A small business guide to attracting new customers in Manchester

Did you know that 39% of all small businesses in the North West of England are based in Manchester?

This colourful city is a hub for entrepreneurship, with everything from independent record shops to solo well-being ventures finding a home amongst the buzz.

If you’re thinking of starting a business in Manchester, you’re in good company!

But, if you want to set yourself apart in the crowd, you need to know how to reach your audience. To lend a helping hand, we’ve put together some top tips to win over the Manchester market

Know what your market wants

Attracting customers to businesses in Manchester all starts with understanding what your audience is looking for.

Though there isn’t any research (yet!) into Mancunian consumers specifically, you can take a look at your target market based on factors like age, gender, and income.

For example, if you’re trying to attract a younger audience, it’s good to note that Gen Z consumers are more likely to rank quality over price and are increasingly prioritising sustainability when making purchasing decisions.

They also shop consciously, looking at your website, your social media platforms, reviews, and competitor options before making a decision.

Encourage positive local reviews

More than 90% of consumers read reviews before making a purchase, making this one of the most crucial marketing strategies. When it comes to how to attract customers – no matter where you are – the opinions of your existing shoppers matter.

As a Manchester-based business, it’s smart to encourage reviews from your local audience. There are several ways you can do this, including:

• Introducing a discount for any customer who leaves a review
• Handing out business cards that ask for reviews with a purchase
• Adding a QR code to your receipts to make reviewing easy
• Following up online purchases with an invitation to review
• Asking for reviews via social media
• Making it easy to leave a review

This doesn’t have to be a tricky task, either. With a review management tool, like the retail-specific software from Magic, you can automatically send review invites and reply to feedback, helping your business look its best online.

Focus on local SEO keywords

When competing with other small businesses in Manchester, working to boost your online visibility is a must.

Even with an in-person purchase, a lot of your customers will check you out online first, and creating a big digital presence is a great way to gain more attention from your target market.

To cultivate a thriving Manchester-based client list, start with search engine optimisation (SEO). This involves using specific techniques that make your website more relevant in the eyes of search engines, pushing you up the results and placing your brand in front of the right audience.

One of the simplest SEO techniques is keyword optimisation, and this is a great tool for local marketing. You can use geographic keywords, like ‘business in Manchester’, to increase the likeliness that your website will appear for these searches.

If you’re a cafe in the Northern Quarter, for example, you might optimise for keywords like ‘Northern Quarter cafe’ and ‘coffee in Manchester’s Northern Quarter’.

Or, if you’re a recently opened Pug Cafe – a big shout out to CuppaPug! – you might find pug cafe Manchester or dog cafe Manchester working well for you.

Get to grips with map-based search

Map-based search is a key way to build online visibility and should be used alongside SEO methods.

To start appearing on maps for local Manchester searches, set up a Google Business Profile. This not only adds a pin for your company on Google Maps but also shows potential customers important information, including your opening hours, contact details, and customer reviews.

One of the biggest benefits, though, is that you’ll appear right at the top of the page in Google’s local search box when anyone makes a relevant search. It’s a quick way to jump to the top of results and quickly gain more local traffic.

You can do the same with Bing, too, by creating a Bing Places for Business Page. The more maps you’re on, the wider your reach will be!

Reach out to other businesses in Manchester

The Manchester business scene is thriving, giving you access to a whole community of amazing entrepreneurs. If you’re on the hunt for creative ways to attract customers, just look at the shops around you!

By teaming up with other businesses and becoming an active member of the community, you solidify your place in the Manchester scene. Build a reputation as a local business, gain trust through collaboration, and reach a wider audience by working together.

There are plenty of ways that reaching out to businesses can bring fruitful marketing opportunities, including by setting up business-led community events, like a local market or a late-night shopping event. You can also promote each other on social media and find ways to work together, such as through a joint loyalty programme.

The support you’ll find from other local business owners is unmatched. Share ideas and build a prosperous brand image by connecting with the entrepreneurs around you.

Work with local journalists

As one of many small businesses in Manchester, you can stand out by working with journalists. There are plenty of local news outlets and blogs that would love to hear more about your venture, so reach out to them!

By inviting interviews, you get an opportunity to show your audience why your business is different. Be sure to highlight your unique values and give readers a sneak peek at the behind-the-scenes action at your business.

If you’re worried that your brand doesn’t have a unique edge that’ll earn you press coverage, get involved in a local event or begin one yourself.

You can find inspiration for the sort of initiatives that’ll earn you coverage on the I Love MCR.

As soon as you’ve got a story, you’re much more likely to see press attention.

Final thoughts

Businesses in Manchester are known for being innovative, contemporary, and going against the grain. When looking at how to attract new customers, stay creative and use these tips to inspire you for a winning marketing strategy.

To stay connected to the Manchester community and all it has to offer, be sure to read more at I Love Manchester.