Great branding for local businesses is more important – and more complicated – than ever. Brands and businesses are in a constant competition to snap up the space and attention needed to keep themselves relevant and profitable. From social media to online advertising, customers are faced with an excess of brand messaging every day.
For small business who have to compete with national companies, building a strong brand reputation will be key.
To put your brand at the forefront of the marketing rat race, consider these crucial tips:
Don’t Try To Compete (Directly) With Large Businesses
Perhaps you’ve got bigger dreams for your small business and want to see it expand to a global franchise. As you start to build your brand reputation, keep the big goals in the back of your mind, but focus on what your current strengths are. Too often small businesses attempt to face off with national brands only ultimately find themselves left in the dust.
Consider what you have to bring to the table. Local businesses have the advantage of being able to offer a service that so many larger brands cannot. Consumers largely value local businesses over chains for the quality, service and trustworthiness. Take advantage of these expected qualities and promote them as synonymous with your brand. Portray your local business as the best friend that pays attention and offers personal service that the big box stores can’t – and actually follow through! As a local business you’re in on the inside jokes, neighborhood quirks and interests in a way big businesses could never be.
Ask Customers To Provide Positive Feedback
Every business owner is aware of the work a customer review can do for their brand. With 88% of consumers valuing online reviews as much as personal recommendations, there’s no doubt reviews can make or break you. Whether you’ve signed up for these sites or not, be aware that customers are sharing their experiences with your brand. Monitor and sign up for sites like Yelp, Angie’s List and Trustpilot to keep up with what’s being said about your brand.
Promote positive conversations by encouraging happy customers to write about their experiences. Consumers know local businesses thrive on good reviews, but few make them their priority. Besides offering an unbeatable customer experience, give patrons a reason to review your brand. Asking nicely almost always does the trick, but if you need to, offering customers incentives for the positive reviews they write should get the ball rolling. To simplify and optimize this process, you may want to look into online review management services.
Keep An Updated Website
Consumer research doesn’t end at online reviews. Fifty percent of consumers will look at a local business’s website when considering their services. Consumers use local business sites to learn about a business’s menus, rates and services. It’s crucial for local businesses to create a website and regularly maintain it; if your local business lacks a website, it could be assumed that you’re behind on tech, or even negligent in upkeep. A well crafted website will tell your brand’s story, have relevant content and include social media links. Add a blog to your site in order to improve search engine results and keep your audience interested.
Lastly, make sure your critical details, such as prices (especially if customers are able to place orders over the phone) are up to date. Any customers who are shown lower prices on your site than what their bill reflects can have a legal case against you.
Keep Up With Your Community Online
Small businesses will have to nail social channels if they intend to keep up with competitors. Online engagement and communication with customers are key to any brand’s success. For local businesses it’s an ideal way to build awareness and advertise what your brand values, and the experience customers can expect. Use social media to increase the connectedness of your brand and convert one time customers into loyal consumers.
Use Content To Show Consumers You’re An Expert of Your Field
Don’t expect consumers to give you slack just because you’re not a big box store. Expectations for local brands are high. Consumers assume local brands will give them personalized, high-quality products and services that bigger brands won’t – and that their staff will be more knowledgeable than department store workers.
Demonstrate your expertise by creating informative online content that is relevant to your business. If you’re business is a baker, publish posts about cooking and party-hosting techniques. If you offer a massage service, write about the importance of strong physical health. Newsletters and blogs can prove to followers that you know your business and that you can be a valuable source of knowledge to them. Good content will act as an advocate for your brand and earn consumer trust.
As a local business, you have the advantage of already having a very specific audience, who, in most cases, will search for your services directly. However, it’s also up to you to prove to them that your brand is better than the national chain alternative. While most people like supporting their community businesses, they won’t sacrifice their experience or the quality of their purchase for it. Prove you’re knowledgeable and high quality, however, and your business will know no bounds.