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Although the big brands have had their share of the market for many years, times are changing and more and more people are deciding to go local and small. People are realizing that all the hype about big brands doesn’t really make them any better than small ones, it just means they have more resources to invest in marketing and advertising their products and services.
The online world has leveled the playing field as online marketing is relatively cheaper compared to traditional marketing. Small businesses and individual entrepreneurs can now use online resources to promote and spread their brand and effectively reach hundreds, even thousands of consumers and customers.
However, as a small business owner, it is more important that you focus on your locality first. These are the people who know him personally, who he interacts with in his community, and who can really become loyal to his brand.
And now you’re not limited to advertising on your local TV station or in your newspaper. People today often do their research online, using search engines and social media.
As a solopreneur, how do you focus your online marketing on the local? What are some strategies you can use?
1. Social networks
Social media is where most people interact today. Facebook has more than 750 million users and millions of people log in every day just to talk with their friends and participate in discussions. Facebook has even made some changes lately that may give local brands an edge. The social networking site has lessened the importance of the number of likes and has placed more emphasis on engagement through story-based content.
This means that even if a big brand has thousands of people who have liked their business Page, it doesn’t mean that their posts and updates will appear in these people’s feeds. And honestly, the number of likes a business page gets doesn’t really equal the number of sales.
The focus today is on audience participation. With great content, you can draw more attention to your brand and get your posts featured in your followers’ feeds. When your followers are interested, they can easily share the content with their own friends, spread the word and promote your brand effectively.
Solopreneurs should definitely take advantage of these changes and make sure they continue to engage their audience, especially local ones. These are the people who are most likely to get your products and services, so make sure you get them to engage with your brand by offering useful, relevant, and interesting content that encourages discussion and sharing.
2. Press releases
Many small businesses and solo entrepreneurs tend to overlook press releases as a means of promoting their brand, but many big brands use them and spread their message effectively. In truth, press releases are not just for large national businesses, but can be very effective for small businesses as well.
When you incorporate press releases into your marketing campaign, it really helps your brand get more attention. Given enough attention, these can eventually turn into more sales and customers.
Press releases can even attract the interest of your local newspaper or even the television station, who could then create a story about your small business. And today, many bloggers collect press releases for their blog posts, which can increase links to your site and draw attention to your brand.
Of course, you can’t just write a press release and expect it to be picked up. You should also promote it through your site, through your social media accounts and other networks. However, always remember that your press release must be noticeable enough to grab someone’s attention, otherwise it will be a waste of time.
3. Blog
Blogs are a great way to get great content and promote your brand. You want to build a following that are genuinely interested in hearing what you say and become loyal to your brand.
When it comes to blogging, a great message is important. Create a story around your brand that helps people relate to it, and soon you’ll have brand advocates and even brand evangelists going the extra mile for you.
Be sure to incorporate local news and events into your blog so that the locality can effectively engage with it and become interested in following you.
Truly, solopreneurs don’t have to go far for their clients, because their best clients are right there in their community. So make sure you use this to your advantage and focus on gaining the loyalty of your local customers.