Okay, maybe not ALL businesses, but what I’ve found lately is that I’m implementing a digital plan using similar tactics for all my clients, regardless of their area of service. When applying the rules of social media, best PR practices, marketing concepts and advertising strategies to small businesses, it’s the formula of each element that varies.
And, I like that. Because the success/or lack of success of one tactic for one client can be applied to another. For example, I found with one client that I was able to increase traffic and awareness of the brand and location, but within the location (e.g. products) there did not exist sufficent inventory to increase sales. But I was able to track hits and participation and realize that the strategy was working but the infrastructure didn’t support it.
Digitally, some options exist, like Angie’s List, for one area of a service business (a landscaping company) that don’t apply to another (attorney). But the same rules can be applied on how to handle reviews or client feedback, whenever it occurs publicly.
As a PR practitioner, I am tasked with being up-to-the-minute aware of latest improvements to best practices and tools, and a bulk of my and my partner’s time is spent keeping our company in that position. Our specialization in small businesses, allows us to really sink our teeth into our clients’ business and implement every tactic to solve their complex business problems.