As a small business owner, you know how hard it can be to compete against larger companies with big marketing budgets. But don’t despair – there are proven DIY tactics you can use to increase your online visibility and get your brand seen by more potential customers.
In this post, I’ll explore 5 powerful ways to boost your small business’ reach and discovery, no massive budget required!
Step 1: Make Your Google Business Profile Shine
Your Google Business Profile (GBP) is the digital storefront for local searchers to find your business on Google. Optimising it should be the first step to improving visibility.
Start by filling out every section extensively – business name, full address, phone number, website, photos, hours, services, products, and any other details about your business. The more complete your profile, the better chance it has to rank.
Next, encourage satisfied customers to leave you reviews on your GBP. Reviews boost your credibility in search results. After a purchase or appointment, politely ask happy clients to take a moment to leave a review. The more 5-star reviews you can accumulate, the more real estate your profile will take up on the page.
Also regularly monitor and respond to any reviews, questions or other inquiries posted to your profile. Professionally replying shows customers you are attentive.
A complete, reviewed Google Business Profile helps you stand out right at the top of local search results when customers look for businesses like yours on Google.
Step 2: Harness Your Best Social Media Platform
While organic social media reach has declined in recent years due to algorithm changes, social platforms still provide valuable visibility-boosting opportunities.
The key is identifying 1-2 sites where your audience already spends time interacting (usually Facebook or Instagram) rather than stretching yourself thin across every platform. Focus on creating high-quality content and engaging regularly on those priority sites.
Leverage relevant hashtags and properly tag or mention influencers, complementary brands, or local community groups to help your content reach beyond just your current followers.
You can also consider investing small sums into social media ads to promote your best content or offers to hyper-targeted audiences. Start with just £5-10 per day as you test what messages and creative resonate best.
The goal on social media is participating actively on your “home” sites to increase discoverability, rather than passively posting and praying for virality.
Step 3: Pitch Local Media for Coverage
Earning press and media coverage is an impactful way to build credibility and authority for your small business. And local media is often receptive to story tips about local businesses.
Start by creating a list of local newspapers, city guides, regional magazines, niche blogs, morning shows, and radio stations. Check their websites for the writer’s contact info or a “story tips” page.
Then develop a few targeted pitches highlighting interesting things about your business, like your origin story, unique offering or community involvement. Tailor angles to each publication’s audience and niche.
You can also write and distribute press releases when you have hard news to announce, like a new product line, office opening, noteworthy hire, etc. Securing media pick-up introduces you to new audiences.
And whenever you do get covered, promote it heavily on your own website, social media, and email newsletter! Being featured editorially lends you credibility as a go-to source.
Step 4: Tap Into Local Business Groups
Joining and actively participating in local business membership organisations helps raise awareness for your brand within the community.
Most areas have an active Chamber of Commerce you can become a member of to access local networking events, educational seminars, promotional opportunities and more.
Look for industry associations related to your niche (i.e. regional retailer associations, restaurant groups, etc) to connect and cross-promote with peers.
You can also find various local meetup groups focused on small business networking and referrals. Attend regularly to share and collect word-of-mouth recommendations.
Surrounding yourself with supportive local business communities can work wonders to build your reputation on the ground where it matters most.
Step 5: Partner Up with Related Businesses
Finding creative ways to collaborate and cross-promote with complementary or allied brands exposes each business to new potential customers.
For example, you could co-create a blog post or social media campaign with a strategic partner business to share with each other’s audiences.
Or get together to co-host, sponsor or have a vendor booth at a local community event. Jointly showing community involvement raises awareness for both businesses.
You can also simply cross-promote special deals, offers or sales from strategic partners to incentivise customers to patronize multiple businesses.
The key to small business collaborations is finding win-win ways to tap into an aligned brand’s audience, and vice versa.
Let’s Get Your Brand Noticed!
Gaining more visibility as a small fish in a big ocean is very doable with the right strategies and some elbow grease.
If you need help getting found online, Digital Soda offers customised small business marketing packages to fit any budget. From reviewing your Google Business Profile to running local ad campaigns, I have the skills to boost your visibility.