Why PR is crucial to keeping your business going in 2022
With the cost of living increasing and disposable income decreasing, customers are feeling the pinch, and brands are understandably worried about what this will do to their sales.
While we know the stress around the current economic uncertainty continues to grow, consumer trends are in your favour and there are ways you can proactively respond to inflation.
You need to be capturing customers looking to spend and the best way to do this is through press coverage. In this blog post, we take a look at why small businesses are in a great position right now and why PR is crucial to keep your business going in 2022.
Online shopping will continue to dominate and customers want to buy directly from brands
While the current economic uncertainty is affecting both consumers and businesses, people are still spending - they’re just more cautious of who they’re spending with.
Consumers are also shopping online more than ever before. In fact, eCommerce accounts for 36.3% of all online sales in the UK alone, and this is a trend that will continue to dominate.
Customers want to buy directly from brands and are actively searching for small businesses to buy from. However, in order for them to find you, you have to be on their radar - and being seen through PR coverage is the best way to achieve this.
When a consumer is on the lookout for a particular product, often the first thing they do is a Google search - in fact, almost half of product searches begin on Google. They look at the search results that come up and compare the brands that pop up first. The thing to remember is that online magazine features will rank organically in the search engines.
For example, if a person searches for ‘vegan-friendly face cream’, the top hits that rank organically are almost always publications featuring such products. If you're featured in these articles, your SEO will increase which means you’ll be more visible online and more discoverable to potential customers looking for products just like yours. You’ll also appear more credible and will instantly build trust with consumers. Having the press’s ‘seal of approval’ is so powerful in customers’ buying decisions.
2. Consumers are more sustainably conscious
Potential customers are also becoming more conscious about making sustainable choices - including the businesses they buy from. For example, statistics show that consumers will pay up to 35% more for sustainable products. Does your company sell sustainable products? If so, are you getting your message out there through PR coverage and telling potential customers about your sustainable products?
It's also becoming increasingly important for consumers to have an emotional connection with your brand. Communication is crucial in building this with potential customers. Consumers are interested in your story, your mission and your values. If they make a personal connection to you, they are far more likely to buy from you. If you connect with them emotionally and tell your story, they will want to support you rather than a big brand. 'Raise your profile' PR interviews and small business features in the press are a great way to get your story out there and allow people to learn more about you and your journey.
Many consumers also crave the bespoke and 'personal' experience only a small business can offer. And so, will choose brands that meet their needs and that offer quality products. What makes your brand stand out? Do you have sustainable and beautiful packaging? Do you offer gift wrapping? And hassle-free returns? All of these things leave the customer no reason not to buy from you, but without PR, they won’t be able to find you. You need to be on the radar of potential customers - and PR plays a crucial part in helping you achieve this. By having your brand and product featured in the press, you'll be sure to stay visible to people looking to purchase.
3. ‘Shop local’ is here to stay
During the pandemic, there was an increase in people shopping locally and this is a trend that is here to stay. According to Retail Gazette, ‘nine in 10 Brits who have been shopping locally throughout the pandemic say they will keep doing this to support smaller and independent retailers even after all restrictions end.’
People are heading to their high streets and independent shops - but they’re also keen to shop from local businesses online that don’t necessarily have a brick and mortar store.
Aside from marketing and social media, a great way to capture local customers is through local press coverage. Local and regional magazines and newspapers are always keen to support and champion local businesses and by being featured in these publications, you’ll be able to capture a wider audience locally. Just think about when you buy from a brand in your area, the shopping experience instantly feels more personable.
While the current economic climate is feeling uncertain, small businesses are in a great position. We know people are still spending and want to shop small, but they need to be able to find you. As you know, being visible and telling your story to create an emotional connection with potential customers is crucial. And PR allows you to do both of these things.
Are you keen to kickstart your PR journey and reach thousands of new customers? The press is always on the lookout for products to feature and love hearing from small businesses and brands. Through our PR membership, you get access to the press contacts, learning, email templates and support you need to confidently pitch to the press and gain coverage in just 90 minutes per week. That’s 90 minutes that will really help drive your brand forward. Learn more about our PR memberships here.