You are possibly aware that brand consultants and advertising agencies cost a fortune to hire. That is primarily because they can position a company as a credible brand in the minds of the people. It all boils down to perception. Only a section of your target audience will know for a fact that you offer reliable products or service. From the hospitality industry to retail, you will have some repeat customers. But you cannot plan the perpetual growth of your company unless you reach out to more people. That is what brand positioning does. It provides small businesses the foundation where more people would get to know about them and would want to try their products or services.
Let us begin with a fact. Local small businesses don’t have the spare cash to hire brand consultants or advertising agencies that can craft an image of the company and reach out to millions of people. Hence, there have to be some smart and affordable ways to do the same. An inexpensive medium is the virtual world. Here is how small businesses can position their brands online.
- A small business must begin with online profiles. Come up with profiles on social networks like Facebook and Instagram, social media sites like Twitter and classifieds that are of relevance to your industry. From Yelp to eBay, Amazon to the good old Yellow Pages, having a profile marks the beginning.
- Start engaging with your target audience. One of the most effective ways to engage people is to invite those who have dealt with your small business to share their experience. From reviews to testimonials, online endorsements via likes or shares to providing valuable feedback, there are many ways to interest your audience to comment on your business. When you start engaging with your audience, you will gradually create your presence and that would be felt by others in your target market.
- Use the online space to share what your business stands for, what sets it apart from the rest and how you can benefit the lives of your target audience. It could be via email marketing or social media posts, blog posts or videos published on YouTube. Target your online followers and entice them to check out what your small business is about.
- Local small businesses have the unique advantage of garnering the support of residents and noncompeting businesses in the area. That is one weapon you can easily harness online.