meyer, Publisher of BizTimes. “Whether through print, search or social, potential customers or the marketplace needs to recognize your business in multiple places before they trust it.”

The brands that thrive will be those that build trust, use data responsibly, and show up consistently across platforms in authentic ways.

Trust and Community as Differentiators

Authenticity continues to drive brand loyalty. Transparency, consistent messaging, and visible community involvement matter more than ever. This is where local businesses have a natural advantage of real faces, real stories, and a physical presence.

Importantly, print and traditional advertising continue to complement digital efforts. In a crowded online environment, print ads, events and community sponsorships offer credibility and repetition that pair nicely with digital solutions.

“When businesses pair print visibility with coordinated digital content, their message lands harder and lasts longer,” Meyer adds. “Integrated marketing isn’t a trend, it’s now a necessity.”

Businesses will focus on telling their story

Businesses will continue to find new ways to use content and journalism to tell the stories that set them apart.

Branded content will be a powerful vehicle for businesses to show how their services and products are unique highlight their employees and culture and provide guidance and expertise to others.

Businesses that partner with media companies and use smart distribution channels — starting with print — will find an audience eager to consume this information because of the trust, relevance and authority those platforms already hold with their readers,

“Whether a company is launching a new product, looking for talent, or trying to strengthen relationships in the region, branded content helps them tell their story and get it in front of the right decision-makers,” Meyer said.

SEO and Social Media Strategy

SEO and social media shape how customers find and engage with local businesses. Google’s updates emphasize expertise and helpful content, while social platforms reward authentic, consistent video. To stay visible, businesses need a coordinated approach where SEO, social, print, and paid efforts support one another.

Semrush, a company specializing in SEO strategy, said in its 2024 SEO Strategy Guide that a smart search strategy not only helps grow your visibility but also keeps your team aligned and helps you use your resources effectively.

“A strong SEO strategy increases your chances of earning impressions, attracting traffic, and driving conversions at a relatively low cost,” Semrush’s report said.

To build a strong foundation, businesses should focus on:

• SEO best practices: Strengthening website content, local listings, and structured data to improve search performance.
• Social media presence: Using short videos, customer spotlights, and tutorials to connect with audiences and increase engagement.
• Integrated approach: Aligning social content with email marketing, events, and print advertising so each channel reinforces the others.

First-Party Data Takes Priority

With third-party cookies fading out, first-party and zero-party data are becoming essential. Information gathered directly from customers including newsletters, digital readership and a steady offering of business events and forums, all enable more relevant messaging while also strengthening trust.

“Data-driven decision-making empowers SMBs to make informed choices, allocate resources effectively, and ultimately achieve greater success in their local markets,” according to Salesforce, a global cloud-based software company.

Businesses that are open about how they collect and use data are more likely to earn trust and build stronger relationships.

Fast, Visual, and Interactive Content

Short-form video remains a dominant format in 2026. Local businesses are using quick, informative content such as explainers, behind-the-scenes clips, and customer highlights to engage audiences.

“Short-form content is any content that’s easy to consume. The goal of short-form content is often to get a message across quickly. Without overwhelming the user,” Semrush says.

While interactive elements like polls or Q&As boost engagement, they also provide valuable insight into customer needs.

Integrated Campaigns Deliver Stronger Results

BizTimes Milwaukee connects advertisers with the region’s top business decision-makers through its magazine, high-traffic website, targeted e-newsletters, and a full calendar of effective events.

These channels create a trusted environment where brands can tell deeper stories, highlight expertise, and reach an audience that relies on BizTimes for insight.

If you’re looking to elevate your message through integrated campaigns or branded content that resonates with southeastern Wisconsin’s business community, the BizTimes team can help you get started.

Connect with BizTimes to build your 2026 marketing strategy.