We PR pros like to kvetch about how media relations has become infinitely more difficult, thanks to the digital age (and it really has, given that the ratio of PR pros to journalists sometimes feels like 1,000 to 5 – no, really, it’s bad). But for small business brands and SMBs, digital media has ushered in a significantly easier PR landscape. Now, more than ever, PR has gotten easier, cheaper and more effective, for small businesses to leverage.

No More Gatekeepers 

You don’t need to spend big bucks to wine and dine media, or even try to figure out how to get a hold of them. Now, anyone who discovers you can spread the word about you. Brand ambassadors abound, and are more than eager to share how great your business is. Media used to be the gatekeepers to the precious social currency of knowing what the hot new businesses were. In today’s world, social media has broken down those exclusive gates and anyone can discover you and share the good news.

If you’re a small business owner, you’ve heard how influencer marketing has helped brands big and small, using trusted content creators to share their messaging.

Studies have even shown that each dollar spent on influencer marketing generates $6.50 in revenue. Consumers follow recommendations from their favorite content creators, as 92 percent of people surveyed said they trust an influencer more than an ad or endorsement from a celebrity.

But is partnering with an influencer the right move for your small business? Budgets for influencer marketing continue to increase, especially as top YouTubers and Snapchatters command top dollar for their services. The costs for influencer marketing are overwhelming, and can dominate your entire marketing budget.

Small businesses can still reap major benefits from influencer marketing, though they have to be more careful than Fortune 500 companies when partnering with a popular content creator. We’ve heard of businesses spending thousands of dollars to partner with an influencer, only to see little to no ROI from the campaign, as no relevancy was in place.

Here are three things small businesses should consider before partnering with an influencer, based on our own experiences:

1) Is the influencer relevant to your company?

The first mistake many companies make is getting seduced by follower counts. While it might look cool to have a well-followed influencer talking about your product in their podcast or vlog, the cost to get that conversation going often heavily outweighs the ROI.

You need to find an influencer who is relevant to what your company is trying to accomplish. If your company sells life insurance, trying to woo a beauty vlogger with a million followers could be a costly mistake.

The most important currency to influencers isn’t money, it’s trust. They’ve built a community on a solid foundation of trust and authenticity. While some lesser-known influencers might take the money and share your message with a disinterested audience, others will turn you down because your product has nothing to do with their messaging.

At the most basic level, find a content creator who shares similar messaging to your company. For instance, if you’re a hardware store, partnering with a popular DIY builder on YouTube would be a natural fit.

2) Is the audience relevant to your company?

This is the other big question you need to ask before starting an influencer marketing campaign. Look at the audience that the personality speaks to on a daily basis. Is it the same demographic you’re trying to reach? Unless these goals are in perfect alliance, it would be unwise to move forward.

If you’re trying to reach affluent Millennials (and have a product they would be interested in), working with a vlogger whose primary audience is tween girls could be a waste of time and money. Do some homework and study the audiences.

Audiences follow influencers not because they’re really great at reading ad copy, but because there is an authentic connection. These influencers know this, and usually only work with brands who have a message that resonates with their audience. An influencer marketing campaign absolutely has to tie into your main business objective, or it runs the substantial risk of not delivering ROI.

The trust between the content creator and their audience is crucial, but lucrative. Google found that 6 out of 10 YouTube subscribers would follow purchasing advice from their favorite content creator over their favorite TV or movie personality.

3) Is there a local influencer?

For most small businesses, the best pairing won’t come from an international superstar YouTube personality with a massive cache of followers. It will come from someone the local community trusts.

Hyperlocal influencer messaging is on the rise, as small businesses look for ways to break into new levels of conversation. Businesses are partnering with Yelp reviewers, popular local bloggers and podcasters, amateur athletes, creating relevant content specifically targeted toward local customers.

The major risk of influencer marketing is the lack of sustainable ROI. If you spend your entire marketing budget on a high-priced influencer just because they’re followed by throngs of subscribers, you’ll likely receive a temporary spike. Once that influencer moves on, so will their followers.

