With egocentric buyers ruling the buying process and behemoth corporations wooing them with great gobs of enticing content…it can make a small to mid-size provider (SMB) feel helpless. It is hard to find the secret to driving sales growth when you don’t have teams of marketing staff dedicated to attracting buyer attention.
Traditional advertising methods no longer work at all. SMB owners stay up at night trying to find what will work better. Trying to follow the example of big corporations is a good way to go bankrupt. So what can be done to win???
David and Goliath
The Biblical story of a small man using a slingshot to slay the giant seems inappropriate for this discussion. We won’t go into the things David had going for him, but clearly he had advantages that allowed him to win the battle. SMB organizations also have advantages and can quickly learn how to use them.
While a short time ago the way to succeed was about pushing harder and screaming louder, the fist fight to get attention does not work anymore. Large companies have realized that pouring loads of cash into the marketplace no longer works and have adapted to the internet-enabled buyer demands.
SMB companies generally have better products and services. They know their customers better. They really care about the way clients are served on a deeply personal level. Yet way too many of them are on a downward spiral because they have not adapted to the impact of techno-savvy buyers.
How David Wins Today
The ability to focus on a narrowly focused niche is essential for success. While big corporations are chunking down their audience to reach the enviable “highly targeted niche”, the “Davids” (aka SMB) are too often wringing their hands and have no idea how to leverage their advantages.
Small companies enjoy a level playing field when it comes to earning a buyer’s trust. The natural advantage is the fact that they are already close to their customers. When the owner of an SMB thinks of their best customers, they can remember faces and names. They know the age group, profession, hobbies, gender and many other characteristics of their “ideal client”.
Big Company Methods
Corporations use technology to gather the kind of data an SMB already knows. Company employees are hired to sit at computers to gather, analyze and massage all the numbers. They organize focus groups to get to know the customers of each narrow niche. Meetings are called to sit around a conference table and guess at the data that a savvy SMB owner knows without any effort at all.
The Future of SMB Marketing
Corporations are quickly gaining a foothold in every narrow niche out there. They have developed a techno-image of your best customers and are luring them in with content that informs, educates and gains the client’s trust. Ask any small shoe store owner what Zappo’s has done to their business. (Are there any small shoe stores left?) What happened in shoe stores will happen to your company if you let it.
Instead, you can commit to using what you know about your customer base and engage them with good content. If content marketing is a totally foreign concept to you…don’t be embarrassed…don’t get discouraged…and certainly don’t give up.
Learn how to beat the big companies. You instinctively know the hard part. I hope that you will reallocate part of your advertising budget to creating content. Please consider Kate Writes Right to help you. Our team has the skills to assist in planning ways to reach out to your customers on a deeper level than any corporation could ever do. Even with their big budgets and big data, they don’t have a chance competing with you.