 Image: Unsplash When you own a niche or local business, you serve a specific demographic or group. This group may be the residents of your area, or it may be someone looking for expertise on a very narrow topic. Therefore, broad PR strategies are not as helpful as more targeted approaches. Here’s a brief guide to help you attract, dazzle and maintain the new customers you need to succeed.
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 Image: Unsplash In marketing the only way to stand out is to be memorable, and the key to doing that is to make it both intentional and emotional. Your message needs to be true to whatever product or service you’re offering. It should to be clear and empathetic. Ultimately, your marketing must satisfy enough purchase-decision needs to enable the customer to take the next step. But to lodge in people's hearts and minds you needs to hit four crucial points:
 Image: Unsplash Thanksgiving might look a little different for your employees this year. They may not be doing much traveling due to COVID-19, and their family gatherings are likely to be small, quiet affairs. But Deb Boelkes, author of Heartfelt Leadership: How to Capture the Top Spot and Keep on Soaring, says leaders can make Turkey Day special by giving workers the heartfelt “thank-you” they deserve and need right now.
 Image: Unsplash When growing your brand and managing your business, there is no more important or powerful tool than your own website. This is the #1 tool you and your business fully control and should be the spot to start any successful public relations and marketing campaign. This invaluable weapon in your public relations arsenal can boost your visibility and reach, and a great website strategy can spell financial success for you and your business. If you are wondering where to begin, read on!
 Image: Unsplash All businesses need attention, positive attention, from their target audience. Good PR and marketing take some focus, critical thinking and strategy to have your customers find you and appreciate you, and the rewards are worth it. When you advertise your business, you pay someone to tell the marketplace about its features and benefits and what it can do for them. You pay, they play. Sometimes people trust it, sometimes they don’t. Often, when people know you paid for the message, they tend to glance over it, or delete it, like undesired noise. So, how do you make yourself, your business and your message heard in a marketplace that is drowning in noise? How do you stand out from the crowd or compete with much larger, well-established companies? How do people trust what you are telling them?
 (Image:Unsplash) I recently participated in a roundtable discussion hosted by PR pro Ronjini Joshua of Silver Telegram in California. Joined by another industry colleague, we presented our thoughts on some fundamental questions Ronjini posed and then fielded a few questions from attendees as well. To read the recap on the Silver Telegram website, head here.
I will list a few more pointers that I shared on that discussion, from my experience as a freelance journalist, editor and writer, if it helps with your efforts.  Image: Unsplash Your social media audience is everything in PR and marketing, it’s the largest open focus group you could ever hope for right at your fingertips. Build it, nurture it, participate with it, listen to it and direct it.
A loyal audience is the key to a successful brand and you will face a lot of competition. There are so many places people can go for their content these days that you have to be creative, consistent and courageous. Oh, and human. This is a slow burn. You have to first figure out who your audience is, and unless you want to buy millions of fake accounts, it’s going to take time to build up a solid following. It’s more valuable to have a small, solid, core of people who care than a mass of unengaged names. But it’s worth it. Their feedback will be invaluable and having an engaged audience will put you into the coveted expert/influencer category, which will help your business grow. Here are five ways to do it…  Image: Unsplash Are you tired of hearing the phrase "in these unprecedented times?" Join the club! Yes, we know, it’s unusual and wonky. In a world that has gone digital-first quickly, it's easy to be overwhelmed and resort to the same old phrases and ideas. But don’t copy cat – find your own way and your own voice. Consumers are spending record amounts of time on Instagram, Facebook, LinkedIn, and Twitter. Take advantage of your captive audience with a few quick and easy social media tricks.
 Image: Unsplash Remember when you carefully crafted those initial emails to your customer base regarding your COVID-19 response? It feels like a lifetime ago, doesn't it? Now, you've moved to notifying your customers about all the amazing policies and procedures you will implement to keep them safe as you’re open. These plans are all well and good, but you've got to make sure you walk the talk right off the bat.
 Image: Unsplash The world of marketing has changed drastically. For your business, that means you'll either be keeping up or risk losing customers. Marketing is no longer a bunch of spam emails, cold intro or an opportunity to “throw it against the wall” and see what sticks. Currently, marketing is at a place of much deeper storytelling, it has an importance of not only addressing the problem in the story, but additionally showing empathy along with it. Like all things, marketing has evolved, and its evolution has been for its betterment. Luckily, it's not difficult to stay on top of your marketing game and offer customers an experience that delights them. We've put together a list of the tried, true, and easy methods of showing you care through your marketing strategy.
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