But by asking customers where they go to learn more about their community – whether that’s a blog, a podcast, a YouTube channel, etc. – you’re able to see where they voluntarily go for content.
The winning influencer for your company might be just footsteps from your storefront.

By Justin L.

It’s been a challenging year for small businesses in America, with the hardest hit being arts, entertainment, recreation, the retail sector, and restaurants. During the pandemic, 56 percent of establishments (4.7 million) experienced a decrease in demand for their products or services and 19 percent of establishments (1.6 million) experienced a government-mandated closure.  

According to data from Yelp’s September 2020 Economic Impact Data report and economic research from the University of California Santa Cruz, between 800-1500 small businesses closed between February- September 2020 (this number combines temporarily closed and permanently closed businesses, since as of this blog post, the Bureau of Labor Statistics hasn’t released the total number of small businesses permanently closed in 2020).

With decreased demand from coronavirus restrictions, how have organizations survived, and in some cases thrived, in a post-pandemic world where small businesses have been given very little guidance or financial assistance on how to operate? Many have resorted to out-of-the-box thinking and strategic creativity with the four principles of marketing: product, place, price, and promotion.

Successful small businesses have smartly pivoted their product offerings. During the first wave of the pandemic, more than 800 craft distilleries rushed to make hand sanitizer, with a void being created from panic buying, hoarding, and large retailers like Lysol, Clorox and Purell unable to meet the increased demand. Local seamstresses and fashion designers shifted to making masks, while bars and wineries have sold to-go cocktail kits and partnered with pop-up chefs. 

Some breweries, bars, and wineries shifted their medium of place by holding virtual tastings, while restaurants like DaBao Singapore, Cassava, and Che Fico in San Francisco changed their product/place/promotion models by offering Netflix-style meal subscriptions to their regular customers. Subscribers can choose between a Che Fico box (loaded with jams, pasta sauces, desserts, and local produce), DaBao Singapore’s laksa bowls, or Cassava’s pasta dinners for two which include salad and dessert.

Here are three tips for small businesses who have been struggling during the pandemic:

1. Rethink where your customers are and what they’re interested in.

People are at home more than ever. Organizations can adapt to this by offering virtual interactive events, like tastings, art and craft classes, and seminars. Restaurants and retail have adapted with meal kits and weekly or monthly subscriptions, pivoted to ecommerce, expanded payment options, curbside pickup, and/or offered free delivery with a minimum $X orders. Otherwise, if the business is concentrated in one area- if some of your services or products are more popular than others during this time, perhaps you can offer package deals or targeted promotions?

2. Change or adapt your business model as needed. 

COVID-19 precautions and shelter-in-place restrictions have forced businesses to change their modus operandi. This is where out of the box thinking has truly helped brands overcome COVID-19 limitations. San Francisco Bay Area restaurants who wanted to decrease usage of paper menus used QR codes for outdoor dining and online ordering.

Beaver Creek, Ohio candle maker Wick Therapy Candle offered their DIY bar online, where customers take a five question survey to narrow down over 100 scents, select a container and up to three scents. After the purchase, a custom scented candle is delivered to the customer’s door. Global hotel chain Mandarin Oriental Hotel Group caters to local customers who want to feel pampered but who understandably don’t want to get on a plane. Their Staycation at M.O. program offers guests early check-in and late checkout, overnight valet parking and daily breakfast. 

Modify your business model by offering personalized products or services, adding new customer programs, or switching to ecommerce sites or virtual streaming services. These are just a few of the ways establishments can adapt their business models. 

3. Add onto or diversify your product offerings.

If you can’t easily change the way you do business, expand your product and services line-up. Since Oakland-based theater New Parkway can’t show movie screenings, they now offer very private screenings where household members can rent out a theater for up to three hours, receive a three course prix fixe meal, and all the drinks you can drink. They also have a popular food crate delivery program and growler hour where customers can fill their growler from their choice of eight local beers. Nationwide, it is now common for restaurants, convenience stores, and gas stations to also sell groceries, hand sanitizer, and masks, along with their usual goods and services.

