In a small Ontario town, the hardware store is so much more than a place to buy screws. It's where you get advice on a leaky tap, find the one fitting nobody else carries and run into half your neighbours on a Saturday morning.
That's a real advantage over the big box out on the highway, but only if people think of you when they're deciding where to go. We handle social media and content for Perth Home Hardware and Gananoque Home Hardware, and in both towns we keep coming back to the same lesson: people shop where they feel known.
Your staff are the brand
Head office takes care of the national flyers and TV spots. What it can't do is show your town who actually works at your store. The person who knows exactly which paint will cover that colour, or which snowblower fits a laneway in town, is the reason people drive past the big box to come to you.
So put them on camera. Short videos of staff answering common questions, showing a product they actually use or jumping on a funny trend do far better than product photos on their own. Not everyone wants to be filmed, and that's completely fine. Work with the people who enjoy it and keep it comfortable for everyone else.
It's okay to be a little silly
Small-town audiences love a store that doesn't take itself too seriously. The videos our hardware clients love most are often the goofy ones: a staff challenge, a trending sound with a hardware twist or a "things customers say" skit. The funny posts earn the follows and shares, and the helpful ones, like a quick how-to or what you'll need for this weekend's job, earn the trust. A mix of both keeps you top of mind between visits. TikTok is worth a real try here, along with Instagram and Facebook, and we've got more ideas in the social media content your business should be making.
Let the flyer and the seasons plan your posts
Your flyer cycle is a content calendar that shows up on its own. Every new flyer is a reason to post: a quick look at the feature product in your aisle, a staff pick from the deals or a reminder before the sale ends. The seasons work the same way. Spring gardening, barbecue season, back to school, fall cleanup, snow gear and holiday gifts come around every year, so plan for them early, shoot a few at once and you'll never be stuck for something to share.
Get the basics right on Google
When someone in town searches "hardware store near me" or "propane refill Perth," your Google Business Profile does the work. Keep your hours right, especially around holidays. List the services people look for, like key cutting, propane, paint mixing, rentals or delivery. Add fresh photos and answer your reviews. Our Google Business Profile guide covers every setting, and this one on reviews explains how to ask without feeling pushy.
Show up around town
In a small town, community support is marketing too. The minor hockey team, the fall fair, the food bank drive and the Canada Day parade are all chances to be seen, and they make great content. Post about them, tag the organizers and thank the people involved. It shows the store is part of the town, not just located in it.
If your store also runs a building centre or lumber yard, give your contractors some attention of their own. New products, delivery reminders, contractor appreciation days and a quick feature on a local builder all speak to a very different crowd than your weekend DIYers.
We plan and shoot content for hardware stores, then write the posts and manage social media, Google profiles and ads. If you run a hometown store in Perth, Gananoque or elsewhere in Eastern Ontario, see how we work with hardware stores or book a free discovery call.
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