Targeting those who matters
A blanket approach in marketing is desirable but sometime unattainable. This statement is true specially in the case of small businesses. Though marketing on a much larger scale is definitely good for the image of the business, the costs involved in it might not be bearable in small firms.
This constraint in budget compels small businesses to use small business marketing strategies that only cater to those who matters. Operating in a large city? Why not start your marketing strategy on your community first? If you think about it, the people in your community are the ones who do matter for your business.