Starting a business is a difficult task these days. Being surrounded by many competitors, it can be easy to give up on your dreams and pursue something else instead. But why do people usually do this? The main concern is the inability to grow and expand a business, and one of the main solutions is local branding, which many business owners ignore.
Building a strong local brand is one of the most underrated tactics. Almost everyone aims to stand out globally, but the cost is usually high.
If you want to know more about local branding tactics, read on.
Benefits of Being Small
Being a small business isn’t a disadvantage. Small businesses are flexible and can respond quickly to changes in the financial ecosystem. They can be hit hard by things like cyber attacks and financial instability, but if they can keep going, they are quicker to bounce back.
And people love small businesses. They tend to be more personal and personable, adding to the unique flavor of an area. People mourn the closure of small businesses because they add character to any landscape, and it’s your duty to use local branding tactics for the longevity of your enterprise (if you want it to succeed, of course).
According to Hubspot, 88% of customers performing a local search on a smartphone make a call or visit within 24 hours. Furthermore, almost half of all searches on Google seek local information.
To make the most of clients who like the ethos, style, and proximity of local businesses, here are some local branding tactics not to miss:
1. Local Search Engine Optimization (SEO)
Since around half of Google searches are seeking local information, it’s wise to give people what they want. If you have a local business, make sure Google knows about it by listing it with Google My Business (now named Google Business Profile).
Make sure your information is up to date, including your contact details and opening hours, if you wish to list them.
Images help people know what to expect and make decisions about whether or not to visit the place, so ensure that you use several up-to-date, quality pictures. Watch out for large file sizes as they can load slowly and put off potential visitors.
2. Street Signage
Your business will benefit from an eye-catching sign. It’s a great way to improve brand awareness and brand recognition.
With a highly visible sign, you will make it easier for people to visit your location. This is a no-brainer for local businesses — if people can’t find you, you’re making it harder for them to give you their money.
What’s more, a place that’s hard to find leads to more potential customers arriving feeling frustrated or annoyed. This is not the first impression you want to create.
Your street sign becomes a part of the landscape, so make it convey clearly what your business is about, what it stands for, and how it operates.
3. Car Decals
Any business that has a brick-and-mortar location can benefit from a car window sticker, which is essentially a moving sign in the typical area of operation.
Whether the car is parked outside the business, at a nearby home, or in traffic — moving or otherwise — a car decal gets views, reaches out to potential customers, and improves brand recognition.
In terms of views, a car decal or wrap has some of the best ROI of any marketing technique.
Still, a car window sticker is not the place to say everything there is to say about your venture. Even if you go for a wrap of an entire vehicle, people can’t read much in traffic. Keep it simple. Try to give your potential customers something valuable, like something to smile about, a discount, or an insight into your product or service.
4. Charity and Community Events
Getting involved in charity or community events is a great way to have more people know about your place. At the same time, it will get you some kudos from association with a meaningful cause.
Whether your business is a sponsor, organizer, or participant, being involved in the community is an excellent way to show that you care. It also shows the community that your business exists and gets it extra attention and goodwill.
At events, consider using branding methods, such as posters and banners in information areas. Having items to give away can also help spread the word about your brand.
If your venture is involved in a charity, you must align it with the cause that matters to you without being too vocal about your products and services.
You might give away caps or T-shirts to those performing a sponsored run, for example, but it’s important not to put the charity in your business’s shadow. It’s vital to be authentic about your association with charities and local events. If you’re only doing it for visibility, it will show, and that will go against you.
5. Local Associations and Groups
There are many groups on the web that your business can join to learn more about the community and connect with it. Meetups, LinkedIn, and Facebook Groups, for example, are all good places to meet people with similar interests in a similar location.
Whether you want to run a seminar, have an open day, or create an informal meetup, this is a good way to get eyes on your brand and make connections with potential brand ambassadors.
Individuals and businesses alike should use due diligence when meeting in person people they’ve only “met” online. Nuwber, a people search site, can alleviate your concerns regarding participants of online groups and help create a safe experience for you, your staff, and your customers/clients.
Conclusion
Local businesses should use location as a selling point. It’s one of many things that will make them different than the competition.
Moreover, in a world that is increasingly connected and where more products and services are accessible online, making it easy for travel-ready customers to find you is a big deal.
At your street location, you have the opportunity to provide an ambiance, customer service, and experience that’s barely possible to provide online.
Use the above-mentioned local branding tactics to spread the word about what you do and help more of the right people arrive at your doorstep.
