After years of working for big companies who service big brands, I find it refreshing to be able to take what I have learned from those experiences and arm my small-business clients with as much knowledge as possible — so they can have the best chance of success.
The number one misconception of my small-business clients is their belief that they can't play on the same field as the big guys, and that they could never be as successful. That is just not true. Twenty years ago it might have been the case, when conventional advertising was incredibly pricey — you would never see large and small brands facing each other across the page. But now, in a marketing world fueled by online content strategy via social media, we're all showing up in the same newsfeeds together.
When a viewer sees a small brand appear alongside a more established brand, the smaller brand is quickly perceived to have as much importance as the big guy. They now occupy the same size space and have the same chance to educate, entertain, and engage. The playing field is automatically leveled, and the viewer gives equal time (depending on content) to both.
Today’s small brands have much more to learn, leverage, and gain by finding ways to play with the big guys. You don't have a million dollar marketing budget, and that's OK. Use what you have to learn what you can. Watch who's above or below you… take note of what they're up to, how they're speaking to their audience, and how they’re using their voice to gain trust and get results.
As a small-business owner you must make your own decisions, but be smart about who influences them. The big guys know a lot but they don't know everything, and sometimes size can slow you down.
Any way you look at it, it's an exciting time to be a small business.