Regardless of how large or small your company may be, the idea of competing with a company like Walmart or Amazon probably has you feeling a little incredulous. It’s not possible, is it?
Of course it is. You can compete with big brands with the right marketing tactics. Remember, the big guys were all once small brands, too. So, how can you go about beating bigger competitors at their own game? Let’s take a look.
Differentiate Yourself
You don’t want to be like those big brands, except in the revenue department, right? No, you want your brand to stand out like a beacon in the night. The only way to do that is to determine what makes you different from the crowd and than capitalize on that.
That difference won’t be your prices, either. While “Always low prices” works for Walmart, that’s not what will set you apart. Your mission, your vision, your product, and your customer service—these are the places where you can overtake your competitors.
Focus on Your Content
Marketing, really, is just educating your customer. You want to let them know how your products or services can solve their pain. Your content is how you deliver that education. And remember: content is much more than your blog.
Buyers are consuming more and more videos, especially the younger demographics. You may find that YouTube, Facebook, and Instagram help you deliver your content better for Generation Z and Millennial audiences. Blogs and articles may resonate better with Generation X and Baby Boomers.
You also have to make sure your buyers can find that content. SEO is still as important today as it has always been. While you can distribute your content through outside sources like Facebook, BuzzFeed, YouTube, and Medium, you can’t guarantee your target audience will find it. Using keywords and search phrases within your articles and video descriptions is crucial.
Long-tail keyword phrases may cut down on the number of times you’re found in searches, but you do get two big benefits from them: First, the big brands aren’t using those phrases, so you have less competition. Second, those long-tail keywords are more likely to funnel customers who are looking for your exact products and services.
Ask and Listen
Are your buyers excited about your brand? Do they love your customer service? The best way to determine this is to simply ask. Post polls on your social media profiles and send out surveys in the mail. Give your buyers the chance to really talk back. And when they do, listen.
Remember that customer service occurs across multiple platforms today, too. You can’t sit by the phone and expect to hear from all your customers. Instead, monitor your social channels to see what your customers are saying. Reach out and engage through Twitter and Facebook when you see buyers experiencing pain your company can solve.
Deliver an Unforgettable Experience
Now, you’ve set yourself apart from the crowd. You’ve determined your target audience. You’ve asked them what they really, really want. It’s time to put these things together into one truly unforgettable experience.
When you deliver on your brand promises, your buyers will remember. They’ll remember that every time a bigger brand drops the ball, and when it’s time to make a purchase again, they’ll be right there at your door with their wallets. And if something should go wrong during the buying process, be prepared to make it right, no matter what the cost.
As more and more companies are automating the sales and marketing process, buyers are looking for that special something. If you’re ready to provide that, then you’re well on your way to competing with the big brands.
As always, we’re here to help if you need it. Be sure to join us in a couple weeks for our latest training course: 6 Steps Top Brands Use to Build Their Marketing Campaigns.
