Being a local business can feel like a bit of an uphill struggle to say the least when you consider all the big chains that dominate the market. After all, they’re the ones with the budget, the brand recognition, and the resources so it’s clear they’re going to be able to market themselves in a way you just can’t. However, there’s something you’ve got that they don’t have, and that’s heart, personality, and the ability to connect with your community in ways they can only dream of, and that’s what you need to focus on. With that in mind, here’s how you can use your strengths to stand out and compete with big chains no matter what size your local business might be. Read on to find out more.
The problem with big chains is that they’re really what you might call ‘cookie cutter’ businesses. In other words, they’re the same no matter where you go, and while they might think of that as a positive thing (and it can be for some customers, that is certainly true), it’s not what a lot of people want these days, and you can use that to your advantage.
Your business is one of a kind, and that’s what you need to focus on – it might be your story that’s different, your personalized service, or the deep roots you have in your community that make you stand out, but whatever it is, you need to highlight that it is that makes you unique and make sure your customers know about it and love it as much as you do.
The truth is that even local customers often turn to Google before they try out a new store or business – they want to be sure they’re making the right choice, especially when there’s money involved. So since you can’t ignore that this happens, you’ve got to lean into it, and that’s why having a strong online presence is so important – when people use Google, you’ll want to be the business they find (and ideally, the one they find first).
You’ve got to take time to invest in a good website, and make sure it’s one that fits the story you’re telling. If you’re a mechanic, for example, you’ll want website design for garages so your customers instantly understand what you do and how you do it. A great website needs to showcase your services, share customer reviews, and make it simple for people to understand who you are and then to contact you or book an appointment and so on. And don’t forget to optimize for mobile users or you’re going to miss out on a lot of business.
Big chains might have massive marketing budgets, but you’ve got the personal touch and that’s what you need to show off as much as possible. The good news is you can use social media to let people know all about this, connect with your audience, and keep your business at the top of their minds.
A few ideas to consider for your social media posts include behind the scenes glimpses of your team, celebrations, customer stories, and how-to videos – and that’s just a start. There are loads of things you can do and if you make sure you’re doing them well, your budget will hardly matter.
