If you are a small business owner, modern marketing methods can present a difficult challenge: they are focused around online advertising and social media, which can seem like dropping a pebble in the ocean. However, there are plenty of straightforward ways you can promote a small business locally.
Here are some tips for promoting your business in the local community.
Optimise your business for local web searches
One simple step that many small business owners don’t take is to deploy localised SEO. This is not a massively technical or time-consuming process, and Google, which is responsible for about 80% of web searches in the UK, has dedicated free My Business accounts which make it easy to claim and verify your listing.
Optimise your Google My Business listing by including relevant keywords, such as your business name, sector, and a brief description of your products and services. Make sure that you select the right category for your listing, otherwise it won’t show up when the relevant search terms are keyed in.
Adding photos and positive customer reviews will help to boost your profile and help to show customers that you are an authentic and trustworthy business.
Don’t ignore print advertising
Print advertising may seem a bit 20th century, but it is still a mainstay for local business marketing. You can advertise in the local press, or arrange for a leaflet drop of your core customer base.
Make sure that your leaflets are professionally produced—using graphic design printing services if possible. Remember that this is your chance to make a good first impression on potential customers, and reassure existing ones. Badly pixelated images, poor quality paper, and overcrowded content are going to have the opposite effect.
Consider sponsoring a local group
Small businesses will often sponsor a local sports team or society, by paying a monthly or annual fee in return for the company branding on the teams clothing, equipment and so on. This is a great way to raise your profile in the local community, and show that you are actively involved in supporting local people.
Attend local events
Most areas have an abundance of fairs, shows, exhibitions, and markets going on, especially around holiday periods. Take advantage of these whenever possible, or even consider arranging one yourself. Invest in a branded exhibition stand, roll-down posters, and a supply of business cards or flyers to give out to visitors to your stall.
When commissioning the design for your stall, make sure that your company name and logo is large enough to be read at a distance —at least 100 yards—otherwise it is likely to be overlooked. Under the company name, include a brief tag line in clear, easy to read font, which states what the company does.
Don’t be tempted to reduce the font size to cram in more information; it is there to attract attention, rather than to start selling the details. When interested visitors stop by, you can roll out your sales pitch in more depth, maybe with some branded freebies to give away, such as pens, keyrings, or even clothing.
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