The marketing world is already full, so why not give up? It can be easy to adopt that kind of mindset when you are a smaller business or player, competing against much larger competition. Not giving up is, of course, one of the most valuable mindsets to adopt when taking on a marketing stratagem. However, remaining positive isn’t the only thing you’ll need to beat out the big players in the competition.
So, let’s set the scene. You’re a small business or someone trying to run a campaign for a smaller player in the industry. What exactly are your next steps? The challenge is there but, simultaneously, so are opportunities that more extensive marketing campaigns might ultimately miss.
Identify Your Niche Market
One of the most important steps you can take: identify your niche market. Let’s revisit an old analogy—say you are working with a business that makes delicious pies. It’s easy to say that there are lots of companies out there that could boast the same. You can make the argument that your pies are more delicious, affordable, etc., which are great points to make but can also easily get drowned out.
One of the first steps in marketing is to identify your audience and potential customer base. In that research, you will have plenty of opportunities to find niches that big businesses might not otherwise fill. What if your company has the best pecan pies in the area? What if they’ve won lots of local competitions, were featured on a cooking show, or are pillars of the community? These are all points you can use in your marketing campaign to reach an audience that larger businesses often cannot reach.
In essence, you need to identify that niche market and highlight what makes you different from the competition. However, taking these actions, while essential, can fall flat if you don’t have the correct data to back it up initially or know how to take measured risks versus a broader scale approach.
Develop a Local Marketing
We’ve often discussed the best ways to utilize data to your advantage. They can often find themselves working with local advertisements and campaigns versus national or international ones for smaller players. Fortunately, working with data on this scale makes finding patterns a lot easier to spot. Not only that, but data sources can be approached more strategically. Smaller players can typically go out to local events, network with a potential customer base and use social media on a more manageable level.
Implement a source of excellent customer service
Implementing a source of excellent customer service, helping manage a blog, working with local influencers, etc., become significantly more accessible at that scale. Building on your business’s reputation is a must in a campaign of these types. Smaller campaigns allow for the implantation of fantastic customer service and a chance to study and adapt to customer feedback. Potential customers pay attention to reviews, be it on Google, Twitter, or even a Facebook page. Being able to adjust accordingly will serve your business well.
Boosting the reputation isn’t just down to reviews online and customer service. You can use these efforts to take action to inspire customer interest and loyalty. Of course, attracting the best kind of employees plays a crucial role in building and maintaining your business’s reputation. Still, many small players in the marketing world have also found success in branded business merchandise, customer loyalty programs, and community involvement. The local community will no doubt have plenty of opportunities to network and get your name out there. Whether it is with a mixer, a networking event, or hosting a local sports team, you can use your previous research to identify these opportunities and take measured action to get the word spread.
Continuing on that point, finding ways to take more measured risks without potentially exceeding your budget is crucial. Adapting and responding to any opportunities is also a much faster process for smaller marketing campaigns. These are all things you can use to your advantage. Being able to study further and segment your customer base will allow for more focused efforts. You can begin by testing out marketing trends near the beginning of your campaign. Research other successful businesses in the same community and market. What are they using to interact with customers? What kind of feedback do they regularly receive? Is there a niche in that data that your business can fill?
Have an External Point of View
Answering these questions can be difficult. In instances where you are overwhelmed, it may be worth hiring a marketing professional. A marketing consultant can help you develop a marketing strategy to help deal with competition in a challenging environment. Independent marketing consultants can take a lot of the pressure off of businesses as they try to get off the ground or revamp their marketing efforts. They will assist with the operations, profitability, structure, and strategy for a business and work with clients to make sure they can get the most out of their endeavors.
They can assist with the research that will help you pinpoint a starting place, identify the best SEO strategies, and help assemble a working plan and team that will help determine the company’s brand and help build its reputation. Either way, a marketing consultant can be an excellent investment for a smaller business trying to compete with a larger market or rebrand.
Ultimately, being a small player or business in a world full of billion-dollar marketing campaigns can be intimidating. It might seem like an impossible challenge, but you can develop a strategy that will get you to the end of a successful campaign using these techniques. Identify your market, use your research to identify areas that you can utilize to their full advantage, and don’t worry about throwing every effort into one grand sweep initially. One of the best parts about marketing smaller is taking things more deliberately and establishing your business in the community as one with a solid reputation.