In a previous post, I discussed why small businesses should focus more on public relationship strategies than on running paid ads to create brand awareness. But the real question is how a small business can deploy reputation-building tactics to create public relations opportunities so others will talk about their brand.
When it comes to reputation building, what others say about your business holds far more weight than what you say about yourself. While advertising is mostly about self-promotion, reputation building is about word-of-mouth. Positive word-of-mouth can be a game-changer for small businesses, as it carries the potential to reach a wider audience and build trust. Research shows that people are more likely to trust recommendations from friends, family, or online reviews than traditional paid advertisements or self-promotions. This highlights the significance of creating opportunities for others to talk about your business and share their experiences.
Online Reviews
When it comes to reputation building and having others talk about you and your business, one of the most influential forms is customer testimonials. In today’s digital age, testimonials take the form of online reviews. Platforms such as Google, Facebook, Yelp, TripAdvisor, etc., have become go-to resources for consumers seeking information and feedback about a business. Positive reviews can significantly impact a small business’s reputation because they act as social proof, influencing a potential customer’s decision-making process. In contrast, negative reviews can similarly harm a brand’s reputation and customer perception.
Small businesses should encourage satisfied customers to leave reviews on review sites and actively monitor and respond to reviews. As a business owner, you must respond promptly to positive and negative reviews. Responding to reviews demonstrates your commitment to customer satisfaction and helps build trust.
Seven Reputation-Building Strategies
While reviews are one of the most powerful ways to get others to talk about your business, below are seven additional reputation-building strategies to create opportunities for others to share your message with a wider audience and supercharge word-of-mouth discussions around your brand.
Building Relationships with Local Media: Connecting with journalists, bloggers, and influencers in your industry can help generate valuable media coverage. Pitching newsworthy stories, industry insights, or success stories to local publications can create a positive buzz around your business.
When I had my Invisible Fencing business, I called each of the four local network news desks and pitched my business as a human-interest story. Three of the four networks sent out a reporter and a cameraman and did a feature story on my business. Moreover, as a generalist in many small business matters, our local Small Business Development Center asks me to provide my business insights to the media when they do a news story.
Engaging With and Participating in Community Events: Getting involved in community events, charities, and community initiatives not only enhances your brand’s visibility but also showcases your commitment to the local community and generates positive publicity. Sponsorships, volunteering, or hosting events can help position your business as a responsible and caring member of the community. It’s an excellent opportunity to forge meaningful relationships with potential customers, influencers, and partners.
One of my clients, Gregg “3G” Sheldon, is the owner of AutoShop Vocational, a school that teaches at-risk youth basic life skills and self-confidence through a curriculum based on automotive experience. He can be found volunteering at or attending every regional automotive event. As a result, nearly everyone connected with the automotive community knows and likes 3G and shares his message throughout the community.
Hosting Webinars or Workshops: Sharing knowledge and expertise through webinars or workshops positions your business as a trusted authority in your industry. These events can attract media attention and create opportunities for press coverage.
In addition to SteveBizBlog, we also have a companion site SteveBizAcademy where we host several free webinars. Some are also offered for a fee on Ed Tech sites such as Udemy. These courses, whether offered for free or for a fee, position us as an expert in those subject areas, creating organic reach and forging meaningful relationships with potential customers.
Leveraging Social Media: Active participation on social media platforms allows small businesses to engage directly with customers before and after the sale, share updates and compelling content, encourage user-generated content and respond to feedback. Building an authentic online presence can lead to organic word-of-mouth recommendations and positive user-generated content.
Large businesses engage in mass marketing, making it easier for channel partners to sell their products or services. Although these large brands have a social media presence, it is all about broadcasting and listening, while neglecting to engage with prospects on an individual basis. This creates fertile ground for small businesses to respond to queries and reviews. Big brands are impersonal and come across as cold, while smaller brands can demonstrate that a real person behind the brand cares about the consumer.
Engaging in Cause Marketing: Partnering with non-profit organizations or supporting social causes aligns your business with a greater purpose. It not only helps the community but also generates positive publicity by showcasing your company’s values and commitment to social responsibility.
Small businesses have a unique advantage when engaging in cause marketing and supporting social impact initiatives. Unlike larger brands, which may focus on global issues such as climate change or diversity, small businesses can connect with their local communities on a more personal and intimate level. Small businesses can foster genuine relationships with their customers by actively participating in local events, collaborating with community organizations, and supporting local causes. This localized approach allows small businesses to make a direct and tangible impact within their immediate surroundings, building a strong sense of community and loyalty. By championing local causes, small businesses can demonstrate their sincere commitment to the well-being of their local community, setting themselves apart from larger brands and establishing a meaningful connection that resonates with their customers’ values. Embracing cause marketing at a local level enables small businesses to create a powerful social impact while nurturing their local roots.
