‘Be a digital David in a land of Goliaths’: How a small business can grab customers’ attention

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For small business owners who are tasked with the day-to-day ins and outs of running a successful business on top of marketing and bringing in new clients, deciding where to devote limited resources can feel overwhelming. Even more of a black box is determining what efforts are the most effective.

LinkedIn members recently flocked to a post discussing these challenges, seeking guidance on lessons they can take from large companies’ marketing campaigns, how a one-person shop should brand their business and the most impactful ways of using new technology.

To get answers to the top questions posed by members, I reached out to LinkedIn influencer Ann Handley, the chief content officer of marketing education company MarketingProfs, and marketing expert Marcus Sheridan. Below are their edited answers. 

How do you brand a small business with one owner/employee? - Eileen Harwood

AH: Metaphorically speaking, turn the camera around. The smaller your business is, the more YOU as the owner are an important part of your branding, your marketing and your story. So be sure you are visible.

MS: With only one person, you can say what no one is willing to say, and with the power of video and social media, you can get your thoughts out to the world at scale in an incredibly cost-effective way. But the key to this is a willingness to be polarizing, take a stand on buyer questions within your industry (or other issues within your industry) and openly talk about them. Have an opinion. Share it. Be incisive with your language. Many will be turned off, but many will be impressed and say, “I want to work with that person.”

What percentage of a company’s annual budget should be allocated to marketing? - Michelle Corum

AH: There are no hard rules, but here’s my recommendation: Younger companies should plan to spend more, in the 20 to 25 percent range. A more established company can spend less, about 10 to 15 percent.

What marketing lessons can be taken from what large corporations do and be applied to a small business on a small budget? - Lindsay Mueller

AH: Consistency and brand voice are two things that brands of all sizes can do. By consistency, I mean you publish your marketing materials on a consistent, regular schedule. You need to show up at predictable times. For example, send your email newsletter at the same time every week or month.

MS: I actually find that small businesses have dramatically more creativity and flexibility than large corporations. Small businesses can be a digital David in a land of Goliaths. They don’t have to ask permission. They don’t have to have their content or campaigns run through a board for approval. Rather, they can create new rules of marketing and communication within their space, and once this is done, the large corporations have to follow.

What is the most effective way to use technology to increase awareness around small business products or services? - Matonia Munroe

AH: Pick one and go big. Don’t try to use all tools and all platforms. You should pick one lane, otherwise you’re all over the road.

What are the pros and cons of re-branding? How often is too often? - Stacy Knight

MS: I find that if you’ve become known for something, it can be a massive mistake to try and pivot and completely eliminate the old part of your brand, especially if becoming that brand made you successful in any way.

Your brand should evolve if the marketplace is clearly pushing you in that direction. But if you’re doing it simply because you’re tired of being known for something, tread carefully, as you might be making a mistake in the long run. And if you change your brand too often, you’ll start to look like “the brand that cried wolf”—eventually, no one will listen.

Business owners, do these answers resonate with you? What marketing practices have you taken from larger firms and applied to your own company? What’s worked for you in generating leads and building a larger customer base? Join the conversation in the comments below.