BBB Advertising & Marketing Guide for 2026

Business Boost: ®

Advertising & Marketing Guide

Better Businesses Plan Ahead

• Marketing Trends for 2026 • Customer Review Solutions • Creating Lasting Community Impact

Planning Ahead: Marketing in 2026

Welcome to a valuable resource dedicated to Accredited Businesses like yours, offering unique insights into marketing strategies for 2026. On each page, you’ll discover best practices and tips to bolster your brand using resources and opportunities exclusive to BBB Accredited Businesses.

Marketing is an ever-evolving asset to your business, and it’s important to stay up-to-date on current trends and strategies. Your BBB crafted a useful checklist to guide you through your marketing planning for you to stay on top of your game in 2026.

Prioritize Video Marketing

Video marketing is continuing to grow in popularity. Use video to showcase your products or services, create engaging content, and improve your search engine rankings.

You can showcase up to three videos on your BBB profile.

Emphasize Personalization

Personalization will continue to be a key trend in 2026. Use customer data to tailor your marketing efforts to individual preferences and behaviors.

Invest in Influencer Marketing

Influencer marketing is becoming increasingly important, especially for reaching younger audiences. Consider partnering with influencers who align with your brand values and target audience. Explore opportunities to partner with BBB, an authoritative resource with a deep local audience of your customers.

Prepare for Conversational Search Customers now search by voice and chat.

Optimize for natural questions, and let BBB Directory Listings make your business easier to find.

Harness AI for Small Business Marketing

Put AI to work for you; save time, build Trust, personalize outreach, create content, answer customer questions 24/7, and anticipate customer needs to stay competitive.

Measure & Analyze Results

Finally, ensure you’re measuring and analyzing the results of your marketing efforts. Use data to optimize your strategies and improve your ROI.

On each page in this edition you’ll discover marketing best practices and tips to build your brand through BBB resources and opportunities in 2026.

FREE basic listing for ALL businesses!

Build Your BBB Business Profile

Want to show potential consumers that your business is the real deal without them struggling to find you? Your online BBB Business Profile is the perfect way to show consumers you’re a business they can trust. Your BBB Business Profile can help them find you with ease! All businesses can set up a FREE basic listing. *Image portrays an optimized Accredited Business Profile

Increase Your Visibility as a TRUSTED Accredited Business Your BBB works with nearly 5,000 Accredited Businesses annually to grow their businesses on a budget. To celebrate and showcase that you are the Sign of a Better Business, we offer budgetfriendly marketing opportunities exclusively to our Accredited Businesses. We even provide free design services for you!

TV Campaign

Digital Billboards

Spotlight your Accredited Business in our BBB TV Commercials that air on major networks across Central Ohio. Select the week you would like to participate and the network your ad will show on, we do the production and placement for you!

Showcase your local Accredited Business with BBB’s digital billboard campaign. Boost your exposure while building your recognition as a TRUSTED business. You’re sure to be seen with your individual billboard message rotating throughout Central Ohio.

Radio Ads (NEW)

Google Display Ads

These ads encourage local consumers to look for “The Sign of a Better Business” and include our participating Accredited Businesses as an example of a business showing their sign. Pick the week that works for you, and we will produce the audio ads for your business.

BBB.org Ads

Ads on BBB.org place your business listings in prefered ads when consumers are searching specifically for the services or products you offer in their area. This offering celebrates your Accreditation and allows consumers to click on the ads to learn more about your business!

We also offer Logo Placements and Basic Video Creation as well as Banding & Design Services.

Targeted to users on Google’s Display Network, these animated banner ads display to those that have a recent search history of your products/ services! We can link these to your Business Profile Page or your website.

BBB Makes Managing Reviews Easy Get the FREE APP!

Discover the BBB-backed Review Solution app— a hassle-free way to collect impactful reviews. It sends consumers a simple text with a link, so they can effortlessly share their experiences without barriers. Don’t chase reviews; learn about Review Solutions now and boost your business! Accredited Businesses can download the Review Solution app through their BBB Profile Page.

Download the FREE App and get started today!

Customer Reviews and Relationship Building Growing Your Brand through Customer Reviews

Customer reviews will be vital for marketing success in 2026. BrightLocal reports that 87% of consumers read online reviews for local businesses, with this number expected to rise. Positive reviews build trust (72%) and carry as much weight as personal recommendations (88%).

These numbers emphasize how vital consumer reviews are for trust and credibility, and prioritizing them can lead to increased success.

