How to compete with the bigger players when you have a limited digital marketing budget

What can you learn from the big players in your industry? 

The first step to competing with bigger businesses in your industry is understanding their marketing strategies, how their marketing strategies work, where they’re advertising and who they’re advertising to. 

Look at the competitors who are selling the same or similar products and services to you and have a look at their marketing activities to understand the following: 

• What channels they’re using 
• The target audience they’re targeting 
• The language they use 
• The strategies that seem to be working well 
• The calls to action they use 

Larger businesses have the budget to test and optimise their strategies over time and try out different channels to see what works well and what doesn’t. As a small business, you don’t have the same luxury, so learning from these brands can be highly valuable. 

This can reduce some of the hard work (and cost!)) involved in finding the right people in the right places. 

Whilst you might not be able to directly compete in these places for this particular audience, this research can be invaluable for understanding how to structure your own marketing strategy. 

Why do you need to innovate to compete with bigger players? 

We know that, as a smaller business, it can be impossible to compete on an even footing financially with brands that have huge ad spending and utilise a number of different channels to reach their target audience, so it’s important to innovate. 

In any industry, there are a huge number of brands competing for the attention of the same customers. So, whilst you need to be aware of your competitors and what’s working for them, innovating and taking a slightly different approach (such as targeting a more niche audience) can help to find the prospects that your larger competitors are not targeting because they’re not high enough value to them.  

As a smaller business, more niche prospect pools can be more lucrative. As can prospects that can be reached with a unique angle and approach that your competitors aren’t using. 

So, how do you reach these customers? 

Key digital marketing strategies to help you compete against bigger brands 

How do you go up against larger competitors when it comes to digital marketing? Here are some of the key strategies you can implement: 

1. Focus on your Unique Selling Proposition 

Start by clearly defining the elements that set your business apart from your competitors. Your Unique Selling Propositions (USPs) should form the foundation of your marketing strategy. 

This is what makes you different and why customers should choose you over the competition. Ensure your USPs are featured prominently in all of your digital marketing efforts, from your website to your social media profiles. 

2. Optimise your website for SEO 

Search Engine Optimisation (SEO) is a cost-effective way to increase your visibility online. By optimising your website for search engines, you can attract organic traffic without spending a fortune on ads. Focus on: 

• Keyword research: Identify and use keywords that your target audience is searching for. Tools such as Google’s Keyword Planner, SEMrush and Ahrefs can help. 
• On-Page SEO: Ensure your website content, meta descriptions, headers and image alt texts are optimised. 
• Quality Content: Create valuable, informative and engaging content that addresses the needs of your audience. This will help improve your rankings and build credibility. 
• Technical SEO: Ensure your website loads quickly, is mobile-friendly, and has a clean, easy-to-navigate structure.

3. Leverage content marketing 

Content marketing is a powerful tool for building authority and attracting customers. Regularly publish high-quality blog posts, videos, infographics, and other types of content that provide value to your audience. Consider the following strategies: 

• Blogging: Write blog posts that answer common questions and provide solutions to the problems your target audience faces. 
• Guest Posting: Write guest posts for reputable blogs in your industry to reach a wider audience and build backlinks to your site. 
• Video Content: Create engaging videos to explain your products or services, share customer testimonials, or provide tutorials. 

4. Utilise social media wisely 

Social media is a great tool when it comes to digital marketing. With the right approach, you can achieve significant reach and engagement without a massive budget. 

Focus on choosing the right platforms - make sure you know where your target audience is spending most of their time and focus on these efforts. You’ll also need to make sure you post consistently to engage with your audience regularly through high-quality engaging content that’s relevant to both them and your brand. 

5. Invest in email marketing 

Email marketing offers a high return on investment (ROI) and allows you to nurture relationships with your audience. Build and segment your email list to send targeted campaigns that resonate with your subscribers. 

Consider the following: 

• Personalisation: Use personalisation to address your subscribers by name and tailor content to their interests. 
• Automation: Set up automated email sequences for onboarding new subscribers, nurturing leads, and re-engaging inactive customers. 
• Value-driven content: Provide valuable content, exclusive offers, and useful information to keep your subscribers engaged. 

6. Adopt a data-driven approach 

Data is your best friend when it comes to optimising your digital marketing efforts. Use analytics tools to track the performance of your campaigns and make data-driven decisions. 

Key takeaways 

Competing with larger players in your industry doesn’t require a massive budget. By leveraging your unique strengths, optimising your digital presence, and using cost-effective strategies, you can effectively reach and engage with your target audience. 

Remember, consistency and creativity are key. Stay agile, keep experimenting and continually refine your approach based on what works best for your business. With the right strategy, your business can attract customers and grow even in a competitive marketplace. 

If you’d like to know more about how digital marketing can help you grow your business, request a free digital marketing audit. 

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