If you’re a small business with a very local focus, you need to find a way to stand out, especially if you’re in a crowded niche. People have so many options these days, and you can compete with other small businesses in your community, as well as big brands and franchises, and online retailers/service providers. Unless you have some sort of strategic advantage, you can’t get away with it if you’re not good at marketing. And, if your competitors are great at it, you’ll either start to lose market share or close your doors altogether. Let’s take a look at some simple things you could do to raise your business profile locally.
One of the best ways to get your name out there and establish your brand in the community is to host meaningful events. You can start a festival, hold a one-day concert, or host an annual picnic. Sporting events can also work on it. Or, depending on your business, you can hold competitions with local schools. You can then use these events not only to raise awareness of your brand, but also to showcase your products and/or services to the public. You could have booths, for example, or ask people to donate goody bags with your promotional materials and merchandise.
An added benefit of these types of events is that they will get you more exposure and brand mentions in local media and social media, which will ultimately boost your local SEO. This brings us to our next point.
Work on local SEO
Local SEO and SEO in general should be a priority for your business. SEO means search engine optimization, and local businesses that don’t take the necessary steps to have the highest possible visibility on local search results will often be eclipsed and outdone by those that do.
The very first thing you should do now is claim your Google My Business page if you don’t already have one. If so, you might want to look at your “business” description and see if you can naturally incorporate high search/purchase intent keywords to make things easier for search engine crawlers. .
Then look your NAP information (name, address, phone number) and make sure it’s consistent across all online real estate you own or have control over. This means your blog, website, social media pages, and any directories where you control your contact information.
Next, you need to generate positive reviews because the number and quality of reviews will have the biggest overall impact on your visibility in the local pack.
Now would be a good time to set up some sort of loyalty program so you can collect contact information from your customers. You can also encourage people to sign up for your newsletter after purchase. This will allow you to follow up via email to encourage people to comment. Also, try to get people in your store to review your business by adding it to your packaging or mentioning it on your invoices.
Use branded vehicles
If you use vehicles for your business and they are unbranded, you are leaving a lot of money on the table. Branded vehicles are one of the most effective and proven ways to promote your business. The best part here is that you only have to make a one-time investment and you will get dividends every time your vehicles are on the road.
If you are located in the city of Gloucester and you are looking for a good supplier who will brand your vehicles at a good price, you should consult a vehicle marking service like Sign Man in Gloucester. They also offer signage to help revamp your image and give you signs that match your branded vehicles.
Offer special offers
One of the easiest ways to attract people to your business is to offer them a special offer. Distribute coupons to people in your neighborhood, either directly or through the mail. Also use discount codes and promotion services such as Groupon.
Groupon can be a very powerful tool to promote your business. And, since you can offer group deals, you can introduce your brand to multiple people at once who will usually be from the same area. Then you can get all that good word-of-mouth marketing if you give them a good experience.
These are marketing techniques that any small business can and should use to get their brand out there locally. Most of these methods also fail to recoup much of the investment, so see which would work best for your business.