Small biz PR strategies: 3 ways to stand out in a sea of competitors

by | Jan 27, 2021 | Public Relations

In today’s increasingly competitive market, ensuring your business stands out in the crowd is vitally important to its success. You might think the best possible scenario would be to have no competitors at all, but the truth is competition can be healthy for your business, as long as you know how to harness it to your advantage. Lack of competitors can indicate there isn’t enough demand for the product or service you’re offering. The existence of rivals means you’re on the right track but will need to sharpen your focus to emerge from the crowd. Here are some public relations strategies you can use to convert competition into triumph.

Project a compelling online personality

Now more than ever, consumers connect with businesses online. Take advantage of this fact by building a vigorous digital presence. From your website to the content you share on social networking sites, make sure you optimize every channel and reinforce your brand with every post. By studying and implementing best practices in social media marketing for small business, you can springboard your business to the top. Among the many advantages of developing a robust social media presence is the fact that most platforms are free to use, allowing you to invest precious dollars in other PR efforts.

While developing your social media strategy, be mindful of the overall image you want to portray. Your brand, which you can think of as your business’ personality, should be consistent across all outlets in order to increase consumers’ recognition of and trust in your company.

Place your customer at the center of it all

Another critical piece of the PR puzzle is the customer experience. Do everything within your power to ensure your customers are delighted throughout their interaction with you, as this will establish your reputation as a stellar company to do business with. Negative reviews can spell disaster; consumers today are savvy and are not likely to take a chance on a business with questionable customer service. Be sure to respond quickly and professionally to all customer feedback you receive, whether positive or negative. Ignoring a complaint will not make it disappear. It’s much less costly in the long run to reach out and try to rectify the situation in a helpful and respectful manner.

Speaking of the customer experience, don’t forget about your loyal patrons. Consider offering rewards plans such as special discounts, promotions, and referral programs that demonstrate how much you appreciate your current customers. Acquiring new customers is always important, but not at the expense of those that already know and trust your business. Show a little extra love to your loyal customers. After all, a happy customer will pay back your efforts through continued business and will likely recommend your company to family and friends.

Promote the causes that matter

Consumers today are more conscientious than ever when it comes to where they spend their money. Elevate your company’s reputation by positioning it as one that gives back to the community in a meaningful way. There are lots of reasons why your company should be giving back. Studies have shown that consumers, especially younger ones, actively seek out socially responsible companies to do business with. Keep in mind that you can’t just select a random cause to support and expect your customers to be impressed. You’ll need to find an issue that makes sense for your brand and your ideal customer by finding the core values you both share. Keep in mind that you don’t need to tackle huge issues like world hunger to make a difference. It may make more sense, and be much more effective, to sponsor a local food drive.

Making your business stand out in a sea of competitors is no small feat but, with the right combination of PR strategies and determination, you can succeed. Just remember to connect with your customers through a compelling online presence, focus on providing an outstanding customer experience, and give back to your community with integrity.

Kevin Gardner
Kevin Gardner graduated with a BS in Computer Science. He works as a business consultant for InnovateBTS, where he helps companies integrate technology to improve performance. He shares his knowledge and expertise not only with his clients but with his fellow bloggers and readers.