While the pandemic isn’t over yet and restrictions are still very much in place, there’s room for small businesses to survive and thrive in today’s isolated landscape, and post-pandemic when we slowly shift back to a new normal.

By Courtney L.

Now that we’ve passed Thanksgiving, Black Friday and Cyber Monday, social feeds will be filled with ads and marketing messages enticing shoppers to buy the perfect gift.

But when everyone from your cousin’s Etsy page to Fortune 500 brands are competing for eyeballs, clicks and dollars, how can a small business stand out among the noise?

Here are some ways you can meet your KPIs as the calendar turns to December.

1) Instagram Stories

Move over, Snapchat. The hottest time-bomb messaging program is baked right into Instagram. Boasting 300 million daily active users, Instagram Stories are becoming the go-to platform for brands big and small.

Users love watching Instagram Stories, and brands are able to include a Call to Action, such as directly linking to a landing page. Now you can even upload photos to your Instagram Stories that are older than 24 hours, allowing your marketing team to plan.

Instagram Stories allows companies to show off a fun, playful side but the short life of posts means you can create immediate demand with limited-time-only sales.

For instance, Black Sheep Cycling used Instagram Stories to promote a new cycling kit. They announced the promotion in a traditional Instagram post, then used Instagram Stories to showcase the outfit with a one-hour sale. They sold out in 30 minutes. You can also post coupons to drive in-store traffic, such as announcing a 50 percent off sale of a certain product or showcasing a hot new item.

Not only does this create immediate desire, it lets your customers feel like they’re in a special club with access to this discount. You can promote the Instagram Story sale on Facebook, or wherever your fan base is, to drive traffic there.

2) Be a Mobile MVP

It feels like old advice at this point, but it still needs to be said. Just having a great website or Facebook page isn’t enough. Increasingly, shoppers are checking mobile first, even if they convert on desktop or in store.

If you’re using Instagram Stories to drive customers to a dedicated landing page, make sure the mobile experience is top-notch. If you’re linking out to blog posts from Twitter, those pages need to load quickly, or else eyes will wander.

Adobe has predicted that nearly half of all retail website visits this holiday season will come via mobile (45 percent), nearly eclipsing desktop (46 percent). The percentage of mobile visits has grown considerably, up from 33 percent in 2015.

Unless you already have a dedicated userbase, don’t place too much importance on a mobile app. Adobe found that while 64 percent of shoppers have a retail app on their phone, only 32 percent would download an app specifically for holiday shopping. You’re better off driving traffic to your mobile-friendly website.

3) Charitable Efforts

More and more, people want to make sure they’re spending responsibly. As companies come under fire for derogatory statements by leadership or wasteful business practices, today’s consumer wants their dollar to go somewhere worthwhile.

The uptick in cause marketing and the success of cause-based for-profit companies like TOMs shows how critical it is for brands to do good and be good.

This doesn’t mean you need to donate all of your profits to world peace or pivot to becoming a charitable nonprofit. You can tie sales goals to a cause that your customers care about, such as announcing via Facebook that you’ll give a percent of profits on a certain item to a local homeless shelter or posting an Instagram coupon saying customers can get 25 percent off by donating school supplies.

Holidays are the time to make an emotional appeal, whether that’s laughter or tears. Brands all over the world have put away the schtick this holiday season to connect with their customers emotionally. You can do that on a local scale, by showcasing yourself as a charitable neighbor.

Bay Area clothing retailer Oaklandish has this down to a science. The company embraces its standing, partnering with local organizations and giving back. They know they’re not just a business in Oakland, but a member of the community.

Find ways that you can emotionally connect with your customers by getting involved with causes close to them, and to you, and tell that story responsibly on social.

Written by Justin L.

This blog post is part of a series focusing on emerging brands, startups and small businesses that are just beginning their marketing/PR efforts.

How are we defining a small business? Although the Small Business Administration typically defines a small business as less than 500 employees, this series focuses on businesses that are even smaller than that.

By now, social media is so ubiquitous that it feels like an everyday part of one’s life, no different than email (which, umm, why has no one disrupted this yet??). Yet the majority of small businesses (or even Small to Medium Business – SMBs) still lack basic social media strategy, with some lacking even a presence.

