Independent Retailer Month: What role can PR play for small businesses?

In July, the Publicity Seekers team took part in Independent Retailer Month. A campaign that runs annually to highlight the important role smaller, local, independent retailers play in the communities they serve.  

We went to speak with business owners about the issues they face and put together a short video highlighting the problems they deal with in the face of high street chains and the dreaded internet.  

You can view the video here:

 

Now that you’ve acquainted yourself with the story of Bill, Michelle, Sara and Anthony, you get a bit of an understanding of what’s happening to independent retailers across the country and you can appreciate the important role publicity can play in helping them beat the competition.  

Now, more than ever, it’s important for independent retailers to get their names out there.  

Gone are the days of a corner shop and local café being the centre of a community where you’re greeted with a smile and hello on a first name basis with the owner. Even the good ol’ fashioned pub is losing the battle to Wetherspoons and other national chains.  

Now we see huge multinational retailers and chains taking over our highstreets and local communities. Pushing the independent out of the market who can’t compete with prices etc. However, so too is that personable, friendly experience gone.  

So, what can Independent retailers do to combat the ever-encroaching competition? PR techniques can mean the difference between a failing business and a thriving business. There are examples of business owners utilising things like social media and content to keep their heads above the publicity waterline all over the place.   

Below are our top PR tips for small businesses: 

  • Social Media 

Social Media is an invaluable tool that small business owners can use to reach their customers and extend their brand message. By opening up dialogue with their followers, retweets and offering personal communication to customers, a small business can position themselves as a friend rather than a service. Avoid the oversell and keep it fun.  

  • Small/ No Budget 

One of the main issues small business owners need to contend with is little to no budget to afford marketing and advertising. However, most people in the UK now have a smart phone, meaning business owners have everything they need for a campaign. By photographing and videoing day to day experiences it can give customers an insight into your business. With the introduction of novel ideas, a brand can utilise the first two steps to achieve ‘local fame.’  

  • Be the Expert  

This is a step we use regularly at Publicity Seekers. By keeping your finger on the pulse of what is happening within your given industry you can jump on any development and offer your insights into the industry. Positioning yourself as the de facto ‘expert’ on the topic. A great way to raise your profile and come across as a bit of a clever clogs in the process too.   

  • Know Yourself  

Knowing yourself and knowing your brand is vital. What do you and your brand stand for? Staying true to what you believe in when communicating with customers increases the trust level. If you believe in the importance of supporting the community through your business that shows. Authenticity for a business means trust from your customers.  

  • Utilise Google! 

Possibly the biggest search engine in the world. Google is the go to tool for over 82% of the overall search engine users so establishing yourself in the rankings of this giant is incredibly important. Over 76% of people who search for a local product will visit a business within 24 hours according to Google. Make sure you’re in those results. Otherwise your competitor will be.   

If you’re a small business owner and you’re interested in how we can help you and your business rise above the competition, you can call 0845 226 9126 or drop us an email: info@publicityseekers.co.uk.