Seven reasons awards are a win-win for businesses

In my first business, an online shopping platform for mums, I wanted to be positioned as delivering a great customer service experience, writes Katrina McCarter. And even then, I believed harnessing the power of awards is a great marketing with no money way for small businesses to elevate their visibility, positioning and sales.

So, in my first six months, I chased an award for Best Customer Service. And I won. Yep, very cool. Mostly because it sent a clear message to the marketplace that I must be good, because I was an award winner.

Next, wanting to position myself as an international speaker, I launched my second book The Mother of All Opportunities in New York at the world’s leading event for brands in this space. I won the peer-voted ‘You Take the Cake’ Best Speaker award. It helped position me as a global speaker and gave confidence to conference organisers internationally in booking me.

Since then, I’ve never wavered from my belief that awards are one of the smartest ways to elevate success (and I know that when potential clients read my bio, they hone in on the fact I’ve been a five-time B&T Women in Media finalist.) So in 2025, wanting to expand my speaking further, I’ve signed up an awards expert to help. With over 8000 awards available globally, the investment is worth it to me.

There’s no shortage of such experts out there. I’ve chosen Karen Hall from Reputation by Design because of her proven success—they’ve won over 840 awards for their clients and are Australia’s most awarded award-writing company. The process starts with identifying what you want to be known for. I’ve gone for ‘international marketing/business speaker who can deliver data backed practical strategies which don’t require a big marketing spend.’

This is the starting point for any small business owner: thinking about what you want to be known for. An incentive for doing it might be that according to statistics from my own Marketing with No Money quiz, only 36% of 257 respondents enter two or more marketing awards every year.

It’s a big missed opportunity.

I know that as a small biz owner, you’re constantly juggling priorities and finding time to consider awards might not feel like a top priority. But let me tell you—2025 is the year to change that mindset.

Awards are an untapped powerhouse that can transform your business in ways you might not even realize.

In 2025, leveraging awards could transform your success.

My top seven reasons small businesses should make awards a key part of their strategy

1. Instant credibility and trust

When potential customers or clients see that you’ve won an award, it’s no longer just you saying, ‘Hey, we’re awesome!’. It’s an unbiased entity backing you up. Awards are a credibility booster, positioning your business as a leader in your industry and making it easier for people to choose you over competitors.

They’re an independent seal of approval that builds trust with customers, investors, and even employees. When people see ‘award-winning’ in your marketing, it gives them confidence that they’re choosing the best.

2. Free publicity

Awards come with built-in PR opportunities. Winning or even being shortlisted can earn you coverage in local media, industry publications, and social media platforms—all for free. It’s an excellent way to share your story, reach new audiences, and increase your visibility without a massive marketing budget.

3. Stand out in a crowded market

No matter your industry, competition is fierce. Awards help you stand out by differentiating your business from the pack. Customers naturally gravitate toward businesses that have been recognised for their excellence. In 2025, when consumer choices are more selective, this recognition can be the deciding factor.

4. Boost employee morale

Awards aren’t just for external recognition. They’re a great way to celebrate your team’s hard work. Winning an award validates their contributions, boosts morale and strengthens loyalty. It also makes your business more attractive to potential hires, positioning you as an employer of choice in a competitive job market.

5. Unlock new opportunities

Success breeds success. Awards can open doors to partnerships, sponsorships, and speaking engagements. They also attract potential investors and collaborators. Being recognized as a leader in your field can create a ripple effect, leading to opportunities you might not have anticipated.

6. Increase customer loyalty

Sure, awards attract new customers but they also reinforce loyalty among existing ones. Customers feel proud to support an award-winning business, and it strengthens their emotional connection to your brand. Sharing your award wins through emails or social media can also re-engage your customer base and encourage repeat purchases.

7. Fuel your marketing

Awards provide endless marketing opportunities. From social media posts to press releases and website banners, you can leverage your wins to build awareness and credibility. Awards also improve your SEO, making it easier for potential customers to find you online. In an era where visibility is key, this is a significant advantage.

If awards haven’t been on your radar, now’s the time to act. They’re a low-cost, high-impact way to elevate your business.

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