Here is how I’m growing my brand in a new city without having to spend hours networking in-person

I just moved to a brand new city/state (Allentown, Pennsylvania) after having my business for 13 years in Northeast Tennessee. I wanted to avoid spending hours attending mixers but still grow my brand in this new place, authentically. Within two weeks of moving to this area, a major mover and shaker reached out to me via Facebook and met with me. Let me also throw in that no one can “friend me” on Facebook without a mutual connection. How did I do that? I’ll explain below.

One, I was intentional on my relying on my past network (national organizations such as Junior League and Rotary International). If you haven’t done so, please give back to your community by joining an organization, it helps you help others!

Second, as soon as I found out that I was moving here a few months ago, I used Instagram and LinkedIn to follow influencers and engage with them slowly.

Work your organization or join a national club

I joined Junior League of Johnson City, TN back during 2020 and have participated in communications and membership committees. I won the volunteer of the year award too. I kept my membership and transferred it over to Lehigh Valley, PA in the late spring of this year.

I started following their social pages in all the platforms. I started engaging by commenting on posts and seeing who was tagged into posts. I started following those tagged on LinkedIn and Instagram, if possible.

I joined a call with the president-elect, zoomed in with the membership committee, and messaged a few of the members before leaving TN and told them about my situation (i.e. I’m a mama bear and I need good schools for my kids, I am starting a business in a new place, and I’m a foodie).

I believe people help others when they know they are new and willing to participate in their organization. What helped me grow my local presence and get that influential mover/shaker to notice me was that I friended several members and he was connected to one of first people I friended locally on Facebook and that he might have noticed me after I followed his company on Instagram (more on that below) and liking their posts.

Start looking for the “it” event that everyone is attending

I was determined to attend a 800+ women’s summit in my new home but missed it by a week because the moving company was delayed. I was crushed and had already bought a VIP Ticket to that women’s summit and the final Junior League meeting of the fiscal year. I explained to my league members that I was upset that I couldn’t meet them there at the summit but I followed the sponsors, ladies tagged on Instagram, speakers, and noticed the comments on posts from the event. I followed those who left comments.

Instagram being your powerhouse

I have blogged so many times about Instagram and how it has helped me. I even wrote a chapter in a book about Instagram. But you need to start following location tags, and see who is actively using the location in posts or dig deeper, if possible with hashtags of the city, town, township, or county to see who are the influencers. Also, who are they tagging? I follow them too.

Take the time to follow a few at a time and comment on their posts. I believe I gained a tiny local following initially on Instagram because I started “following” the few people I have interacted with personally through the league and they followed me back. Others who didn’t know me, followed me because their connections showed up as my followers.

Don’t forget LinkedIn

As mentioned above, start following organizations or associations on LinkedIn. Engage with those who are tagged or mentioned in posts. You can “follow” or “connect” with those individuals. I prefer “following” their posts until I have met them in-person.

If I decide to “connect” with someone, I try to send a note along with the connection requests, if it allows me and personalize it. I also leave comments on their posts. I have explained in a podcast about the power of commenting on LinkedIn, don’t forget to check it out here if you haven’t done so.

P.S. If you’d like help mapping out your own soft-launch strategy in a new area or audience, I’d love to chat with you.

See my past posts here:

• Featured in A Splice of Life Science Marketing podcast to discuss: Stop Reposting. Start Growing. LinkedIn Tactics
• Here is how I’m growing my brand in a new city without having to spend hours networking in-person
• It’s That Time Again: Get Holiday-Ready with Heart-Led Marketing Support (2025 Edition)
• Featured in the Biz Help For You Podcast
• The Uprising 2025 – Recap