Small businesses universally face the challenge of generating awareness to attract new customers and efficiently allocating their limited resources to drive sales.
Luckily, the digital era offers a silver lining. There is a wealth of free tools and strategies at their disposal, enabling them to not just sustain operations but also to build a memorable brand that stands out.
Here are four strategies that can help your small business punch above its weight.
Embrace organic social media content
Surveys found that 64 per cent of consumers say they want brands to connect with them, and all it takes to begin building your brand presence on social media is a smartphone. For small businesses, TikTok offers a powerful platform due to its algorithm favouring content discovery. It’s especially useful for reaching Gen Z, who often turn to TikTok over traditional search engines.
Consider dedicating this task to an enthusiastic team member, ensuring the content feels authentic. Incorporating employee-generated content (EGC) can make your business more relatable, as customers appreciate seeing the faces behind the brand.
By including activities like packing orders and store preparations, customers will naturally learn more about your business and values. Before you take this approach, ensure clear guidelines are set for brand-appropriate content and compensate employees fairly for their social media efforts.
Make sales by going live
With a foundation of social media content, live streaming is your next step to convert followers into customers. This approach is both free and effective for driving traffic to your site or social channels for purchases or sign-ups. Leveraging live sessions to reveal new products or events, fosters direct engagement with your audience, adding a personalised touch that can increase conversion rates.
For instance, content creator Taz Zammit used a single live stream to generate over 500 email subscribers in anticipation of an app launch. This resulted in a significant sales surge, amounting to thousands of dollars on the very first day.
Tap into new audiences with gifted influencer marketing
Influencer marketing offers a gateway to new audiences without the traditional advertising costs. Nano-Influencers, who have between 1,000 to 10,000 followers, may accept your product or service for free in exchange for social media content and reviews.
This method relies on the trust influencers have built with their audience, leading to higher conversion rates. By sharing this content across your social media platforms, you can increase your monthly post volume, enhancing your digital footprint and engagement.
Focus on building a community (the modern-day ‘loyalty program’)
Many small businesses concentrate on their products and sales, however, building a community around your brand can effortlessly set you apart from competitors. For example, a simple initiative like a juice bar’s ‘Sunday Run Club’ would not only encourage repeat business but also create a sense of belonging among your customers.
Showcasing customers’ images and their engagement with your brand via social media not only celebrates this community spirit but also draws in new customers, enhancing your brand’s appeal and reach.
By integrating your unique brand personality and values into these digital strategies, your small business can achieve remarkable visibility and growth, even on a tight budget. Remember, it’s about using the digital space to extend the personality of your business into the online world that will help you stand.
