Tricks & Tips: How to Compete with Big Brands on Marketing

March 1, 2022
Running a small business can be really challenging. You already have a lot on your plate and still have to prioritize a ton more. Simply running your business isn't the only thing you should worry about. For your business to survive in today’s competitive market, you have to continually come up with excellent marketing strategies. After all, you are competing not only with fellow small businesses but also with corporate giants and big brands. So, how do you go up against these huge companies and come out on top? Below are some tips to help you out.

Know your customers

You can't properly market your products and services if you don't know anything about your customers. Knowing and understanding customer needs is the key to every successful business. Once you know them, you can better come up with effective marketing strategies to persuade both existing and potential customers to invest in your business.

Refine your target audience

Now that you know your customers, try to pinpoint what they all have in common. What is the general profile of the people interested in your products and services? Building an ideal client profile will greatly help you identify your prospects. This is a huge advantage that smaller businesses have over much larger companies. They have the chance to reach very specific markets much more effectively.

Understand what makes your business different

The success of a business largely relies on how you articulate that you are better than competitor brands. In order to do that, you have to understand what makes you unique. Know what you have that others don't. This way, you know how to market in ways that make you stand out. Some top ways to keep your business unique are:
  • More affordable pricing
  • Faster delivery service
  • Greater product features
  • Outstanding customer support
  • Specialized knowledge
  • Personal connection with your audience

Learn brand consistency

Brand consistency is extremely important. Think about big brands like Starbucks or McDonald's, for instance. No matter the location you visit, they all feel familiar, if not exactly the same, right? This is because they know the importance of brand consistency. You may not have countless worldwide branches like them but that doesn't mean you can't put this method into practice. Here are a few tips to ensure brand consistency for your business:

  • Your brand logo and colors should be consistent across websites, brochures, social media posts, etc.
  • Your brand voice should always be consistent, and the tone should be similar across all platforms.
  • Your employees should be aware of your brand standards - everyone should be on the same page.

Establish a solid digital presence

Times have changed and digital presence has become one of the most essential marketing tools for every brand. And it's actually not too challenging. There are tons of free and affordable ways to attract more customers online, such as organic social media marketing. The goal is to get your brand's name out there, where tons of your target audience can see. The more they see you, the better you'll stand out and pique their interest.

Deliver outstanding customer service

One of the biggest advantages of smaller businesses is the opportunity to build stronger, deeper, and more personal relationships with customers. This is why customer service and support are just as valuable as any of your products and services. People always appreciate great relationships and wonderful experiences. Give it to them, and they'll surely come back and stick with your brand.

Improve based on customer feedback

People appreciate it when you genuinely listen to them. Therefore, making adjustments or improvements based on their reviews, comments, and feedback will help keep them loyal to your brand. After all, this shows how much you care about individual experiences, which can set you apart from bigger brands.

Create a customer loyalty program

Creating something like a customer loyalty program helps you keep customers excited to purchase from you again and again. For instance, you can offer them a discount after a certain number of orders and provide a loyalty card to keep track. Or you can give them a chance to choose a product in exchange for a certain number of points. Who wouldn't be excited to collect points or get discounts, right?

Attract the best employees

Your employees can either make or break your business. The more excellent your team is, the better service you can provide your customers. This means a better brand reputation! There are plenty of awesome ways to make sure you get the best talents out there, and here are some of them:

  • Utilize an applicant tracking system so you only review the ats-friendly resume that has specific keywords and qualifications required for each role.
  • Build a supportive and positive culture for your team.
  • Offer cool perks that big brands can't offer such as flexible working schedules, team outings, and more.

Keep your team productive

You've got the best talents and built an excellent team - now what? Part of ensuring that your business continues to thrive is making sure that your employees are constantly productive. Prioritizing your team's well-being and keeping them happy with their job is one of the best ways to do this. A happy and motivated workforce is an engaged and productive one. So, make sure everybody feels valued in their roles in order to do excellent work. Some top and modern ways to do this include:

  • Going on team-building outings
  • Having flexible working schedules
  • Breaking huge goals into smaller piece
  • Prioritizing work-life balance
  • Streamlining digital communications
  • Providing and upgrading company benefits
  • Rewarding best performers
  • Keeping a consistent workflow 

Wrapping up

It’s easy to feel drowned in the deep sea of brands that saturate the market today. Bigger brands have almost unlimited financial means, and you might sometimes feel powerless against them. However, that doesn't mean you allow yourself and your business to get swallowed up by these corporate giants. With proper marketing and by following these tips, you can surely out-swim even the biggest fish in the marketing sea.

This is a guest blog post.

Ava Beischel is a writer and contributor. She writes for niches of business and specifically on marketing. She is also interested in writing about career.

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