Drive through Long Island and you’ll see a tough reality—“For Lease” signs replacing once-busy storefronts. From restaurants in Huntington to contractors in Nassau County, too many small businesses have quietly disappeared over the past three years.
But here’s the surprising part: some local businesses are quietly growing faster than ever.
The difference? Marketing for small businesses.
Many great businesses are closing, not because of bad service, but because customers don’t find them anymore,” says Mike Errico of All Phase Media. “Relying only on word-of-mouth worked five years ago, but today, visibility is what keeps doors open.“
Small Business Trends Affecting Long Island
The Long Island economy runs on small businesses—over 90% of local establishments are independently owned. But survival rates show how fragile that success can be:
| Year | Business Openings | Business Closures | Net Change |
|---|---|---|---|
| 2020–2021 | 64,870 | 68,420 | -3,550 |
| 2021–2022 | 78,100 | 54,285 | +23,815 |
| 2022–2023 | 77,815 | 61,349 | +16,466 |
| 2023–2024 | 66,875 | 64,442 | +2,433 |
| Source: U.S. Small Business Administration, 2025 | |||
During the pandemic, 20–30% of Long Island small businesses temporarily closed, and many never reopened (Newsday).
Even as new businesses open, competition has tightened dramatically—and marketing for small businesses in Long Island has become the deciding factor between recovery and failure.
Why Long Island Small Businesses Are Closing
If you haven’t even started showing up where customers are researching, comparing, and verifying businesses, you’re already losing them to competitors who have.
Customer Research Across Multiple Platforms
- 83% of consumers read Google reviews, but 48% also trust local news sites, 44% use Yelp, and 40% look at Facebook before making a decision (BrightLocal, 2025 Local Consumer Review Survey).
Google Dominates Local Search
- On average, from June 2024 to June 2025, Google handled 87.7% of all U.S. searches, far ahead of Bing (7.26%) and Yahoo (2.64%). DuckDuckGo, Yandex, and other search engines combined accounted for less than 3%
- As of June 2025, Google’s share dipped slightly month-to-month, showing slow but steady growth for Bing and Yahoo. Despite a slight dip, Google still handles nearly 9 out of 10 searches—making Google-focused marketing for small businesses critical.
Search Engine Market Share
As of June 2025
Source: Statcounter (U.S. Market Share)
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But many Long Island businesses still miss out because they haven’t claimed their Google Business Profile.
Take a local fitness center in Suffolk County as an example:
- The gym appears as a gray pin on Google Maps when you look around the neighborhood, but its Google Business Profile is unclaimed and incomplete.
- That means it doesn’t show up in searches like “gym near me” or “best gym near me,” even though it’s right down the street from potential customers.
For businesses that depend on local foot traffic, an unclaimed profile can make them virtually invisible to 9 out of 10 searchers.
Social Media & Video Content Are Essential
- 36% of consumers watch videos from businesses showcasing their products/services, and 31% watch everyday people talking about local businesses (BrightLocal, 2025).
Reviews Drive Trust—and Conversions
- 89% of consumers expect businesses to respond to reviews, and 74% check at least two review sites before deciding (BrightLocal, 2025).
Take this flower shop in Suffolk County, NY, as an example:
- A 1-star review reads:
“Went in for just a simple item and the woman behind the counter was extremely rude. She didn’t know how to use the card machine and kept saying I had a bad card. Went to another shop, and the card worked fine. On top of that, it is super unclean.” - Another customer defended the business with a 5-star review:
“I use this shop regularly, and it’s really clean. The girl at the counter is really nice, and they have a lot of selections. Nothing’s stale.”
But the owner never responded to either review. To a potential customer, that silence suggests the bad experience might be true, and they’ll likely choose a competitor with active, responsive management.
Marketing for Small Business: What Works Now
The good news? You don’t need a massive budget to stay competitive. What matters is being visible where your customers are actively searching, reading reviews, and making decisions.
Local SEO & Listings
Appearing in Google Maps and local directories can generate up to 5× more calls from nearby customers, making it one of the highest-impact, lowest-cost strategies for local businesses.
Social Media & Video Content
Short, helpful videos and consistent updates on platforms like Instagram, Facebook, and YouTube are now essential—especially for service businesses, where customers want to see proof of quality before they call.
Reviews & Reputation
Reviews are the new word-of-mouth. 89% of consumers expect businesses to respond to reviews, and companies with higher ratings are prioritized by both customers and search algorithms.
Case Study: Locksmith Success
📊 Business Impact in 90 Days
What Changed?
- Claimed and optimized their Google Business Profile
- Targeted emergency & residential searches through Local SEO
- Built trust with a reputation campaign to encourage 5-star reviews
Within 90 days, the locksmith became a go-to emergency locksmith service provider—a clear example of how visibility directly impacts revenue.
Future of Small Business in Long Island
The data is clear: the businesses that will survive—and thrive—are those treating digital visibility as a necessity, not an afterthought.
Traditional marketing isn’t dead, but the wider your campaign—combining online visibility with community presence—the wider your results. Customers might first see your sign or hear about you from a friend, but they almost always check online before choosing you.
The Long Island businesses embracing both digital and traditional strategies today are the ones that won’t have ‘For Lease’ signs tomorrow.
