A company can spend significant amounts of time and money developing their brand and building their image, whether that’s online or in-store. However, if they can’t manage to get noticed, then all this work might be something of a waste.
In order to make the most of your brand and engage potential customers, it is vital to get noticed and get the word out about what your business is all about. Creativity and originality are crucial in order to make your business stand out from the crowd – this might require significant investment, but the end result could be extremely worth it.
Social media is the obvious first step to increasing brand visibility and can deliver enormous value at very little cost. Crucially, your business will need to consider which social media site (or sites) are best suited to your specific needs.
If you want to mainly show off a visual element of your business – for example, if you’re a bakery showing food or a greetings cards business showing your designs – then Instagram is the obvious choice.
LinkedIn, on the other hand enables you to publish blog content and establish yourself as a thought leader within your industry. You can also initiate discussions about industry trends. Alternatively, X (formerly know as Twitter offers) a more informal and relaxed platform for sharing news and engaging with consumers. No matter which platforms you choose, maintaining the appropriate tone is crucial for effective user engagement.
Once you’ve chosen which platforms to focus on, developing the content to post on them is key. Social media platforms thrive on content. Showcasing your expertise and skill in what you do, as well as perhaps the human side of your business, is essential, and content serves as a powerful means to achieve this.
Blogging about your business, industry trends, or local news highlights your authority as a field leader. It can help establish your business as a trendsetter that doesn't just participate in conversations but helps shapes them. Another option is to create video content providing a friendly, informal glimpse into your operations.
Quality content profoundly contributes to solidifying your brand identity in consumers' perceptions. When it's captivating, it becomes an invaluable tool for driving traffic to your website. Thus, aim for original, engaging, informative content that consistently reflects your brand image.
When your socials are flowing with content, the next important step will be to actually engage with your customers and followers. Few things frustrate consumers more than feeling ignored. Maintaining the integrity of your brand image requires meaningful and responsive engagement, particularly as a small business.
For instance, when faced with a challenge to your customer service on social media, don't evade it. Address the issue and work towards a resolution. Similarly, negative Google reviews should be acknowledged, with constructive responses taken into consideration.
Customising your interactions with customers is equally important. Balancing professionalism with approachability is key. Small businesses are attractive because they offer a more personal touch compared to larger corporations. Whether it's responding to emails, letters, or phone calls, convey a sense of genuine care for your business and its patrons.
You should also seek to engage locally where possible. After all, you might not exist exclusively online and establishing your business as a relatable, well-known presence within the community is a potent strategy. For a small enterprise like yours, integration into the local scene can significantly contribute to long-term success.
Explore avenues to stand out and avoid blending in as just another local business. Hosting events can be an excellent option for bars, restaurants, and galleries. It fosters connections within the community, promotes your offerings and adds an element of enjoyment.
If event hosting doesn't suit your business, don't let that deter your local involvement. Sponsor local charities, participate in community events, and generally make your presence felt. Ultimately, aim to establish a human connection between your business and the community, transcending a mere logo.