Every day consumers are occupied with work, family, friends, social media, and life in general. Often, the hustle and bustle of the everyday groove can make it harder for small businesses to cut through the noise and reach their target audiences. To help small business owners navigate this ever-changing market, I’m sharing several expert PR tips on successfully reaching target customers.
1. Always Share a Smile
Finding ways to do good deeds in your community is a great way to boost visibility for your brand. Consumers seem to find more value in brands that genuinely care for people in their community, especially if the good deed is related to your brand. For example, if you own a coffee shop or sell exotic coffee online, send some to a local nonprofit in town or the administration at a local homeless shelter to show you care about the hard work they’re doing to support your community. Remember to utilize social media with lighthearted captions and make a creative display in your coffee shop, highlighting the initiative.
2. Offer a Better Price
Inflation, COVID-19, and the unsettled economy have consumers on notice that their dollars aren’t going as far as they did a year or two ago. So make sure your prices are competitive — or flat out better than your competition. Be open to customers who might shop at your competition and offer them an additional five percent discount as a thank you for sharing their feedback with you. Remember, it costs money to make money.
3. It’s Not Good Enough to Be “Cheaper”
Since prices have gone through the roof, just having a lower price isn’t always going to cut it. Consumers want to know that it’s worth their money even though they are spending less at your establishment. For instance, a Grandmother living in California intends to send T-shirts as birthday gifts to her grandchildren in Georgia but wants to be sure the gifts will last and not be a disappointment. Grandma needs to know your T-shirts don’t only cost less than your competitors, but they last longer because they are double-stitched at the seams, and you have a 90-day return policy.
4. Let Your Customers, Clients, or Potential Customers Know the Story Behind Your Brand
So this boils down to authenticity! Why did you start double stitching your T-shirt line? Was it because you once bought T-shirts, and they ruined in the first wash cycle? Maybe you sent T-shirts to a friend or family member and were embarrassed when they told you the T-shirts came apart in the first wash? Whatever the reason, let consumers know the story behind why it is you take those extra steps and how it benefits them.
Sandy Collier is the owner of Hey, Sandy! PR & Communications.