Big Player Presence, Small Business Budget
For a small business to thrive and win clients in an industry, you need to define a robust and appealing presence on the market. There is no way around it. You need to remain visible to your audience, but you also need to ensure that your small business can maintain its market share despite the competition from larger companies.
What do we mean by larger companies? More often than not the difference occurs on two specific factors. A company that has more workforce can compete on both the productivity and diversity of the offering – whether it’s about services or products.
While a small business that has a substantial budget can compete on the marketing side – with prominent advertising campaigns – and the customer retention – through gifts and attractive discounts. When your company has neither the team nor the money in your small business marketing budget, playing against major competitors can be an impossible dream.
But it isn’t as unachievable as it might first appear. Indeed, the rules of the market are clear. To win clients, you need to focus on creating a presence that nobody can ignore.
You also should look after your customers in ways that can maintain their satisfaction. Ultimately, while big players rely on team numbers and budget to achieve these objectives, there is nothing stopping you from applying a different strategy that will be more effective for your situation.
Can you compete against the big boys even when you don’t have big money? The answer is yes. And here’s how to make it work for your small business.
Outsource your necessary functionalities
First of all, there’s no secret: If you can’t offer the same level of services than a large company, you don’t stand a chance on the market. While your customers might be aware of your size, they don’t want to suffer as a result of it. However, with a limited team, the struggle to keep up with all the necessary functionalities is real.
While you may not be in a position to grow your team to address gaps in skills, you can consider other options to meet your customers’ requirements. At the heart of your small business, there’s the need to keep your customers satisfied and respond to their queries and needs. In other words, you can establish yourself as a caring company even without an in-house customer service team.
Outsourcing can be the solution to your problems. It also ensures that your buyers receive exactly the same attention they are used to with larger companies. Combined with a long-term warranty for manufactured products, you can provide your customers with a tip-top service that is designed to compete with big players.
Even if your small business advertising budget can’t match the scale of your larger competition.
Have a bigger-than-life brand for your small business marketing campaigns
What does your packaging say about your brand?
If you can’t answer the question, you need to pay close attention to the products in your basket next time you go to the shop. Can you remember the brand name of your favorite sandwich?
If you can’t, the chances are that you noticed the ingredients before looking at the name. You don’t interact with the packaging once you’ve opened it. What about your breakfast fruit juice?
If you can visualize the bottle and the logo, you have what is called a memorable brand. Innocent, for instance, is noticeable through its friendly packaging and iconic angel-like display logo. Now the question is: What does your brand packaging say about you?
If you think it doesn’t matter, you need to reconsider your choice. Do you want to be the sandwich packaging that ends in the trash bin as soon as it’s opened? Of course, you don’t! You want to be recognizable. And that’s precisely what this website specializes in.
Your branding visual and message create the personality your business projects onto the market. While it shouldn’t break the bank, you have to work with professionals to develop a design that is impactful and exciting. You want to be seen.
Don’t spend more than you should on your small business marketing budget
What’s the best way to get your business noticed online? Google AdWords immediately jumps to mind. Most entrepreneurs, including small business owners, agree that Google AdWords campaigns have a phenomenal budget advantage: They can be managed and targeted to fit even the smallest of budgets.
However, one of the biggest mistakes you can make when you manage your AdWords campaigns is to end up spending your budget unproductively. Indeed, working with a poor keyword selection can increase your pay-per-click cost dramatically, especially if you’re trying to compete against big players for the same search terms.
Additionally, another common AdWords faux-pas is to set a high bid across all your keywords – this will go through your budget rapidly. You need to focus on creating performing and strategically structured campaigns to achieve visibility and clicks at the lowest possible cost.
Keep it personal
Big companies have a lot of customers. While they have a large team to look after the interests of their buyers, they often can’t take the time to make each customer feel special. But in a small business, you can make a difference by adding a personal touch.
It’s about making the time to write a thank you note with each order for instance.
Doing this simple thing make your company stand out in a crowded market because you make the effort to interact with your customer. Going the extra mile doesn’t have to be costly at all. But it’s a way for your business to create delight where it isn’t expected. And that is precisely why people remember you over your competitors.
Adding thank you cards as a part of your small business marketing budget can go a long way to build trust and rapport with your customers.
Build your niche expertise and become an expert in your field
Last, but not least, customers notice a business that knows exactly what it is talking about. They see an expert. Indeed, where large companies tend to offer a general one size fits all approach, you can differentiate your business by establishing a narrow niche – aka the area of the market for which you are the most passionate about.
Often what keeps small businesses from growing successful is the lack of a niche; if you can’t offer expertise, you have nothing to triumph against your competitors.
Your presence on the market is defined by a variety of factors that are not always reduced to your capital funds. In fact, from your branding to your niche knowledge, you can outplay global companies without breaking the bank.
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