While big brands like Google, Amazon, or Apple continue to dominate the consciousness of many people across the globe. Big companies with big budgets are often difficult to emulate or follow, especially for small businesses. But let’s not forget that there are millions of businesses in Australia and New Zealand that create two-thirds of our jobs.
Get More Traffic primary focus has been to help these small businesses achieve their own successes, often by taking inspiration from some of these bigger names and brands and implementing similar tactics and strategies that better fit the small business model.
In this post, we want to continue to help by taking a deeper dive into 3 ways that you can build your brand without having to spend a huge chunk of your budget on prime time TV commercials, or highway billboards.
Step 1: Offer Something Unique and Superior.
Author and marketing expert, Seth Godin often talks about how marketing is all about being remarkable (something worth being made remarks about).
Being remarkable is more than just finding small gimmicks, though. It’s about being different enough and special enough for people to take notice.
A local bag maker might not compare with Louis Vuitton’s marketing budget. However, that same shoemaker can leverage the fact that their products are locally produced from high-quality materials, and are lovingly made by an exceptional artisan.
Remember, you don’t need to dominate your industry. Instead, focus on serving customers within a niche market. Focus on local buyers who are after premium products. People are more than willing to pay for quality craftsmanship.
Artisan products may be time consuming and may not scale, but having something made by hand with extra love and care creates a sense of authenticity that factory-made products can reproduce. Also, having that item personalised increases its value even more for the customer that’s paying for it.
Being local has some powerful advantages against the larger competitors. In cases like these, it’s important to stress those roots, that authenticity, and intentionally distance your brand away from mass-produced products and rivals.
Step 2: Make Yourself a Trusted Expert
Content remains an integral part of every marketing campaign, whether for big brands or small businesses. Creating content (whether a blog, vlog, or podcast) can do wonders for your brand, especially if you position yourself as an expert and make it a point to always be helpful towards your audience.
“How to” content, specifically, has always been popular. Just look at Dale Carnegie’s “How to Win Friends and Influence People”, a book that was published way back in 1936 and has sold way over 30 million copies worldwide, naming it one of the best-selling books of all time.
Audiences love free tutorials that can help them become pick up new hobbies, or improve certain skill sets. Make sure your content is informative and actionable, relevant and practical while still containing the distinct voice that’s unique to your brand.
If educating others isn’t exactly your jam, you can always simply feature what it is you do, and how well and amazingly you do it. Nick Pedullá is a furniture craftsman based in Sydney who shares videos of how he goes about building and finishing his custom-made furniture to his 18,000 followers on Instagram. Cutting Edge Country has gained a following of over 22,000 on Instagram, sharing the quality of their boots, jeans, hats, and other fashion & giftware items.
Step 3: Invest in Online Advertising
What makes digital marketing and advertising worth it is that you’re able to find and target the people that are most likely to be interested in your brand and your products. You can target locally or country-wide, depending on your customer base, and serve ads to only the most engaged audience.
These days, it’s more important than ever to establish a footing online, especially for small-to-medium businesses. We understand, though, that diving into Google Ads, SEO, or social media can take a lot of time and effort. Thankfully, agencies like ours exist.
If you’re interested in taking your business to the next level, increase your brand awareness, and gain more customers, leads, and sales, call us today so that one of our agents can discuss how we can best help you and your business.