One of the key questions that small business owners often ask is how they can create buzz and excitement for their brand. This could be based on the launch of a new product or service or a completely new company. Major companies get press attention and people talking about them for seemingly little effort. In fact, a lot of marketing capital goes into this coverage and years go into establishing a brand. So, what can small businesses do to help create a buzz for their brand?
Using Video to Create Buzz
Video is a clever tool in order to create excitement for your brand. When scrolling, people are more likely to watch videos than read text, and video can communicate a brand’s essence and offering quickly. Moreover, video can provide information and be a source of knowledge. Video content is more likely to be shared and therefore result in your content and brand being seen by a wider range of people.
For example, Casino Hacks uses video content to bring to life online slot reviews. By providing a glimpse into gameplay and information on the slot games, the site becomes a useful tool for those who enjoy playing at online casino sites. These videos can be easily shared and are often even streamed live, which adds a sense of immediacy to the content being shown.
Using Influencer Endorsements
When people think of influencers, they think of Jenners and Kardashians charging six figures to post about a product, but actually the industry is a lot more nuanced than that. Micro-influencers could be helpful for small businesses as they have smaller followings, but usually ones that are based in a specific area or for a specific niche.
For example, Toronto-based mobile beauty company Wink and Wave was a part-time business run by Aimee Sloggett, who was surprised to gain influencer endorsement from Cat and Nat. The influencers focus on mothers and ways in which their lives could be made easier, so it made sense to endorse and amplify the message of a beauty company that focused on convenience.
Using Publicity Stunts
Publicity stunts are hard to quantify because some work and some don’t and some achieve sales from success and others don’t. But small businesses who think outside the box can deploy publicity stunts in order to gain media and social media attention to result in brand awareness at the very least.
For example, the Hawksmoor steakhouse in Manchester, England made headlines – in an accidental publicity stunt – when a customer who ordered a £260 bottle of wine was given a £4,500 one. The company laughed it off and made sure that people knew the waiter wasn’t reprimanded (they were in fact promoted). The online attention for the brand was worth far more than the mistake cost and proved a clever marketing strategy – albeit an accidental one.
#Wine #Vino: Hawksmoor promotes staff member who served £4,500 wine by mistake The member of staff at the Manchester branch of steak restaurant Hawksmoor who served a bottle of £4,500 Château Le Pin 2001 to diners by mistake has been promoted to genera… https://t.co/IQ5Aem4HBE pic.twitter.com/zyg6HGTGgU
— #Wine Guru🍷 (@RealWineGuru) September 10, 2019
Driving traffic to a site or social media page can be an uphill battle at times, but there are ways that can alleviate some of the stress. It’s essentially a numbers game at first, so small businesses should work on methods that help drive this traffic. By using video, gaining endorsements from trusted figures, or attempting a publicity stunt, small businesses could help create some buzz for their brand.