Local and independent brands must invest in advertising strategy

Let’s get real huns - we’re talking to you local and independent brands.

You can no longer afford to rely solely on organic reach and word-of-mouth - it helps but it’s not a solid strategy. It’s time to really for some real consideration. Without a structured approach to advertising, even the most passionate and well-intended brands risk fading into obscurity.

The importance of an advertising strategy

1. Visibility beyond your existing network Organic reach on social media has plummeted in recent years. Platforms like Facebook, Instagram, LinkedIn and even TikTok now prioritise paid content, making it essential for you to invest in ads if they want to get in front of their ideal customers.

2. Predictable and scalable growth Relying solely on word-of-mouth or organic content creates unpredictable revenue streams - and no one wants that. Paid advertising allows you to scale by systematically reaching new audiences and re-engaging those who have previously interacted with the brand.

3. Targeting the right audience Digital advertising platforms allow for precise targeting, ensuring that your message reaches the people most likely to convert. Instead of broadcasting to a general audience, you can refine your strategy based on location, interests, demographics and past interactions with your brand.

4. Competing with larger brands Local and independent brands often face stiff competition from big-budget corporations. A well-crafted advertising strategy allows them to compete effectively, focusing on their unique value proposition and storytelling to stand out in crowded markets.

Monetising your online community beyond likes

Building an engaged online community is a significant asset for you, but too often, you’ve been taught focus on likes and comments rather than revenue-generating opportunities.

If you have an online audience/ community, here’s how you can turn that engagement into a sustainable revenue stream.

Strategy for an online Community of 20,000 followers or less

If you have an engaged online community/ audience, your messaging should be designed to move followers from passive engagement (likes and comments) to active participation (website visits, purchases, and long-term customer relationships).

Here’s a breakdown of how to achieve that:

Website visit & consideration (landing pages & email marketing)

• Ensure your website has clear CTAs and value-driven messaging.

• Use remarketing ads to target followers who engaged but didn’t convert.

• Offer exclusive content (e.g., early access to new products) to drive traffic.

Conversion (sales & promotions)

• Introduce time-sensitive offers to encourage immediate action.

• Use testimonials and user-generated content to build trust.

• Simplify the purchasing process with a seamless checkout experience.

Long-Term Value (LTV) & Retention

• Implement a loyalty program to reward repeat customers.

• Send personalised recommendations based on past purchases.

• Continue nurturing your community with exclusive perks and behind-the-scenes access.

Integrating Your Community into Business Growth

Your community isn’t just an audience; it’s an integral part of your business strategy. By shifting the focus from vanity metrics (likes and follows) to conversion-driven strategies, you can create a sustainable model where your audience actively contributes to sustainable revenue growth and LTV.

An effective advertising strategy combined with a well-monetised online community, supported with PR and Marketing ensures that you’re not just seen—you thrive.

Looking to learn more and take your business to the next level, join PR Sauce for £32.00 per month.