You’ve got them in your sites, that thick black haired back, its bulging traps. Arms like mountains churning the highways below, the deep rumble of its voicebox pulling your throat through your gut. Beads of sweat sting the corners of your eyes, as greased hair tangles its way into the wet of your mouth.
You pull the slingshot back. A creak in the fissures of its wooden frame. Ears pricked, it turns to face you, the baying smile knowing, ravenous. Never satisfied. The last words you hear, “I AM AMAZON AND I AM GOD.” Before blackness, and you wake up panting, your bed sheets drenched.
Ok, so perhaps taking on Amazon is a little more than just wishful thinking, but when it comes to slaying the giants of your industry don’t count yourself out of the fight before it’s even begun. With your small size and big brains, you can create a strategy to get your act together and pull some business your way.
Stalk Your Prey
You see, the good thing about being so small is that you can stalk your prey practically unnoticed. And even if you are seen, you’re not seen as a threat.
Find out where your competition’s customers are hanging out; where they are having discussions, making purchases, forming opinions and be there. Take as much information in as you can about what the customers are saying, what their wants and needs are, and then differentiate yourself.
Show that you can offer a more agile, custom solution to their needs. Demonstrate the added value you can offer. Use the fact that you’re small and driven to your advantage. Customers will respond.
Prepare The Pack
Following on, the beauty of being a small business, with a small team, is that the decision makers at the top are not going to be far removed (if at all) from the actual customers that drive the business.
This means that you can make marketing, product and business decisions based on your clients’ needs far more effectively, and more precisely target your customer base. Just be sure that you transfer this hands-on knowledge through to your marketing materials; whether it’s the on-page copywriting your advertising, social, wherever. Give your customers something identifiable, real and genuine.
Find An Alpha
Or as we call them nowadays, micro-influencer. Getting yourself a brand advocate, recognisable specifically to your customer base will go a HUGE way towards earning trust.
This needn’t be a celebrity, but could be bloggers influential in your niche, reviewers or those with a strong social media presence. The important point is that you don’t just try and connect with anyone. Instead, you want to focus on building a rapport with people whose ideas align with yours.
Why is this important? Because consumers are savvy and they know what businesses are up to. If you’re paying any old guy to plug your product, they’re going to figure it out, and likely will distance themselves from your brand. Getting someone with a genuine passion for your products to communicate this is, well, just so damn good for your reputation.
The best thing about big businesses is that they are slow and sluggish when it comes to change. If you’ve ever played Dark Souls, you know that you can practically roll right out of the way of any attack, and sneak around their back before they’ve even realised what’s going on. Whereas you there, nimble on your toes, are perfectly poised to jab away at their back.
Though this is more than simply marketing speak, this is the way to understand the strengths of your business. By approaching the market with the mindset that you can affect change, and be there to seize opportunity when it comes you will ensure that you’re always ready for it when it arrives. Without getting too hippy-dippy (especially after a Dark Souls reference), you need to be mindful and aware of your position. Realise your potential by being realistic, opportunistic and persistent.