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5 Unexpected Ways to Increase Small Businesses Brand Awareness
For decades, small businesses had a fairly limited – but effective – arsenal of marketing
strategies at their disposal. Print ads, radio air time, and local television advertising were tried
and true ways to build an audience and increase traffic. However, technology has had an
incredible impact on advertising, marketing, and audience perception, and many small businesses
are wondering how to get the word out.
Why don’t the old methods work? Simply put, they’re quickly becoming obsolete, and their
reach is rapidly dwindling. Newspaper circulations have dropped off dramatically, and more and
more consumers are taking a much more individualized approach to their entertainment. They’re
listening to their own music collections and watching shows recorded from the DVR. The end
result is a much smaller audience for traditional advertising streams, which means businesses
have to get creative in how they reach new customers.
So how can you reach your customer base and build your business? The key is in leveraging the
technology that brought all this change about in the first place.
Build Your Web Presence
It’s no secret that you need to have a website; if your business doesn’t have one, you’re missing
out on a great source of new business. A lot of small business owners think that they’re too small
or too local for a website, but the truth is, an enormous number of customers use the internet to
search for businesses like yours. Even a very simple and straightforward website is better than no
website at all, but remember, appearances count online, so a clean, attractive, up-to-date design
is an important way to boost your target audience’s confidence.
Social Media: Take it to the (New) Airwaves
Radio used to be the sounding board that many businesses used to build brand awareness and
interest. Today, social media is the modern equivalent of broadcasting to the masses. A strong
social media presence is an excellent and effective way to reach your audience. The key to
successfully using social media to market your business is engaging your audience. Avoid
making the conversation all about you – talk about the things your customers care about, even if
they’re not directly relevant to you. Consider your target audience and what their interests are.
Remember that conversation is a two way street – ask your audience for their opinion, create
content that appeals to them, and stay genuine. However, it’s important to remember that
everything you say on social media can be amplified exponentially, so keep your message
positive and professional at all times.
Find your niche
Even if your business follows a very standard model, chances are there’s a niche market you can
focus on to really set yourself apart from the competition. If you sell pet supplies, you could
highlight your organic pet food products or your selection of accessories for the pampered pet.
An attorney can call attention to his ability to provide bilingual services in area where demand is
high. Finding your niche doesn’t mean tuning out your more traditional customers, it simply
means finding a corner of the market that makes your business unique – an especially important
consideration if you have a lot of competition in your area.
Give your business personality
If you think of some of the biggest name brands, chances are you associate a certain personality
with them. Perhaps a particular phone brand is seen as hip and cutting edge, while another is
strongly associated with business professional on the go. An online store might have a
reputation for being irreverent and quirky, while its competitor might be known for its excellent
customer service. These corporate personalities help consumers recognize and identify with
these brands. Small businesses can benefit from the same approach. Your company’s personality
doesn’t have to be over the top to be effective, but it should be something that complements your
business, your industry, and your market. A consistent corporate image can go a long way in
helping customers recognize and remember you – and recommend you to their friends and
colleagues.
Use old tricks in new ways
While technology has changed the way we reach our audiences, there are still time-tested
strategies that still work, if adapted to the digital age. Promotions such as coupons, specials, and
sales are a great way to drum up interest, and technology can actually increase their
effectiveness. Market your specials on your website and social media profiles, and encourage
customers to pass on the word. A great deal can generate a lot of interest, and technology makes
it easier than ever for consumers to share the bargains they find. Make sure your specials provide
true value; today’s consumers are savvy and can easily recognize when a deal is only superficial
in value.
While technology has changed the way companies market their businesses, in the end, it provides
an excellent opportunity to reach customers in new ways. By understanding the role technology
plays in small business advertising, how customers use it to make buying decisions, and how it
can help you grow, you’ll soon discover that being creative can help your business succeed.
Summary: While technology has had a dramatic impact on marketing for companies of all sizes,
these five tips can help you find creative ways to build your audience and grow your business.
Company Bio: For over 25 years, A Work of Art, Inc. has served clients as a full service Fort
Lauderdale web design company. With services that include web design, social media marketing,
search engine optimization (SEO), branding, and advertising, A Work of Art, Inc. helps clients
turn their small businesses into high growth companies.
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