If you own a business, you’ve probably been told many times that the way to grow your brand is to bring it to social media. While it’s true, social media platforms can increase brand awareness within your target ten-fold, there are other untapped avenues that you can use to your advantage for the visibility of your brand, such as your local market.
There’s this misconception that the only way to increase your brand awareness locally is to get advertisements (print, radio, television, billboards) for your business. That’s not a bad idea, but it could cost you A LOT. In reality, not all types of businesses benefit from such ads - especially if they don’t reach your target clientele.
So, what other campaigns can you do to build brand awareness for your business locally?
Here are two that I can suggest:
1. Partner up with a local charity or a business that works for a cause.
Everybody loves good deeds, so what better way to increase exposure of your brand than to be in business with one that spreads goodwill and has strong values?
Plus, it doesn’t just get your business out there - it also shares a message that your brand supports causes in your local community. If you’re sponsoring a charity, you can ask the organizers to include your business name, brand, or logo in the signage or on t-shirts and mention your business on their website, social media, or printed materials.
Of course, your logo and branding should be visually appealing to your target clientele.
This should be established, BEFORE you start strategizing a campaign for brand awareness.
Remember, the more people see your brand, the more likely they are to ask about it and be aware of what you offer.
With a partnership like this, you don’t have to spend a lot of money.
Best part? You hit two birds with one stone - build brand awareness and do good deeds for your community.
2. Volunteer to host small exclusive events that provide value to your target market.
If you have an “arts and crafts” business where you create and sell home decor or party favors, host an intimate event (keep the attendees to 5-10 people only) where you show moms and homemakers how to create DIY home decor using readily available items in their homes. Invite close friends who fit your ideal customer’s description and have them extend the invite to other people in their network.
If you have an organic food business, organize a “mastermind meetup” for parents who show interest in having their families follow an organic lifestyle and teach them tips and tricks on how to gradually “go organic”.
By organizing talks or events like these, you are able to show your target clientele that you are an “expert” in your field, and you want to provide value to them.
Take note that I didn’t even mention them becoming your customers or clients. Why not?
It’s because brand awareness isn’t always about the end game of making a sale or adding to your list of clients. It’s about building that relationship between you and your potential clients - to get them to trust you and know you as their “go-to” brand for their needs and wants.
Once that trust is built, they will not hesitate to purchase or promote your products and services.
That is what brand awareness is all about.
So, tap into your local market. Get yourself known. Expand your network, and get your brand out there!