Smart Marketing for Small Businesses in Lakewood, WA

One of the best ways to market in a close-knit city like Lakewood is through community networking.

• Join the Chamber of Commerce or local business associations to increase credibility and connect with other business owners.
• Attend community events, sponsor school fundraisers, or set up a booth at local fairs. These small-town touchpoints can create powerful word-of-mouth marketing.
• Don’t overlook traditional methods like flyers and posters at coffee shops, grocery stores, or community centers. They remain effective for reaching customers who live and shop nearby.

Simple, local connections can often outperform expensive ad campaigns when done consistently.

• Lakewood Chamber of Commerce: The Lakewood Chamber is a membership organization comprised of local businessmen and women who join together for the purpose of promoting the commercial progress of our community through B2B referrals, marketing and advertising, education, leadership skills, advocacy, and networking opportunities.
• South Sound Networking: This group focuses on industry-specific networking and referral sharing.
• Lakewood Life (Facebook): A Facebook group dedicated to discussing life and issues in Lakewood, including support for local businesses.
• JBLM-Lakewood-Tacoma Services Southside of Wa (Facebook): A Facebook group focused on services in the area.
• Wednesday Webinars with SBA: A series of free webinars offered by the Small Business Administration's Seattle District office, serving Washington state and northern Idaho.
• Support for Underrepresented Businesses: The Washington State Office of Minority and Women's Business Enterprises (OMWBE) focuses on supporting minority- and women-owned businesses.
• Pierce County's "Get Connected" Program: This program provides resources for businesses to grow and thrive, including connections to various industry-specific groups.

Even though Lakewood is a smaller city, today’s consumers rely heavily on online search and social media when deciding where to shop, eat, or hire services. If your business doesn’t show up where people are looking, you’re losing opportunities. Here are several ways to build a stronger digital footprint:

Optimize Your Google Business Profile

Your Google Business Profile (formerly Google My Business) is one of the most important tools for local marketing. When someone searches “coffee shop near me” or “plumber in Lakewood WA,” the businesses with optimized profiles are most likely to show up in the map pack.

• Add accurate business hours, services, and categories.
• Upload high-quality photos of your storefront, products, or team.
• Post updates about promotions, events, or new services.
• Encourage happy customers to leave reviews—and reply to every review (positive or negative) to show that you care.

A well-maintained profile helps you show up in local search results and builds trust with potential customers before they ever visit your business.

Use Local SEO to Drive Website Traffic

Your website is your online home base, but it only works if people can find it. Local search engine optimization (SEO) helps you rank higher for keywords tied to Lakewood.

• Add location-specific keywords to your titles, headings, and content. For example: “Lakewood WA landscaping services” or “best pizza in Lakewood.”
• Create dedicated landing pages for different services or nearby areas you serve.
• Embed a Google Map on your contact page to reinforce local relevance.
• Make sure your website is mobile-friendly and fast—most people searching locally are on their phones.

This approach helps capture people who are actively searching for what you offer in Lakewood.

Engage with Customers on Social Media

Social media is where many locals discover new businesses. It’s not enough to just have a profile—you need to be active and engaging.

• Post regularly with a mix of updates, promotions, behind-the-scenes content, and customer shout-outs.
• Use Lakewood-specific hashtags and tag your location to appear in local searches.
• Join local Facebook or Nextdoor groups where you can answer questions and share relevant updates.
• Showcase your community involvement—sponsoring a Little League team or attending the Lakewood Farmers Market makes for great shareable content.

Consistency is key. A dormant page can make people think you’re out of business, while an active page builds familiarity and trust.

Run Targeted Online Ads

Unlike print or radio, digital ads let you zero in on the exact audience you want. With a small budget, you can reach hundreds of potential customers in Lakewood.

• Facebook and Instagram Ads: Geotarget people within a set radius of your business. Perfect for restaurants, salons, or shops.
• Google Search Ads: Appear when people search for keywords like “Lakewood auto repair” or “Lakewood WA tax services.”
• Retargeting Ads: Follow people who visited your site but didn’t convert, reminding them of your business until they’re ready to buy.

Start with a small daily budget, track results, and scale up what works.

Build Your Email List

Social media platforms can change overnight, but your email list is an asset you own. Collect emails through:

• A sign-up form on your website with an incentive (like a discount or free guide).
• In-store promotions where customers can opt in.
• Events where you gather names and emails for giveaways or raffles.

Use your list to send newsletters, announce sales, or share useful tips. This keeps you in front of customers even when they’re not actively thinking about your business.

Leverage Online Reviews

In smaller communities like Lakewood, reputation spreads fast. Online reviews are the digital version of word-of-mouth.

• Regularly check platforms like Google, Yelp, and Facebook.
• Respond to negative reviews calmly and professionally.
• Highlight positive reviews on your website and social media.

A strong reputation online directly translates into more foot traffic and leads.

Collaboration is a powerful way to expand your audience.

