The Power of the "Hidden Gem": How to Market Your Business as a Must-Visit Spot
In Canada’s competitive tourism and small business scene, standing out is no small feat. With endless options for visitors and locals alike, how can your tourism business—whether it’s a cozy bed and breakfast, a novelty store, a guided tour company, or a tucked-away art gallery—become the place everyone insists their friends visit?
The answer: market yourself as a "hidden gem."
Let’s dive into how you can tap into the magic of hidden gem marketing and turn your business into a must-visit destination.
Why "Hidden Gems" Hold So Much Power
People love to feel like insiders. They want to discover places before they get too popular. They crave experiences that feel authentic, special, and a little off the beaten path. Hidden gems tap into:
Exclusivity: Being in the know feels good.
Authenticity: Small, local businesses offer real, human experiences that chain stores can't replicate.
Storytelling: People love telling stories about how they "found this amazing little spot."
When you market yourself as a hidden gem, you aren't just selling a product or service—you’re offering an experience that customers can brag about.
Step 1: Own Your Unique Story
Every hidden gem has a story—and it's never "we have low prices" or "we’re just like the place down the street." Think about:
What makes your business truly different?
Why did you start it?
What passion drives you every day?
How do you make customers feel?
Tip: Share your story everywhere—your website, your social media, your Google Business Profile. Authenticity builds emotional connection, and emotional connection drives loyalty (and referrals!).
Step 2: Leverage the Power of Local SEO
If you want to be discovered, you need to be findable.
Local SEO ensures that when people search "best bed and breakfast in [your town]" or "hidden gems near me," your business pops up.
To boost your local SEO:
Claim and optimize your Google Business Profile.
Collect and respond to customer reviews.
Use local keywords in your website copy (think "[your city] handmade goods" or "[your town] local tours").
List your business in trusted local directories.
Pro Tip: Encourage happy customers to mention words like “hidden gem,” “off the beaten path,” or “local favourite” in their reviews—it helps the algorithms and reinforces your brand.
Step 3: Build Buzz Through Word-of-Mouth and Micro-Influencers
A true hidden gem gets discovered through whispers and excitement.
Start building that buzz:
Offer loyalty perks for referrals.
Partner with local micro-influencers (those with small but engaged audiences) who align with your brand.
Host small events, pop-ups, or exclusive previews and invite your best customers to bring a friend.
Don’t be shy—ask people to share their experience online! A simple “Tag us in your post!” sign or a fun Instagram wall can work wonders.
Step 4: Create Shareable, Authentic Content
Content marketing isn’t just for big brands. A few smart moves can position your business perfectly:
Post behind-the-scenes videos showing how your products are made or your space is set up for the day.
Share customer testimonials with real stories.
Spotlight local partnerships or other hidden gems you love—it builds goodwill and community vibes.
Photos and videos don't need to be perfect. In fact, slightly imperfect, human content often feels more relatable and trustworthy.
Step 5: Tap Into the Travel and Tourism Market
Tourism is a major driver for small businesses in Canada. Tourists love discovering hidden gems—it’s often the highlight of their trip.
List your business with local tourism boards.
Offer "locals-only" secrets or exclusive offers for visitors.
Create mini-guides (like "Hidden Gems of Downtown Kelowna" or "Secret Must-Try Eats in Halifax") and feature your business front and center.
Connect with hotel concierges and Airbnb hosts—they’re always looking for cool places to recommend.
Remember: You don’t need to be the destination; you just need to be part of the visitor's story.
Step 6: Consistency Is Key
Marketing yourself as a hidden gem isn’t about a one-time campaign. It’s about creating an experience that matches the brand you’re promoting.
Keep your customer service personal and outstanding.
Refresh your marketing with seasonal updates and new offerings.
Stay active on social media, even if it's just a few thoughtful posts a week.
Being a hidden gem means being worth finding—and worth returning to.
Ready to Put Your Business on the Map?
At Roamlii, we specialize in helping small businesses across Canada grow their visibility and become must-visit destinations. Whether it’s mastering local SEO, building a reputation strategy, or tapping into the tourism market, we’ve got the tools and expertise to help you shine.
Book a free discovery call today and let’s chat about how we can help your business become the hidden gem everyone’s talking about!
