Small Businesses Marketing: How To Survive Against Giant Companies

Like Money, Top Heavy Happens With Information, Too

It’s not just money that pools like mercury: Information (or rather who controls or distributes it) does as well. Google is trying its best to weed out content farms…. yes… there is irony given where this is being posted… but like a 12 year old kid who hacks into secure government systems, people will always find ways to exploit the quantity of their content. Information is the new capital insofar as once you have a lot of it you can more easily make more of it. Information creates information. Traffic creates traffic. The larger a the company, the greater its ability to refine, improve, and expand its content – and the more difficult it becomes for small businesses to compete. For a new business trying to get seen online it can (it IS) very frustrating.

To get your new business seen online you can pay for ads, you can post articles, you can blog like crazy and comment on as many sites as you can find to get back links… heck (though I do not condone this approach) you can buy links with metaphorically shady back-alley deals). What I say: you gotta THINK like the top 1% of the information income class.

One option I’ve thrown out there on another site is for search engines to become more Small Business Friendly. Location based services and maps have helped a lot to highlight local business nearby… but insofar as SEO, small business still just can’t compete; we get out bought on search ads, and overwhelmed on content creation. So why not let the user choose? Buy local is everywhere (including some websites.. who are giant companies, of course, with local branches, but at least it’s a start). Imagine the implications if Google would go so far as adding a small business only button when people start their search – just as an option – that filtered out any non-local or big business who’s already monetizing and monopolizing all the content online.

Not likely to ever happen, but one can dream.

Market Share

Independent grocery and music stores do it: create regional or national groups so that they, combined, can have comparable buying power of WalMart and Guitar Center – without that leverage they cannot compete. So too should small most businesses. They know that they HAD to join forces or else they be forced out simply because they didn’t have the volume required for low cost, high profit margin like the giants.

ALL small business can benefit from this approach. Not just with purchasing, but with marketing. Share your Market. Partner with like-minded and like-minded businesses in different regions for purchasing, and partner with different industries that compliment your core business for co-branding, co-sponsorships, OEM deals, etc.

Market Share. Growth through strategic partnerships. It’s NOT something reserved only for big businesses. A sole proprietorship can do it just was readily as an international corporation.

To Start, consider sharing your market in these ways:

  • By Region: contact people who offer the same services, but in regions where you don’t compete. Create your own group. By the time you have 4-5 in your group, your advertising reach goes up while individual costs down.
  • Bundle Products: Go beyond just having a Pentium chip in an HP computer, find complementary products (wine if you sell chocolate, etc.) and contact them. Create product bundles that are sold at both of your locations. Fund product synergy and work it.
  • Email & Social Share Within Your New Network: word of mouth is still the sweetest for small business, so once you’ve expanded your partnerships, be very aggressive to ensure that everyone within the partnership is cross-promoting on social networks as well as adding your special offers within their email newsletters (and vice versa).
  • Segment Your Revenue Streams and Partner Accordingly: you might have three or for different levels of products or services (high-end vs entry-level, etc). If this is the case, then the types of market sharing you choose is important to maintain both the perceived value, and how that partnership might help your niche products / services to reach new markets.

Think Big.

I’ve encountered a lot of start ups of small businesses who think strategic partnerships and leveraging buying and information power is only for “the big boys”, but that is absolutely not the case. Small businesses can do it, too. It takes a little more footwork, but you can do it.