In the past few years, numerous consumers have actively chosen to patronize and endorse their local business community by “shopping small”. Based on a recent study by Nielsen, 12% of global consumers opt to exclusively purchase items from small or medium-sized businesses. Moreover, an additional 26% of global consumers unintentionally become patrons of small businesses, purchasing from them when it suits their convenience.
To appeal to consumers who prefer shopping at small businesses, use these strategies to take advantage of both incidental and dedicated small buyers. This is because consumers back small businesses for a range of reasons, such as their lesser environmental footprint, superior customer service, and distinctive offerings that are frequently sourced more sustainably than products from large retailers.
1. Emphasize your Value
Marketing to consumers who have an existing interest in purchasing from small businesses is a good approach, but it does not guarantee that customers will come to you on their own. You still need to demonstrate why your business is deserving of their support.
In order to showcase why your business is the superior choice, you should first establish your value proposition, which refers to the distinct qualities that set your business apart within its specific market. Seek opportunities to distinguish yourself from competitors in order to catch the attention of consumers.
2. Understand and Target the Right Audience
Targeting the right audience is crucial for a successful business owner as they understand their audience and know how to market to them. Although some entrepreneurs believe that anyone can be a buyer, achieving better outcomes can be achieved by focusing on the right audience.
Instead of placing emphasis on the quantity of customers you reach, place emphasis on the caliber of the customer. Acquire knowledge about the online and community locations where your target audience gathers, and use this information to decide where and how you’ll engage in advertising.
3. Pursue Local SEO Strategies
To effectively reach and appeal to local customers, implement SEO techniques that prioritize geographical targeting on your website. This approach will enhance your business’s presence in local search results, increasing its visibility. Frequently reference your community or region online, and integrate keywords and phrases that align with the local market’s search queries.
To ensure that your business reaches the right audience and improves its search ranking and performance, it is important to update and keep relevant the website title tags and meta descriptions.
Engaging with the local community provides chances to encounter neighbors and form connections, cultivate loyal customers, and enhance business.
4. Use Multi-Channel Engagement to Promote
To ensure that customers have ample opportunities to familiarize themselves with your business and its offerings, it is important to have an active presence on social media. Additionally, it is advisable to establish a website or blog where customers can gather information, make online purchases, and communicate any inquiries they may have. By increasing your online presence, customers will be able to find you more effortlessly without any artificial means.
Do not underestimate the effectiveness of word-of-mouth advertising. If you keep your customers satisfied, they will tell others about their positive experiences, enabling you to reach, convince, and convert new customers.
5. Stay Involved in the Community
By getting involved with the local community, one can have the chance to meet neighbors and build connections, which in turn leads to establishing a loyal customer base and enhancing business growth.
By sponsoring local groups, like a local recreational sports team, or hosting community events, such as educational activities for children or town cleanup events, you can effectively increase brand recognition and generate more publicity for your business. This will promote your name and attract potential customers, making it a great way to participate.
6. Create a Strong Brand Identity
In order to establish an emotional connection with customers, it is important that your brand aligns with your values and mission. This can be achieved by creating a consistent brand message and visual identity, such as a logo and color scheme, which should be applied consistently across all your marketing materials. By doing so, your brand will become easily recognizable, memorable, and able to foster a connection with customers for your small business.
7. Offer Excellent Customer Service
To ensure customers come back and endorse your business, it is important to provide them with good treatment. This can be achieved by training your staff to offer friendly and supportive service, as well as equipping them with the necessary tools and resources to swiftly and efficiently address customer problems. Furthermore, by promptly responding to customer complaints and feedback, you can demonstrate your appreciation and respect for your customers.
8. Build a Website
When creating your website, it is important to make it professional and easy for users to navigate. It should contain all the necessary information for customers to engage with your business, including details about your products and services, contact information, and operating hours. It is crucial to ensure that your website is optimized for search engines and incorporates noticeable prompts for visitors to take action, such as buying a product or subscribing to your email list.
9. Partner with Other Businesses
To expand your brand and reach new customers, it can be beneficial to collaborate with businesses that complement yours. You may want to consider joining forces with a local store or organization, or teaming up with another company to create a joint promotion. It is important to select a partner whose values and target audience align with yours, and to clearly communicate the objectives and advantages of the partnership.
10. Use Email Marketing
One effective method to keep customers informed and engaged with your business is through email campaigns. You can create a list of subscribers by providing incentives like exclusive promotions and discounts.
If you would like guidance on email marketing fundamentals, you may find value in enrolling in my course The Ultimate Guide to Email Marketing. It is essential to consistently send customized emails to your subscribers and utilize list segmentation to effectively communicate with different customer groups.
11. Host Events and Promotions
To entice customers, organize special events and promotions including sales, contests, and giveaways. Design events that draw in your intended audience and offer them valuable experiences, like workshops or open houses. Utilize various channels, such as social media and email marketing, to advertise your events and extend their reach to a broader audience.
12. Ask for Referrals
One way to attract customers is by asking satisfied customers to recommend your business to their friends and family. You can motivate them to do so by offering incentives like discounts or rewards for successful referrals.
It is important to make it easy for customers to receive rewards when they refer your business. Additionally, you should monitor the progress of your referral program and make necessary adjustments in order to enhance its effectiveness.
13. Use Paid Advertising
If you need assistance in setting up and managing your pay-per-click (PPC) campaigns, consider collaborating with a marketing expert or agency. Optimize your strategies by selecting keywords and demographics that are relevant to your target audience, and monitor the outcomes of your campaigns in order to reach a wide audience and increase website traffic.
14. Collaborate with Influencers
To expand your reach to a large and interested audience, consider collaborating with social media influencers. Select influencers whose followers match your target audience, and provide them with incentives like exclusive promotions or complimentary products.
To ensure the success of your influencer partnerships, it is advisable to monitor them and also consider collaborating with multiple influencers, aiming for a broader audience. It is worth noting that one does not necessarily have to target the most popular influencers; engaging with micro influencers can be highly advantageous for brand expansion. For further guidance, you can find useful articles from me here and here.
15. Invest in Content Marketing
To attract customers, it is important to create content that is both engaging and informative, catering to your target audience and showcasing your expertise in your field. This can be achieved through various formats such as blog posts, videos, eBooks, and other valuable content that assists them in problem-solving.
In order to establish your business as an authority in your industry and attract customers, consistently create and share high-quality content on your website and social media platforms. Additionally, utilize keywords and other techniques to optimize this content for search engines.
