Most small businesses also have small marketing budgets. And it’s pretty much a fact of life that there will always be bigger companies with bigger budgets working in the same space. How can the little guy get noticed?
There are a variety of ways a small business can effectively market themselves and their product without competing in the paid marketing arena so easily dominated by larger companies. Below is a short list of 10 ways you can generate traffic and interest in your company without breaking the bank. That’s right, free marketing. Remember, these are in no particular order. Try to apply some of these to your business and see if you have more success than the larger companies.
1. Make Your Size Matter
Find the benefits of having a smaller company size in your particular market. Does it increase your customer care? Then brag about it. Figure out the ways in which your size is a positive over the other companies in your same industry. It’s not always the best thing to be the biggest company around.
2. Take Advantage of Social Media
Social media provides an excellent opportunity for leveling a playing field. You can create a Facebook page or Twitter account just as easily as the next company. And there’s no reason not to. Of course there are paid or “promoted” tweets and advertising opportunities on other social media. Even still, the opportunity to interact with your users one-on-one and do more than just shout into a void exists for all companies equally. I’ll have a full post in the future on proper use of social media.
Everyone can write. Sure it takes some people longer than others to write good content, but there is no cost obstacle to writing. This is often the single biggest hurdle that businesses must overcome. Often writing is seen as a time-consuming venture which does not yield a return. The truth is writing fresh content can be the single biggest factor for improving your on-site SEO and although the return is not immediate, there is absolutely an incredible amount of value in good content.
4. Be the Expert
Small businesses usually started because the founder(s) knew something. They saw a problem and they created a solution. They are experts at what they do. When competing with a big company the best thing the little guy can do is to establish themselves as an expert in their field. Showcase why you do what you do and why you’re passionate about it.
Focus on what makes you different and those areas where your knowledge makes you more powerful.
5. Feature Guests
Don’t be afraid to reach out to others to have them post information to your website. This will first of all encourage others to point traffic to your site, and secondly, will show that you are open to connections and sharing of information. Everyone is eager to share things they are working on and when they have an opportunity to share that on someone’s site they will not only be willing to guest appear, they will tell everyone they know about it. This will help your small business stay relevant in the industry and become a worthy competitor.
6. Build Lists
Everyone likes to be put on a list (as long as its a positive list). If you are in an industry where you can compile a top 10 (top 100?) then be sure to do so. Not only will you have many other people now interested in where they ranked and how they did but they will also understand you’ve spent time reviewing each. This points again to your expertise in your field. Be sure to do this thoughtfully and carefully.
7. Go Local
Big companies very often fail to understand the nuances and differences of a small community. Small businesses which are involved in their local community understand those details and as a result can meet the needs of their local groups more effectively. You may not get the best business from your local community, but word of mouth spreads rapidly and the more you are involved locally the better chance you have of being recognized elsewhere. Good work spreads.
8. Get Involved
As a small business its important to find ways to be involved. Involved in your local community (as mentioned above) but also involved in your industry. Find the trade shows, the meet-ups, the other places where like-minded people from your field are gathering, and get involved. You don’t have to have the biggest and best booth – in fact you don’t have to have a booth at all. Just be present, shake hands, introduce yourself, make friends.
9. Be Original
Small businesses should never try to just mimic the behemoth company. Of course there are always things to be learned from the others and especially the big companies which have been successful. However, small businesses should focus on what makes them unique and original. This ties into several of the points above. It’s all about finding a niche, demonstrating expertise and differentiating. Being original means being true to the character of the founder and creating the right type of company culture.
Similar to the previous point about being original, the best possible thing is to be willing to be innovative. Capitalize on your company size and your ability to pivot quickly. Find the failure points in the business field you’re in and capitalize on them. Don’t follow the status quo. Be willing to take chances and make changes which the big company will be too reticent to make. Use your size to your advantage and suddenly your perceived weakness (being small) becomes one of your greatest assets.
Small businesses make up the majority of the economy and there is absolutely nothing wrong with being a small business. I love them and love working in them. Just because there is no multi-million dollar marketing budget does not mean we cannot compete with the bigger companies. You don’t have to spend money to have a great marketing campaign. Use some of the points above and begin building your traffic and your audience without spending a penny.
Remember, we’re all in this together.