Pennsylvania has a diverse and thriving startup scene, but it can be difficult to gain an edge with larger retailers or national brands. Many successful startups in Pennsylvania have employed a few strategic tactics to establish their presence in the market and cultivate a loyal audience for their brand. You won’t need millions in marketing budgets; you’ll just need to get creative about connecting with the community. From creatives in Philly to tech hubs in Pittsburgh, you’ll want to learn some of these valuable lessons from successful small businesses in your area to grow your own brand.
Many startups in Pennsylvania have found that relying solely on data doesn’t provide a comprehensive picture of successful marketing strategies. A combination of marketing data analytics and customer feedback can help you test more ideas and techniques that have the biggest chances of success. Pay attention to ad conversion data, email engagement rates, and customer journeys, but also welcome feedback. Conduct surveys or product test groups. Utilize a scalable weather API to help break down the various climate factors that influence your buyers. Don’t underestimate the power of listening to your customers. Combined with data and market research, you’ll go much farther.
You’ll find a very competitive and saturated market when you broaden your audience. A certain wellness brand in Pennsylvania discovered that a general skincare-focused brand was too broad to gain a competitive edge in the market. When they narrowed their focus to eco-conscious mothers, they created an incredibly loyal and extensive customer base. Within your industry or market, ensure you’re targeting a specific niche or solving a particular problem that larger brands in the market are not. Don’t be afraid to get specific when starting your business. Even though your audience will get smaller, they can be more loyal, and your message can be stronger.
Many small Pennsylvania businesses, particularly restaurants and boutiques, found that their foot traffic increased exponentially when they ran hyper-local targeted ads on social media. Instead of marketing within your state or town, try targeting audiences within a few miles of you. Use relevant local hashtags in your social media posts and consider using paid advertising to target your surrounding neighbors. You may be surprised at how effective your marketing strategy becomes the more specifically local you go. These tactics can be particularly effective for small businesses in larger Pennsylvania cities, such as Philadelphia or Pittsburgh.
Research local social media influencers or “internet famous” people in your area. Even if they don’t have millions of followers, many businesses find that teaming up with local popular figures helps them tap into their loyal and extremely local audience. Aim for local influencers that are already within your industry, such as a wellness influencer for your vitamin brand or a fitness influencer for your local gym. Small fitness businesses in cities like Pittsburgh have found considerable success by teaming up with Pittsburgh-based fitness influencers on Instagram or TikTok, even though their follower counts are under 10,000.
Is there an interesting story behind your brand or products? Storytelling can create a loyal audience with a passion for your business. A Pennsylvania-based bakery discovered that sharing the stories behind recipes passed down through many generations resonated with its audience and increased foot traffic. No matter what you’re selling, you likely have a story to tell of how you found passion for the business, how it was started, or how you grew. Find a way to connect with customers in a way they can relate to. Sharing your story is what people will buy into. You can create a video version of your story on social media or a text-based version for your website biography. If you have a brick-and-mortar location, sharing your story personally or incorporating it into your interior design can be both helpful and inspiring.
Local and word-of-mouth marketing are key for small businesses in Pennsylvania (and everywhere), but you shouldn’t overlook online communities. There are many online groups for niche audiences, including ones in your area, that will benefit from your presence. Connect with locals online through social media, community groups (including subreddits or Facebook groups), and on your website to help spread the word about your business. Many Pennsylvania locals research businesses online before visiting them, and targeted ads may come their way that can influence the brands they choose and the businesses they visit. Learn about social media marketing, search engine optimization (SEO), and establishing a unique online presence. You can get a digital marketing or SEO firm to help you if you’re not tech-savvy. Small Pennsylvania businesses that utilize online platforms experience significantly more success.
In Pennsylvania, small businesses are successful because they connect with local communities, target their audiences, and utilize online spaces to expand their reach. Many local businesses in the state have achieved considerable success by telling a compelling story about their brand, identifying local influencers, and investing in hyper-targeted local marketing ads. You don’t need the reach or money of big companies to be competitive and successful; you just need passion, a compelling story, and a relevant audience.
