Social media is at the top of every list when it comes to tips for getting your brand noticed. Don’t get me wrong, social media should be a key component of your marketing strategy.
But, sometimes a more hands-on approach can score your small business big points.
Showcase Your Expertise
Service-based businesses have a unique and intimate relationship with clients. While offering the right service is a big part of why customers choose to do business with you, there is a personal aspect to customers’ decision-making process.
This is good news for you. Within 0.55 seconds of Googling “plumbers near me,” you’ll see an extensive list of local competition. Making it personal will help customers pick you.
Why? Because customers want a business they can trust to handle their taxes, work on their homes or walk their dogs.
To prove that they can have confidence in you and your business, you need to build brand awareness and showcase expertise in your area.
While this can all be done via traditional means, here are 3 ways to get your brand noticed that you may not have considered.
Be the Star of the Morning Show
A free way to showcase your expertise is by pitching your business to a local TV news station for an on-air segment.
Garnering a segment provides you with long-lasting credibility. Not only do you gain 5 minutes of uninterrupted airtime, but segments are typically posted online and pushed on social.
Plus, you can usually request a recording of the segment to share.
Bonus: Now you have what you need to post, “As Seen on TV” on your website.
However, finding yourself on the local news is about having the right pitch. You need to remember news stations are not giving away free ad spots. Segments are meant to educate the audience and provide value.
As a former TV producer, my suggestion: find a seasonal or holiday angle for your pitch. For instance:
- Plumbers can suggest teaching the audience how to prep older homes for freezing weather to prevent pipes from bursting.
- Accountants can provide audiences with tax tips in the spring.
- An esthetician may suggest a segment on proper sun safety as the days get longer and summer heats up.
- A landscaper could suggest ways residents can prep their lawns in the fall to encourage luscious growth in the spring.
The possibilities here are endless, but it all comes down to providing useful information to the audience.
Put Pen to Paper
If putting yourself out there on TV isn’t your thing, that’s OK. Not everyone loves the limelight. But that doesn’t mean there aren’t opportunities for you to showcase your knowledge. So, grab a pen and some paper, or more realistically your laptop, and get to writing.
If you’re looking to get your business noticed, a good way to do so is by reaching out to industry publications or complementary businesses and offering to write a guest blog.
Guest blogging is a fantastic way to grow your small business. Not only does it allow you to increase brand awareness and build relationships with other websites, but it helps to drive traffic to your website in order to boost your search visibility.
Plus having another site link back to your own will help boost your website’s SEO and increase traffic.
If you love writing and want something more consistent, consider reaching out to a local paper or city magazine to write a recurring column.
For example, if you’re a lawyer you could suggest a monthly advice column providing general legal advice to readers about what type of lawyer they should seek for various claims.
People use search at every stage of their customer journey. A great way to interact with your audience and generate leads is by being active on forum sites. This will not only get your brand noticed but you’ll become a useful source of information for potential customers.
Before you log on to forums sites like Quora or Reddit, do your research. One way to find online forums related to your businesses is with a quick Google search. Simply type “[your topic] + forum.” Instantly, you’ll hit a metaphorical pot of gold.
Here are some tips for choosing the right forum:
- Pick a forum that is related to your niche.
- Ensure the forum is active, getting a few new posts every day.
- Avoid forums filled with spam.
- Read all the posting rules and guidelines.
Once you pick a forum or two, it’s time to start providing value.
Pro Tio: Don’t start plugging your business right away. Rather, be helpful and provide detailed answers. It’s important to build trust before you start trying to drive traffic to your website.
Want a hands-free way to get your message to your customers? Try talking to them. Not picking up the phone, but chatting about topics in public spaces.
Try Your Hand at Podcasting
Podcasting is popular, and that is a fact. And the people who are listening to them are often looking for entertainment, insightful topics and valuable information.
When it comes to podcasting, you have a few avenues.
Starting your own podcast is a great way to establish yourself as a thought leader in your industry. Plus, there is a low barrier to entry. However, if you aren’t ready to dive headfirst into learning audio editing try reaching out to other podcasters in your niche.
Pitch yourself as an industry expert in your given field. This could result in a reoccurring guest spot.
If hosting your own podcast is a little too intense, consider chatting with customers and answering FAQs on apps like Clubhouse, LinkedIn Audio Rooms or Twitter spaces. These casual conversation spaces came into popularity in 2020 and will continue to top trends in 2023.
You can host a weekly room where you provide home repair tips, answer tax questions or talk about the latest skincare trends. The opportunities are endless here.
Get Your Brand Noticed
As a small business owner, it’s important when marketing your business, and your expertise, to find that thing that makes you stand out from your competition.
Rather than placing the focus on marketing per se, focus on connecting and educating your audience. This way when they have a problem they need fixing, their first thought is you.