By Olivia Adams, Sentinel Solutions.
Being a business in the local economy is a wonderful way to foster community development and help boost the vibrancy of your environment for its residents. Local businesses are the backbone of most communities, providing economic growth, job opportunities, and enhancing the overall prosperity of the area. If you are a local business owner, you know how your efforts can impact the economy around you, but you may also be aware of the difficulties you can face when it comes to differentiating your brand from your competition. In this blog post, you will learn how to highlight your brand authentically but also strategically to acquire the traffic you deserve.
As a local business owner, it is critical that you know and can effectively articulate your business’s unique value proposition. Clearly communicating to your customers what sets your business apart from your competition can be a difficult topic to navigate, but there are several strategies you can leverage to make this conversation less daunting.
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What is Your Story, and Are You Showcasing it?
It is important to begin with a strong brand story that emphasizes your business’s mission. When people feel a personal connection to your story of origin, they are much more likely to become loyal customers. Think about what brought you to build roots in your local economy—keep it real and honest. This is an area of weakness for big box conglomerates, who often can’t connect with their customers on a personal level. Your business can go beyond the transactional sale to build memorable experiences that harbor good rapport and loyalty from customers. If your business is passionate about sustainability efforts for the community and is involved in and/or participated in community incentives, this is something that should be voiced. When you give back, it shows and is appreciated by your local shoppers! Shoppers who prioritize buying local tend to care about making their local economy flourish and are more apt to be cognizant of environmental practices and social responsibility. The better you can convey your message, the better your customers can relate to your business.
Know Your Target Audience.
Once you’ve created your unique value proposition and story, begin to find ways to resonate with your target audience. This is where brand identity, customer service practices, and engagement with the local economy become critical. Familiarize yourself with your customers and learn how to cater to them effectively. Focus on delivering a customer experience that goes beyond their expectations to make their experience at your business memorable. Being open to feedback is a great way to show you value their thoughts, preferences, and opinions, which is information you will need to elevate your business.
Leverage Digital Marketing.
The best way to remain competitive is to penetrate the market by reaching as many potential customers as possible. The only way to achieve this in today’s world is through leveraging digital marketing incentives. If you haven’t already taken the step to branch out into the digital space, you are missing a large population of viewership. Building a strong online presence with your unique offerings is vital to staying relevant.
You will want to ensure that you have a user-friendly and intuitive website that showcases your products and services effectively. This will optimize your local and organic search. You will also want to make sure your website is up to date, has a theme that aligns with your business, and a brand that is captivating and recognizable. Once you have accomplished these steps, set up a social media page (if you don’t already have one) to promote your business and engage your customers with your brand. Search engines are how most people find what they are looking for these days—including local businesses.
If you neglect to optimize local search, you are letting go of the prospective clients who intend to buy local. To be competitive, your business will need to rank high on search engine results pages (SERPs) to drive traffic and increase visibility to your brand. When someone does a search for products and services in your local area, you want your business to show up first because it will increase your potential for a sale. There are several local search strategies that can help your business rank higher. Some strategies include producing quality content online, keyword targeting, optimizing for mobile through SEO services, managing reviews, and increasing page speed.
Keeping these key elements in mind when positioning yourself in the local economy will be beneficial in helping your business stay competitive. The best way to stay ahead is to focus on your business’s mission and present it in a palatable and incentivizing way for your target audience. Learning how to adapt to market changes and challenging conditions will enable your business to be resilient. Resiliency in today’s market looks like leveraging technology and innovation as a main component to making this shift happen so that your business does not becoming stagnant in your economy.
If you’d like to learn more about brand differentiation through leveraging organic search, SEO, keyword search, and more, please give us a call or email us here at Sentinel Solutions. We are experts in media and effectively incorporating these tactics into the marketing mix. We can help you build a compelling campaign that engages your audience and drives sales.
Give us a call if we can help at 603-352-5896 or e-mail to Advertising@SentinelDigitalSolutions.com. We’re here to help you succeed.
Additional Resources:
- Is Branding Important to Your Local Business?
- Where Does Storytelling Fit in Your Branding Strategy?
- Why Does Your Local Business Need a Strong Digital Presence?
- How Small Business Can Leverage Social Media Marketing
Olivia Adams, Sentinel Solutions. Born and raised in the Monadnock region, Olivia attended NHTI where she graduated with an associate’s degree in business administration. She then went on to earn a bachelor’s degree in digital marketing from Southern New Hampshire University. Olivia enjoys connecting and helping others, finding creative ways to solve problems, and having a positive outlook to harbor a healthy atmosphere. As part of the Sentinel Solutions sales team, she enjoys working with SMBs to help them achieve their marketing objectives. Outside of a professional setting, Olivia enjoys painting, the great outdoors, spending time with family (including her new puppy), and practicing yoga.