• Partner with complementary businesses. For example, a fitness studio could work with a smoothie shop to run a joint promotion.
• Co-host events or workshops that combine audiences and lower your marketing costs.
• Feature each other on social media for cross-promotion.

These partnerships strengthen your brand and deepen your ties to the Lakewood community.

While digital marketing is critical, traditional tactics—when done creatively—can still make a big splash in Lakewood. These low-tech, high-impact strategies offer a tactile, memorable way to connect with your community.

Vehicle Wraps + Mobile Advertising

Turn your work vehicles into rolling billboards that promote your business wherever you go—an especially powerful strategy in local communities. Vehicle wraps serve as “fleet media,” reaching thousands of impressions daily at a lower cost than most traditional media forms. One vehicle wrap can generate thousands of impressions per day and hundreds of thousands over a lifetime.

Local service options:

• WrapJax – Based in Tacoma, Woodinville, and Silverdale, servicing the Puget Sound area. Specializes in vehicle wraps, window graphics, and large-format printing.
• SpeedPro Seattle Eastside – Delivers fleet wraps, outdoor and indoor signage, and more. Serves Bellevue, Kirkland, Renton, etc., and offers custom design through installation.
• Skyline Sign & Wrap – Provides full or partial vehicle wraps, trailers, and commercial wrap solutions with high-quality vinyl and lasting impressions.

Direct Mail Campaigns

Direct mail remains a trusted and personalized way to reach nearby households—perfect for announcing new offerings or special promotions.

The UPS Store – Lakewood (Bridgeport Way SW & Steilacoom Blvd): Offers both Targeted Direct Mail (using your mailing list) and Every Door Direct Mail (EDDM by USPS). Services include design support, professional printing, and full campaign logistics.

How to use it effectively:

• Send postcards with promotions, coupons, or seasonal offerings to specific neighborhoods.
• Use EDDM to saturate entire zip codes or local subdivisions without needing individual addresses.

Sign Spinners + On-Site Branding

Human-driven brand ambassadors (like sign spinners) offer dynamic, physical interaction that’s memorable and attention-grabbing. Hire through local staffing agencies, or even recruit energetic students eager for flexible gigs. While specific Lakewood services aren’t listed, opportunities can often be found through local classifieds or events listings.

Combine this with other forms, like branded umbrellas, pop-up booths at high-traffic areas, or even mobile murals for visual impact. Even with digital marketing on the rise, traditional advertising still has a place in Lakewood. These approaches stand out in a smaller city where people value personal, face-to-face interactions.

• Lamar Transit Advertising: Pierce Transit's fleet advertising is contracted to Lamar Transit Advertising for advertising on buses, in buses, and at bus shelters.
• Larsen Sign Company: With 40 years of expertise, Larsen Sign specializes in premier vehicle wraps, banners, and signs.

JBLM drives over 17.7 million vehicle impressions per year through its gates and roadside signage. With over 45,000 active-duty personnel, 120,000 retirees, 29,000 family members, and civilian staff in the area, JBLM represents one of the largest single markets near Lakewood. Connecting with JBLM isn’t just about visibility, it’s about consistent, credible access to a community that trusts vetted businesses.

JBLM Advertising + Sponsorship Options

The MWR (Morale, Welfare & Recreation) office offers tailored advertising and sponsorship packages designed for businesses to partner with on-base programs and events.

• Magazine placements in FOCUS Magazine (distributed both physically and digitally).
• R&R Quarterly newsletter, reaching retirees in print and via direct mail.
• Digital ads: mobile displays, online banners (e.g., 300×250 or 728×90).
• Fence banners (roadside placements near gates), posters in leisure facilities, or LCD screen ads in high-traffic zones.
• Digital reader boards at gates and arterial routes, a high-impression method with nearly 17.7 million annual views.
• Field branding at sports facilities, golf cart wraps, window/floor wraps in MWR buildings, all customized opportunities to stand out.

To get started:
Contact JBLM’s Commercial Sponsorship & Advertising Office at 253-966-2256 or email JBLMmwrsponsorship@army.mil.

2. Featured Promotions in JBLM Publications

• FOCUS Magazine: A glossy, high-quality print and digital magazine offering full-page ad slots. Circulation: 5,000 hard copies and 13,000+ emailed digital copies each month, with 23,000 average monthly online views.
• R&R Quarterly: A newsletter tailored to base retirees, over 600 mailed copies and 500+ distributed on base each issue. A potent way to reach a highly connected demographic.

These publications let your business showcase offers, services, or stories in a context trusted by the JBLM community.

For a small business in Lakewood, marketing is about striking the right balance between local community connections and digital visibility. Join networking groups, attend events, and sponsor local causes to strengthen your reputation. At the same time, make sure your business is easy to find online with a strong Google profile, social media presence, and consistent reviews.

Add in referral programs, cross-promotions with other businesses, and creative local advertising, and you’ll have a well-rounded strategy that keeps your business growing.

The most successful Lakewood businesses are the ones that stay authentic, visible, and engaged with their community. Start small, test often, and build a marketing plan that works for your unique audience.