As someone who has moved house recently to a new city, I’ve spent hours scouring the internet for various builders, kitchen fitters, window cleaners, electricians and more. Overwhelmingly, I was struck by how poorly local businesses advertise themselves. Word of mouth seems to be a key approach – but it’s an entirely flawed way to hire a trader. With zero reviews, accreditations or background information in our digitally data driven world it feels truly archaic.
Effective PR or basic advertising can make or break a small business, shaping its image, attracting customers, and fostering growth. To survive during this time of belt tightening cost of living crisis – raising your business profile is essential to thrive.
My top 7 tips include:
1. Launch a website
Very few of the local businesses I’ve contacted had a website, most had a Facebook page. A website doesn’t have to be expensive to create – a few hundred pounds should get you up and running. Having a website gives you instant credibility, it’s a great space to showcase your work or wares, share your story and contact information. Plus, you can include reviews which are more than essential in our Amazon-fuelled world.
2. Customer reviews are gold
Reviews were few and far between in my local business research. They show the quality and breadth of work you deliver, your reliability and how recently you worked. I always find reviews that stopped in 2015 a red flag - so be sure to keep them updated. Checkatrade, Trusted trader, Google, Yelp, TripAdvisor or even Trustpilot are all good places to send customers to collect reviews. Encourage happy customers to leave positive reviews on platforms like. Monitor these platforms closely, respond to both positive and negative feedback, and use it as an opportunity to showcase your commitment to customer satisfaction. Positive reviews serve as powerful endorsements for your business.
3. Get an accreditation
It’s useful for customers to know that you’re genuine so it’s well worth getting some sort of industry accreditation to prove you do actually know what you’re doing. There are lots of them – and there will definitely be one for your specific industry.
4. Leverage social media
The digital age has given us a wealth of tools for PR, and one of the most impactful ones for small businesses is social media. Platforms like Facebook, LinkedIn, Instagram, and X (previously Twitter) provide cost-effective ways to reach and engage with your audience. Regularly update your social media profiles with visually appealing and informative content, showcasing your products, sharing behind-the-scenes glimpses, and running promotions to keep your audience engaged and informed.
5. Leverage local media
Don't underestimate the power of local media in your PR efforts. I get at least two or three local magazines pushed through my letterbox every month – whether I like it or not! Decide what areas of a city you want to work in and then find out what the local newsletters or newspapers are distributed regularly – and take out an ad. It won’t cost much money, but you’ll expand your market to older people and new residents. I read all of them when I first moved into my new house – and contacted quite a few businesses listed.
6. Invest in local SEO
Search engine optimisation (SEO) is not just for ecommerce giants. Local SEO is crucial for small businesses. Ensure your business appears in local search results by optimising your website for local keywords and phrases. Google My Business is a valuable tool for local SEO, allowing you to provide essential information to potential customers and garner reviews.
7. Network and collaborate with other local businesses
Small local businesses can often benefit from working together rather than competing. Networking with other businesses in your community can lead to mutually beneficial collaborations. Perhaps you can co-host events, cross-promote each other, or find other creative ways to support and promote one another.
PR is a vital aspect of any small local business's success. Engaging with local media, encouraging customer reviews, collaborating with influencers, and investing in local SEO are also key elements of a successful PR strategy. By following these tips, you can sit back and watch your small local business flourish.
Victoria Fairclough is a PR & Communications Consultant at Fair Communications. For more information, please visit: www.faircommunications.co.uk
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