This series will focus on which social media platforms are optimal for a small business brand. This is NOT for social media advertising (which will come later) but for organic marketing on social media. We’ll discuss content, advertising and integration in later blog posts.

This particular series will focus on U.S.-based small businesses/startups that caters to consumers (not B2B), and that don’t have the budget to hire folks like us. They’ll have to start scrappy and do it for themselves.

With all of that out of the way, which social media platforms should a brand new small business catering to consumers focus on? Given that the small brand will have to DIY their social media marketing, and resources are extremely tight, only one or two platforms can be tackled for optimal ROI.

Facebook

Facebook is still the #1 platform in the U.S. and will likely remain at that top spot for a while. There are few businesses and brands that Facebook doesn’t make sense for. However, Facebook is now pay-to-play (gotta justify that stock price!) so if you aren’t routinely “boosting” posts, then you’re SOL. Even spending $5 on one post per month will see your engagement skyrocket, compared to not spending any money at all. Does this suck for brands with extremely limited budgets? Absolutely. But we all knew that the free ride wouldn’t last, especially when Facebook went public.

While $5 for, say, a weekly post won’t break any budgets, it can add up. Unfortunately, depending on organic reach is a thing of the past. How can a small business get around having to pay-to-play? Hashtags have become as critical to audience growth on Facebook as it has on Twitter and Instagram. So #hashtag the #shiz out of that #ish (<–don’t actually do that – that’s really dumb). Another way to grow an audience is to tag/mention other pages.

But ultimately, content is still king. Videos can still “go viral” without plugging in your credit card number. And sometimes, a brand can just get plain lucky. Look at the Kohl’s Chewbacca mom video for proof of that. Treat your customers well and you might be surprised how they will reward your brand on social media.

Twitter

For many B2C brands, Twitter will be as important as Facebook. We have found Twitter to be the best platform for local brick & mortar businesses, in particular. The best businesses that thrive on Twitter are still ones like Kogi taco truck (the brand that revolutionized local social marketing on Twitter), that can tweet out a location, or a special deal, for customers who might be wandering nearby.

Be warned, however. Twitter has become a customer service platform, with customers routinely tweeting complaints to brands. B2C brands in particular bear the brunt of Twitter complaints. If you don’t have a way to address customer service complaints on Twitter, you’ll be digging yourself a hole that will be difficult to crawl out of. Even before you set up your Twitter page (or Facebook, for that matter), make sure you have customer service response plan in place. Whether it’s merely responding to a tweet with an email address to contact, or actually addressing issues directly, have a plan and don’t be caught unaware. Unlike Facebook, you can’t delete or hide criticisms on Twitter. It’s the most transparent of platforms.

Instagram

If you have even a somewhat visually appealing store or product, then Instagram is your best option. The engagement on Instagram is significantly higher than any of the other platforms; however, that doesn’t mean it translates into sales. If you’re suddenly rewarded with hundreds of likes for your photo, don’t get *too* excited. Instagram is not great at driving sales or traffic, primarily because it doesn’t easily allow for links. But what it’s great for is showcasing your brand in a visually compelling way.

The businesses that it’s particular great for: Consumer products, especially fashion brands; entertainment brands; stores such as bookstores and consumer goods; travel and luxury brands; restaurants/food brands.

Because so many Instagram users will take photos of your business, it’s important to acknowledge them (favoriting/liking their photo, via the heart icon, is a good start), and then engage and occasionally reward them (we’ll talk about engagement and rewards later).

When regramming a user’s photo/video, be sure to tag them and credit them (better yet, ask for permission first. Most users are more than happy to see their photos be picked up).

There are so many ways to be creative on Instagram. Leverage the layout, for instance, with a photo collage. Use the video function to drive traffic outside of the app, etc. It’s one of the best marketing platforms for any brand that can take a simple photo.

We’ll discuss the other social media platforms in part II of our series. Check back on bethechangepr.com/news. Hit us up on Facebook or Twitter as well.