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.