I was remarking to a friend the other day that, more so than ever before, the odds are stacked against the “little guy” succeeding – whether that’s an average person or a small business going up against bigger entities. You can look across the board at any field, really: health/wellness, food, investing, sporting events/access, medicine, advertising/marketing, travel/transportation, etc. The truth is clear: Established money not only gets you “more” these days, it gets you better in just about everything, including quality, service, and often involving the exclusion of the “have-nots.”
Case in point: Let’s take our field of marketing and what many may believe to be a level playing field of search engine optimization (SEO). At its core, it’s about creating relevant content to what people are searching for. Seems straightforward, right? Whoever has the best content wins. But it doesn’t work that way. One thing Google weighs in that SEO equation is “authority.” What that often translates into is brand. The bigger the brand, the bigger the authority because it has established traffic, has a number of links pointing to its website from other sites, and is top-of-mind among audiences. That’s why Yelp will generally rank the no. 1 or no. 2 result for “electricians near me” (even though it’s not an electrical services company) and the reason Tide will generally be on page 1 of results for “How to remove grass stains from jeans”). It’s not that Tide has necessarily better “content,” it’s simply that it’s a bigger entity.
Fair or not fair, that’s how Google tilts the playing field toward big at the expense of what may be great content by a small business.
So, what can you do as a small business? Here are some ways you can tilt the marketing odds more in your favor.
No. 1: Specialize In a Particular Area or Demographic
We say it all the time: Start with a niche, especially when competing against broader players who serve the masses in your particular industry. By focusing on a specific niche or demographic, you can establish yourself as an expert who can tailor your products or services to meet the precise needs of your target audience. This will set you apart from larger competitors who may not be meeting the needs of this specific audience well. Catering to a niche market can also help you build a loyal customer base, as customers are more likely to choose a business that understands and caters to their unique requirements.
For example, let’s say you’re a boutique fitness studio that specializes in high-intensity interval training (HIIT) for busy professionals. By targeting this specific demographic and offering tailored workout programs designed to fit their hectic schedules, the studio can attract clients who value efficiency and results. Similarly, a bakery that specializes in gluten-free desserts can cater to individuals with dietary restrictions, carving out a niche in a crowded market and building a loyal customer base.
No. 2: Create as Much Content as You Can and Be Aggressive
Ok, per our example, you might not make it to no. 1 in search results for every topic or piece you put out online. But could you make it to page 1 or 2, where (depending on the topic), you could potentially start getting more traffic to your site? Yes, you can! By consistently producing high-quality content regularly that is relevant to your target audience, you can increase your visibility and authority in your industry. Unlike larger companies, which may be burdened by bureaucracy and slower decision-making processes, small businesses have the agility to quickly create and distribute content that resonates with their target audience (especially if you’ve refined that targeted audience well).
For example, as a small digital marketing agency, we’re able to outmaneuver many larger competitors by leveraging our ability to produce timely and relevant content on topics that matter to our small business clients. By regularly publishing blog posts (3x a month), whitepapers, and social media updates, we now get traffic from search and other places as a resource for small businesses. Likewise, let’s say you’re a local remodeling or home improvement company. You can stay aggressive by publishing regular updates about local housing prices (remodel vs. buy), interest rate movements, pricing/materials costs, as well as a constant stream of original photos and videos (see no. 4) that bigger players in your industry might struggle to put out.
No. 3: Set Up a Process to Collect as Many Testimonials as You Can
It’s such a cliché to recommend providing great customer service, but the fact is, it matters (especially when you’re a small business). Great customer service generates great word-of-mouth and ultimately social proof. That’s where it’s not only important to provide the kind of service where you get raves, but also collect those testimonials as well. Hence, it’s critical to encourage satisfied customers to leave glowing reviews on platforms like Google Reviews and Yelp. Additionally (although a bit more advanced) it also never hurts to implement structured data markup such as schema.org for ratings and reviews, which can help showcase these testimonials in search engine results, further enhancing your credibility and attracting new customers. Such data can be used in organic and paid results.
For example, let’s say you’re a small local water treatment company that provides reverse osmosis filtration. We encourage our clients in the space to set up a process where they ask customers to review them on Google Reviews (which shows up on your Google My Business profile) and Yelp (which will always rank for service providers) alternatively. Maybe this is using a card with a QR code or a leave-behind of some kind. The more reviews, the better. Similarly, a boutique skincare brand can highlight glowing testimonials from customers who have seen dramatic improvements in their skin, leveraging social proof to build trust and credibility with potential buyers and use its schema.org markup in Google shopping ads.
No. 4: Pay for Original Photography/Videography and Create a Face for Your Business
With today’s phones, you can create great visual content for your business – original photos and videos that can drive more trust and authenticity. Many small businesses don’t do this, yet we see huge impacts in engagement when original photography is used. Indeed, investing in original visual content that showcases your products, services, and team can help humanize your brand and build a strong emotional connection with your audience.
For example, a family-owned or small local restaurant can invest in professional food photography to showcase its mouthwatering dishes on its website and social media channels. By capturing the vibrant colors and textures of its culinary creations, the restaurant can entice hungry diners and elevate its brand image as a destination for delicious dining experiences. Likewise, a small law firm can commission professional headshots of its team members to humanize the practice and convey trustworthiness and approachability to prospective clients.
No. 5: Build a Following on Social Media (Even If You Don’t Love It)
OK, we know many small businesses that think social media is generally worthless. You do a bunch of work to produce content, post it and you get a few likes. And most of them come from friends or family who are not your target market. It happens for sure. But that doesn’t mean, with a little adjustment, you can’t make it worth your while. You can.
If you think about it, social media is an easy way to try to engage a wider audience than just the people who know you. It gives you a platform to be authentically you. It allows you the best opportunity for visibility at a low cost. (If you need help thinking through your social media strategy, don’t hesitate to contact us for a consultation). The other good thing is that social media platforms provide valuable insights into your audience’s preferences and behaviors, allowing you to refine your marketing strategies and better target your efforts.
For example, let’s say you’re a small business that produces clothing made from a unique natural process or material. Why not engage those customers on social media by sharing behind-the-scenes glimpses of the harvesting process, hosting interactive polls to gather feedback on new styles, or featuring user-generated content from satisfied customers? You’ll foster a sense of insider knowledge and community at the same time. Similarly, a boutique clothing store can leverage Instagram’s visual appeal to showcase its latest arrivals, collaborate with local influencers to reach new audiences, and run exclusive promotions to reward loyal followers.
Conclusion
If you’re small, nothing is ever easy when going up against companies with bigger purse strings. But that doesn’t mean it’s impossible. We hope the tips above can encourage or inspire you so that you can take on bigger entities directly. And, if you need help, don’t hesitate to contact us for a free consultation. We’re always happy to meet new businesses and see where we might be able to support your growth journey.
