There are so many advantages to owning a small business. Your employees can make a real difference within the company. They are not a ‘cog in the wheel’. You can pursue your passion without going through the bureaucratic red tape to do it. But, competing against the large corporations can be intimidating. They have more manpower and money to create huge marketing campaigns. However, that shouldn’t hold you back. There are many ways a small marketing team can compete against larger corporations.
1. Embracing customer changes:
Billboard advertisements, television commercials, and print ads are expensive. They are still effective. But, not like they once were. Customers have changed in a good way. They know what they want before they walk into the store. They are knowledgeable and have done their research. They don’t need an advertisement to tell them to go buy something. They look to trusted websites with excellent content that tells them about the products or services they are researching.
2. Inbound marketing:
Inbound marketing is a new technique, but many companies have had tremendous success with it. The great thing about inbound is that any size company can use it effectively, even one with a small marketing team. Inbound marketing focuses on building trust and long-term customers through three steps.
The goal is to attract the right customers to your website. Not every client is good for your business. The goal is to focus your attention on the right customers. This can be done with a targeted content strategy, advertisements, and social media campaigns.
If a prospect has been on your site for a while, they are interested. You want to keep that momentum going by engaging the prospect. Consider an enticing call-to-action. Gather information from them in exchange for a freebie. Allow them the opportunity to chat or email a member of your team with any questions they have.
A loyal customer is worth their weight in gold. Delighting your customers will help you earn those loyal customers. The work doesn’t stop after the sale. Make it easy for clients to reach you via chat or email. Create targeted content that continues to add value to your clients. It should be easy and enticing to share, too.
Seeing results from an inbound marketing campaign doesn’t happen overnight. But it does build a solid foundation for loyal repeat business.
3. Become familiar with search engine optimization:
Many large marketing teams still utilize billboards and television advertisements. But, a small marketing team can focus digitally and thrive. The key is understanding SEO. Your customers must be able to find your site, or you will lose business. What are your customers looking for? You can optimize your site for the keywords your customers use in searches. That way you are the first business they see to solve their problem. Understanding SEO and the best keywords for your site will help you with your PPC (pay-per-click) campaigns, too.
4. Invest in marketing automation:
Investing in marketing automation software will make your team run more efficiently. The software allows you to automate repetitive tasks like emails and social media. This frees up your team to focus on content creation and lead nurturing. It allows them to grow your business instead of working on repetitive tasks. Everything cannot be fully automated though. It is a time saver, but shortcuts won’t create a long-term, solid foundation for your business. Buying email lists instead of attracting your ideal customer through your site is one example. Your email blasts may not be reaching your ideal customer, or they may be pestering them. Buying bulk email lists versus nurturing organic leads may work for a while, but it’s not long-term. Marketing automation is an aid to marketers, but it does not replace your team.
Just because you aren’t a huge corporation does not mean you can’t compete. Your small marketing team can be as effective as the larger competition. There are so many non-traditional methods that can yield as much success as traditional ones. They allow any size company to thrive.