If you want to build a strong referral network to keep leads flowing, creating a community business partners is essential to growing your business. A strategic approach to community-based marketing can help create a sustainable business model that doesn’t rely on paid ads, but instead leverages the power of relationships and organic growth.
In this article, we take a closer look at the marketing strategies that have worked for multi-unit Alloy franchisee, Laurel Roach, as she shares her insights on building an effective referral network, overcoming rejection, and achieving lasting business success.
Laurel’s Entrepreneurial Journey: From Corporate to Fitness World
Laurel Roach’s story is one of determination and adaptability. A native of Washington State, Laurel moved to Arizona in her teenage years and began her career in the corporate world. For several years, she worked in janitorial services management, where she oversaw 220 employees. Despite her success in the corporate sector, she felt unfulfilled and burned out. Laurel’s desire to become an entrepreneur grew, but it wasn’t an easy path. Her father was a business owner, but at that time, entrepreneurship wasn’t a common career choice for women. Still, Laurel persisted and found her way to the fitness industry.
In 2017, Laurel and her husband decided to purchase a small, independent gym with the intention of running it semi-absentee. However, within a week of taking over, she recognized the potential for growth and began to transform the business. This was her first real taste of entrepreneurship, and she learned firsthand how the right marketing strategies could turn a business around.
The Power of Community-Based Marketing
Laurel’s transition into fitness entrepreneurship led her to explore community-based marketing—a strategy she believes has been a key factor in her success. For her, community-based marketing is all about relationship building. It’s about aligning with local businesses that share similar values, clientele, and goals, creating partnerships that work for everyone involved.
But Laurel didn’t just stumble upon this strategy—she learned its value during her corporate days when she was tasked with selling janitorial services. At that time, she was thrown into a world where she didn’t have the luxury of clients knocking on her door. Instead, she had to build relationships and develop trust within the community. By attending networking events, engaging with local business owners, and providing value upfront, she was able to grow her client base from scratch.
When she opened her gym, she applied the same principles. “People buy from people they know, like, and trust,” Laurel says. This foundational truth has served her well throughout her career. Her ability to build relationships with community involvement has helped her establish a loyal customer base and create long-lasting business partnerships.
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What is Community-Based Marketing?
Community-based marketing, according to Laurel, is essentially relationship marketing at its core. It’s about creating partnerships with businesses that share the same clientele and values. For instance, in the case of her gym, she focused on partnering with high-end businesses such as physical therapists, chiropractors, salons, estheticians, and other wellness providers.
The key to successful community-based marketing is making sure the businesses you partner with align with your brand’s values and cater to a similar demographic. “You have to think about the long-term picture,” Laurel explains. “We’re building an ecosystem where businesses cross-refer to one another, and we can create a self-sustaining system without relying on paid ads.”
This ecosystem approach requires effort and consistency. You can’t expect instant results. In Laurel’s case, it took several months of building relationships before she saw significant returns. However, once these partnerships were solidified, the benefits were evident. She was able to create a network of businesses that supported one another, leading to a steady stream of referrals and long-term success.
Building the Right Partnerships
Identifying the right business partners is a crucial part of community-based marketing. For Laurel, it’s important to align with businesses that not only cater to a similar clientele but also have shared values. “The brands have to be premium brands if that’s the clientele we’re targeting,” she says. “If Alloy is a premium service, I’m not going to partner with a Massage Envy or a one-off business that doesn’t fit the profile.”
Once you identify potential partners, the next step is to approach them with a “giver mentality,” as Laurel puts it. Instead of focusing solely on what you need, it’s important to consider how you can add value to their business as well. By presenting your brand as a valuable partner who wants to contribute to their success, you’ll be more likely to establish a mutually beneficial relationship.
One of the most successful partnerships for Laurel was with a local nail salon. She was able to create a compelling joint promotion that benefited both businesses. She offered a raffle with free personal training, a pedicure, and a facial—all valued at over $350. In return, the nail salon gave a discount to customers and allowed Laurel to engage with their clients while they received their services.
This partnership resulted in six new members for Laurel’s gym. “It cost me literally nothing,” she says, “no ad spend, nothing. It was all about the relationships and creating value for both businesses.”
Overcoming Rejection and Building Confidence
A key theme in Laurel’s journey is the ability to overcome rejection. Whether it’s reaching out to potential business partners or interacting with strangers, rejection can be a significant hurdle for many entrepreneurs. In the early stages of her career, Laurel found it difficult to make cold calls and feared rejection. But she knew that in order to grow, she had to push through the discomfort.
One of the books that helped her overcome her fear of rejection was “Rejection Proof” by Jia Jiang. In this book, Jiang details his journey of intentionally seeking rejection in order to desensitize himself to the fear of it. Laurel credits this book with helping her shift her mindset and approach rejection as a learning opportunity rather than a setback. “The more I did it, the more confident I became,” she says.
Laurel’s commitment to personal growth and her willingness to face rejection head-on has played a major role in her success. “I just forced myself to do it,” she says. “The more you practice, the more confident you get.”
Marketing with Authenticity and Confidence
Laurel’s approach to marketing is rooted in authenticity. She believes that to truly connect with people, you need to be genuine and confident in what you offer. Whether she’s building relationships with local businesses or creating social media content, Laurel focuses on presenting herself and her brand in a way that feels authentic and trustworthy.
One of the strategies she uses is creating social media content that features her partners. She creates videos and reels showcasing the businesses she works with, highlighting their services and building a sense of community. “When you give your partners some shine, they will reciprocate,” she says. By tagging her partners in posts and creating collaborative content, she’s able to tap into their audiences and increase her reach.
Creating a Sustainable Marketing Strategy
For Laurel, the key to community-based marketing is consistency. It’s not just about executing one-off campaigns; it’s about building a system that works long-term. To ensure her campaigns remain effective, she schedules regular meetings with her partners to discuss upcoming promotions, events, and marketing opportunities. “We call ourselves the Scottsdale Wellness Collective,” she says. “We meet once a month and plan out the next three months of activities.”
By having a regular cadence of meetings and maintaining open communication, Laurel ensures that her marketing efforts are aligned with her business goals and those of her partners. This collaborative approach creates a sense of shared responsibility and keeps everyone invested in the success of the campaign.
Community Marketing Is A Long-Term Investment
Community-based marketing is not a quick-fix strategy. It requires time, patience, and the willingness to invest in relationships. As Laurel has proven through her work with Alloy, building a referral network based on trust and shared values can lead to long-term success. By focusing on adding value to your partners and being consistent with your efforts, you can create a self-sustaining ecosystem that drives business growth without relying solely on paid advertising.
If you’re looking to grow your business and create lasting relationships in your community, take a page from Laurel’s playbook. Build authentic connections, focus on value, and be willing to put in the work. The results will follow.
Additional Resources:
- Connect with Laurel Roach:
- Alloy | Scottsdale Grayhawk, AZ: https://www.instagram.com/alloyscottsdalegrayhawk/?hl=en
- Books mentioned
Key Takeaways
- Intro (00:00)
- Laurel’s background and journey into entrepreneurship (01:23)
- First lessons in community-based marketing (04:07)
- What is community-based marketing? (06:18)
- Identifying the right businesses to partner with (08:31)
- The importance of organic marketing over digital reliance (10:01)
- Detailed approach to creating successful marketing campaigns (13:48)
- Creating a sustainable, recurring marketing strategy (17:04)
- Using creative tools like digital frames and print marketing (19:27)
- Overcoming fears and finding confidence in rejection (25:43)