Dylan Howard of EvolPro Shares Key Strategies to Succeed as a Local Business

Dylan Howard, founder of EvolPro, a business development firm, is known for helping businesses from major corporations to small local businesses, scale by focusing on what actually works. From restaurants and service providers to nonprofits and creators, Howard’s approach centers on practical, often-overlooked strategies that lead to long-term growth. “At the end of the day, I tell my clients that my end goal is to make them happy and their life easier,” he says.

Learn How To Use Social Media

When asked how small and local businesses can thrive in today’s economy, Howard starts with what most consider obvious: social media. But he argues that most businesses use it wrong. “Posting something random every now and then  on Facebook and Instagram isn’t ‘doing social media,’” he says. “It’s not a billboard—it’s a conversation.”

He encourages clients to become part of their community’s digital landscape by sharing valuable, engaging content—rather than simply trying to sell. “If you’re a mechanic, don’t just post a coupon like everyone else. Share a quick video explaining why oil changes matter and what happens if you skip them,” Howard says. “Or if you’re a local sports club trying to grow, show what the kids are learning and how they’re developing—not just a group photo with a ‘great game’ caption. You need to think about the end user—what will make them stop scrolling and take action, not just take a mental note and move on.” Still, Howard notes that social media isn’t always the top priority. “It depends on your goals, your business, and where you are in your growth. I don’t always recommend making it the focus right away—but I do recommend at least setting it up from the start.”

Focus On Your PR

Another commonly overlooked area? Public relations. “Most local businesses are laser-focused on attracting new customers but forget about the experience they’re giving the ones they already have,” Howard says. He uses restaurants as an example: “A small restaurant might not have a marketing budget, but if they get your order right, the food is great, and their water or waitress is attentive—you’re coming back. Then you’re telling your friends, posting online, and suddenly they’re the go-to spot in town. That’s PR money can’t buy.” Howard often starts with improving the customer experience, explaining that a great experience is the foundation of organic growth and loyalty.

That said, he warns that PR isn’t always easy. “There’s a reason we talk about ‘PR crises,’” he says. “Whether it’s declining quality, bad reviews, or losing customer trust—you have to be ready to face it head-on. Good PR isn’t just about the wins, it’s about how you handle the losses too.”

Optimizing Your SEO

Howard also highlights a missed opportunity: local SEO. “Most businesses don’t even claim their Google Business Profile or have a website, let alone optimize it,” he says. Basics like consistent updates, procuring good reviews, updating keywords and phrases, and backlinks from credible publications can make a huge difference. “In small towns, it’s low-hanging fruit. If you get it right, you can outrank the competition and be the first result when someone searches for ‘best plumber’ or ‘must-try restaurant’ in your area.”

Howard also encourages creative thinking within your niche. “Every business has untapped touchpoints in the community—they just need to identify them,” he says. A fitness trainer might team up with a local smoothie shop. A handyman could pass out seasonal maintenance checklists at local events. “These aren’t gimmicks—they’re ways to connect with your community. The opportunities are there, but you have to be willing to put yourself out there, make those relationships, sometimes rejection, in order to be successful.”

In a challenging economy, Howard hopes to give aspiring entrepreneurs the confidence to take that leap. “Starting a business is scary—there are risks, costs, and a lot of unknowns. But if someone’s brave enough to do it, they deserve every shot at success.”