Pikes Peak National Bank, a local community bank in my hometown, actively supports our local veteran entrepreneurial ecosystem as well as the Colorado Springs Philharmonic to create a thriving and vibrant arts culture. As a result, they are seen as a local force for good, leading to positive word-of-mouth and referrals.
Offering Exclusive Partnerships or Collaborations: Partnering with complementary businesses or influencers can lead to cross-promotion and create a buzz around your brand. Collaborative efforts can expand your reach and introduce your business to new audiences.
As a sailing enthusiast, one of my guilty pleasures is watching sailing couples document their adventures on YouTube. I started watching one couple’s adventure, and during one of their episodes, they featured another sailing couple on their own YouTube channel. Today, I’m a Patreon supporter of both couples and never miss one of their weekly episodes. Had they not featured each other on their YouTube channels, I likely would not have been introduced to the other sailing couple.
Engaging in Thought Leadership: Thought leadership is about positioning yourself and your business as experts in your industry. This is accomplished by sharing valuable knowledge through blog posts, articles, and speaking engagements. Being recognized as a thought leader generates positive publicity and builds credibility.
Thought leaders establish a point of differentiation, particularly regarding industry expertise or innovation. Being a thought leader opens doors to speaking engagements, guest blogging opportunities, and industry collaborations. Sharing your expertise and insights further amplifies your brand and encourages others to talk about your business.
Thought leaders frequently write books on a unique subject that get them significant publicity, often making them the go-to source for their unique position. For example, when you hear about:
The 4-hour Workweek, you think of Tim Ferriss
The value of sharing your “Why” with prospects, you think of Simon Sinek
The e-Myth, you think about Michael Gerber
Personal finance, you think of Dave Ramsey
Thought leaders become synonymous with their point of differentiation and, as a result, gain a huge army of evangelists and social agents who provide lots of free positive publicity and word-of-mouth referrals.
Importance of Differentiation
To encourage others to talk about you and your business, it is vital to establish a unique point of differentiation from your competitors, as stated above. In a crowded marketplace, with numerous companies vying for the consumer’s attention, it’s crucial for small businesses to find a unique point of differentiation. Setting yourself apart from competitors not only helps attract customers but also provides others with a compelling reason to talk about your business. Here’s why differentiation is essential for generating positive publicity:
Capturing Attention: When you offer something distinct and valuable that distinguishes you from the competition, it catches people’s attention. It creates curiosity and intrigue, making them more likely to engage with your business and share their experience with others.
Creating a Memorable Impression: Differentiation allows you to create a memorable brand image in the minds of consumers. When you have a unique selling proposition or a specific aspect of your business that stands out, people are more likely to remember and recall it when discussing their needs or recommending businesses to others.
Word-of-Mouth Marketing: Differentiation provides the catalyst for word-of-mouth marketing. When customers encounter something truly exceptional, whether it’s a product, service, or experience, they are more inclined to share their positive experiences with friends, family, and colleagues. Word-of-mouth recommendations carry significant weight and can have a ripple effect of positive publicity for your business.
Social Media Buzz: In the age of social media, having a point of differentiation can be a powerful catalyst for generating online buzz. Customers who encounter something unique or extraordinary are more likely to share it on their social media platforms, amplifying your message and reaching a wider audience. This organic sharing and engagement can lead to increased brand visibility and viral content potential.
Media Interest: Differentiation enhances the newsworthiness of your business, making it more appealing to the media. Journalists are always on the lookout for compelling stories, and when you offer something unique or disruptive, you increase your chances of garnering media coverage. Journalists are more likely to write about businesses with distinct value propositions or compelling stories.
Competitive Advantage: Differentiation not only attracts customers but also helps you gain a competitive advantage. When you offer something unique that solves a specific problem or meets a distinct need, it becomes difficult for competitors to replicate or imitate. This uniqueness can drive customer loyalty and sustain your business’s success in the long run.
Conclusion
In conclusion, small businesses have everything to gain by focusing on reputation-building strategies rather than relying on paid advertisements to establish brand awareness. The opinions and recommendations of others hold far more weight in influencing consumer decisions, making positive word-of-mouth crucial. Testimonials in the form of online reviews play a significant role in shaping a small business’s reputation, and actively encouraging satisfied customers to leave reviews can boost trust and credibility. Additionally, small businesses can deploy various tactics to create opportunities for others to talk about their brand, such as building relationships with local media, engaging in community events, hosting webinars or workshops, leveraging social media, participating in cause marketing, offering exclusive partnerships or collaborations, and establishing a unique point of differentiation from competitors as a thought leader. By embracing these reputation-building strategies, small businesses can enhance their visibility, build strong connections with customers, and create a positive impact within their communities at little to no cost.
