How to Compete with Chains: A Pittsburgh Small Business Survival Guide
Small businesses in Pittsburgh face tough competition from big retail chains. Chains often win with lower prices, bulk discounts, and fast delivery. But small businesses have unique advantages: personalized service, community ties, and local identity. Here's how to stay competitive:
Build a Strong Local Brand: Share your Pittsburgh story, partner with nearby businesses, and offer unique, city-inspired products.
Boost Online Presence: Optimize your Google Business Profile, use local keywords, and create Pittsburgh-focused content.
Enhance Customer Experience: Personalize interactions, start loyalty programs, and offer exclusive perks like discounts or early access.
Leverage Digital Marketing: Use social media to showcase local pride, send targeted email campaigns, and maintain a fast, user-friendly website.
Quick Comparison:
Focus on what sets you apart: your connection to the Pittsburgh community and your ability to deliver a personal touch chains can't match.
Build Your Pittsburgh Brand Identity
Standing out from chain stores means building a strong local identity. Highlight your Pittsburgh roots and connect with the community to create lasting relationships with customers. This local focus can be a key part of your online success.
Tell Your Local Business Story
Sharing your story helps you connect with Pittsburgh customers on a deeper level. Platforms like Storyburgh can help you showcase stories about your founders, employees, and loyal customers. Think about highlighting these aspects:
Team Up with Pittsburgh Businesses
Partnering with other local businesses can strengthen your presence in the community and build trust. Collaborate with nearby law firms or other enterprises for cross-promotional opportunities that can help you reach a wider audience.
Focus on Pittsburgh-Specific Products
Unique, Pittsburgh-inspired products can solidify your local identity. For instance:
Regent Park Naturals offers a "Black and Gold Pierogi Soap on a Rope", blending Pittsburgh's sports pride and Polish heritage. It's made with coconut oil and features a bold, vibrant scent.
Strawberryluna celebrates the city's famously gray skies with their "PGH Greynbow Pittsburgh Grey Rainbow Enamel Pin", a nod to Pittsburgh’s 205 cloudy days.
Mario Zucca Maps creates hand-drawn maps of local landmarks, crafted with FSC® certified materials, making them both artistic and eco-conscious.
These products highlight Pittsburgh's character and set the stage for strengthening your digital presence in the next steps.
Improve Your Local Search Rankings
Boost your visibility in local searches to stand out from larger chains. Start by fine-tuning your Google Business Profile to improve your rankings.
Set Up Google Business Profile
Your Google Business Profile (GBP) is like your online storefront. Google uses three main factors to determine local rankings: relevance, distance, and prominence. Here’s how to optimize your profile:
Write Pittsburgh-Focused Articles
Local content can help you rank for city-specific searches. Write about your involvement in Pittsburgh events, collaborations with local businesses, neighborhood promotions, or products tied to the city.
Add Local Search Terms
Incorporate Pittsburgh-specific keywords that connect your business type with local search intent. Here are some effective keyword patterns:
Create Better Customer Experiences
Stand out locally by offering personalized customer experiences that big chains simply can't match. Small businesses have the edge when it comes to delivering genuine, one-of-a-kind interactions.
Make Each Customer Interaction Count
Every customer interaction is a chance to leave a lasting impression. Personal touches can go a long way. TimeDoctor CEO Liam Martin shares:
We send personalized gifts that aren't that expensive, but customers love them. An example would be sending a customized handwritten note.
Here are some strategies to make your interactions more meaningful:
These thoughtful gestures can also serve as a foundation for loyalty programs that solidify your local presence.
Start a Pittsburgh Rewards Program
Loyalty programs encourage repeat visits and deepen customer relationships. Take inspiration from The Pittsburgh Juice Company (PJC), which has a creative rewards system:
With 100 points redeemable for a $10 credit, this program not only drives repeat visits but also promotes eco-friendly practices like bottle returns.
Add Small Business Perks
Go beyond personalization and loyalty programs by offering exclusive perks that reflect your business's character. The "Downtown Pittsburgh EDGE" program highlights how local perks can outshine chain offerings. Examples include:
De Fer Coffee & Tea: 10% off any coffee or tea order
Millie's Homemade: 20% off purchases (excluding merchandise)
Alihan's Mediterranean Cuisine: A free appetizer with any entree purchase
Mark Krassner from Expectful explains the importance of understanding customer needs:
Acknowledging that you understand their concerns and can find a creative solution to their problem can have ripple effects that improve someone's overall experience and spread to other users.
Consider offering perks that align with your business's personality and the local community vibe. Here are some ideas:
These perks not only enhance customer satisfaction but also strengthen ties with your local community.
Update Your Digital Marketing
Small businesses need a strong digital presence to stand out from larger chains. Here’s how Pittsburgh-based businesses can use digital marketing to their advantage.
Show Pittsburgh Pride on Social Media
Tap into Pittsburgh's local culture to highlight your business's connection to the community. Create content that reflects the city’s character and values.
Send Better Email Campaigns
Email marketing is a great way to keep customers engaged. Using tools like Klaviyo, you can launch targeted campaigns that connect with your audience.
For even better results, make sure your website’s design and performance are top-notch.
Striking Alchemy: Pittsburgh Web Design
Your website should be fast, functional, and reflect Pittsburgh’s unique identity. Striking Alchemy, a local digital marketing studio, specializes in building high-performance websites with Framer technology.
Here’s why working with a local web design studio makes sense:
Nick Kosanovich of Striking Alchemy helps businesses move from outdated platforms to modern Framer sites, improving speed, user experience, and SEO. These updates fit seamlessly into your overall digital strategy.
To tie it all together, align your marketing efforts across these channels for the best results:
Next Steps for Pittsburgh Businesses
Once you've worked on improving your digital presence and customer experience, it's time to focus on tracking progress and refining strategies. Use key performance metrics to measure success and inform your next moves. Tools like Google Analytics can help you monitor Pittsburgh-specific traffic, conversions, and engagement. This data ensures that every adjustment to your strategy is based on real insights.
For additional support, organizations like Allegheny Together offer strategic planning and technical assistance for business districts in Allegheny County. Similarly, Sustainable Pittsburgh provides tools to help track your business's progress in sustainability.
"I'm now more in control of my future", says Megan Datsko, founder of The FURgh, a Pittsburgh-based pet store and dog washing service.
To stay on top of your strategy, hold monthly reviews to evaluate performance and make necessary tweaks. Here's what to focus on:
Review website metrics and local search rankings.
Analyze customer feedback and engagement rates.
Adjust marketing strategies based on how your Pittsburgh audience is responding.
Test different messages and offers to find what works best.
If you're looking for expert guidance, consider working with local specialists like Emulent, who can create tailored marketing strategies. Additionally, building partnerships with local organizations can help fine-tune your approach.
"Passion comes first and foremost as an entrepreneur", says Arthur Pitt, owner of C & J Foods.
You can also connect with groups like Sustainable Pittsburgh to exchange resources and ideas.