BBB makes it easy for you to gain legitimate and verified reviews. Leverage Review Solutions - its a free app that makes asking for and collecting reviews simple and quick.

Create Lasting Community Impact Sponsoring non-profit and community events isn’t just a feel-good move; by teaming up with organizations like your BBB, companies get a chance to showcase their caring side while reaping tangible business benefits. It’s a smart marketing strategy that can enhance a company’s image, make valuable business connections, and attract quality talent.

Business Benefits of Sponsoring Charity and Community Events Improved Brand Reputation

People love companies that give back, and studies confirm this connection. Research from the Journal of Business Ethics shows that businesses known for their social responsibility - who consciously give back - enjoy a significant boost in reputation, helping them stand out in a competitive market.

Additionally, 61% of respondents in a Forbes survey (2024) reported that their loyalty is strongly influenced when a company’s actions reflect their own values.

Businesses can readily show their commitment to social responsibility, gain customer loyalty, and improve brand recognition. Sponsoring trust-worthy business practices programs like Better Business Bureau’s Center for Character Ethics programs helps businesses build trust with their customers and connect with other businesses that share their values.

Increased Brand Awareness

Supporting a charitable cause also has a significant impact on a company’s reputation and bottom line. Nearly 90% of consumers are willing to switch brands if a company supports a cause they care about (Cone Communications 2017 study).

Attraction of Talented Employees

Community-impacting sponsorships can also help businesses attract and retain talented employees. According to a report by Deloitte, 70% of millennials consider a company’s commitment to social responsibility when deciding where to work. So, sponsoring community events isn’t just a win for the business; it’s a high-five for the whole crew!

There’s a way ANY SIZE business can participate affordably!

Sources: Top Customer Experience Trends in 2024. (2024). Forbes Advisor.

Cone Communications. (2017). 2017 Cone Communications CSR Study.

Deloitte. (2020). Deloitte Volunteerism Survey 2020.

Elevate Excellence: Empower Today’s Trusted Businesses and Tomorrow’s Leaders By becoming a sponsor in one or more of these esteemed initiatives, your business not only gains valuable exposure but also becomes a catalyst for positive change. Elevate your brand’s reputation, engage with emerging leaders, and leave an indelible mark on our community’s future.

2026 BBB Sponsorship Opportunities: Toast to Trusted Leaders Supporting our Center for Character Ethics Programs means contributing to a community of trustworthy organizations. By sponsoring the 2026 Torch Awards for Ethics and the 2026 Spark Awards, you encourage and celebrate organization that embody the values of ethics, honesty, and authenticity.

Through the Torch Awards for Ethics, your sponsorship highlights local companies that exemplify a commitment to ethical practices. And the Spark Awards recognizes young business owners who lead with character and integrity, making a positive impact on their communities.

Sponsorship Opportunities:

Premier Event Sponsor (Exclusive) Ethics Sponsor (Exclusive) Trust Sponsor Leadership Sponsor Toast Sponsor

Students of Integrity Scholarship At the heart of our mission lies a commitment to fostering character, integrity, and leadership in the next generation. Since 2002, the Students of Integrity scholarship has stood as a beacon of recognition for exceptional high school seniors within our 21-county service area. These students embody the very essence of integrity, blending academic achievements with community service and personal excellence.

Sponsorship Opportunity:

Scholarship Sponsor (Exclusive Title Sponsorship): Stand out as the event’s premier supporter, enjoying prominent logo placement, event tickets, and high-visibility branding across platforms.

Laws of Life Essay Contest Contribute to the character development of Ohio’s youth by sponsoring the Laws of Life Essay Contest. This Center for Character Ethics initiative challenges students in grades 6-8 to reflect on life principles that guides their behaviors and choices.

By joining as a sponsor, you encourage young writers to explore their values, fostering empathy and self-discovery. The contest integrates seamlessly into school curricula, aligns with state and national literacy standards, and hones critical writing skills essential for their journey ahead.

Sponsorship Opportunities:

Premier Event Sponsor (Exclusive Sponsorship) Leadership Sponsor (Exclusive Sponsorship) Character Sponsor

Contact: Ali Bahns,

Together, let’s empower the leaders of tomorrow and build a better future.

Director of Regional Marketing & Promotions, abahns@centralohio.bbb.org or 614-754-4572

Notes

Notes

BBB of Central Ohio 1169 Dublin Road Columbus, OH 43215 BBB.org