The landscape is changing for all businesses, regardless of size. Big brands are working to find new, innovative ways to keep customers engaged. Small businesses are fighting for brand recognition against larger retailers with massive resources. You may sometimes feel defeated as a small business, but the competition is ongoing! Here are three ways small businesses can compete with big brands in 2025.
1. Create a Solid Digital Presence to Compete with Big Brands
Thanks to the internet, creating an always-on presence for your brand is easy. People can visit a website at any time and from anywhere in the world. They also have 24/7 access to like, follow, and engage on social media platforms. That’s why it’s essential to create a solid digital presence to be a competitive player in the market.
To start, create an appealing website that promotes your brand while providing relevant, helpful information to your audience. If you’re a small plant company, publish blog posts based on search queries. This could include: “How to care for fiddle leaf figs?” or “What herb does best indoors?” By writing on relatable subject matters, you’re providing your expertise and establishing authority within the industry, even if your company is not one of the big brands.
When it comes to social media, you don’t necessarily need to be on every social platform to be successful. Select one or two where your core demographic audience is and excel in those spaces. Show up every day, engaging with your followers and writing back to their comments. Answer their DMs and create new content or repost content that individuals have tagged you in. Doing so creates a community where your followers will come to expect and anticipate your presence.
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If you’re overwhelmed by the digital landscape, don’t fret. There are plenty of resources available to you, some of which come at little to no cost. A quick Google search can help filter exactly what you’re looking for, from SEO tips to recommendations for social media. You may also consider working with a digital marketing agency to propel your business. Top marketing agencies are well-versed in all things digital and can take your small business to the next level.
2. Build Your Reputation
Reputation is everything. There are too many competitors out there for individuals to stick with a brand that they don’t feel connected to. Having a well-earned reputation takes work but the payoff is huge, particularly for small businesses. A strong reputation can boost customer loyalty, establish credibility, and build company value, leading to increased profits and customer acquisition.
But how do you establish your reputation when so many big and small brands are fighting for the same recognition? The key is to focus on your value proposition. What are you offering that no other brand is offering? Market your products to show the differences between your brand and other similar brands. Highlight your superior customer service and expertise, and educate users about how you can help them improve their lives.
Once you’ve identified and put forth your value proposition, work on gaining more leads through customer reviews. Nine in ten consumers say they look at a review before making a purchase decision. Small businesses can use Google Reviews and Foursquare to improve visibility and build trust within the community. It’s also important to respond to reviews, whether they are positive or negative. A reaction or response from the business shows other potential buyers that you care about and value your customers.
Receiving reviews and feedback also gives you insight into what is going well and what needs improvement. If a customer mentions that shipping took too long, look into the issue and remedy the problem. Acting on feedback will further build your reputation and help your brand stand out among competitors.
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3. Segment Your Audience
Bigger brands and household name big box stores have the advantage of a larger customer pool. However, you can take some of the market share if you segment your audience and target them efficiently. Oftentimes, being a small business means that you get to know your customers on a more personal level. This helps you identify their needs and anticipate what products or services they may find attractive down the line.
To segment your audience, gather data about your target markets from surveys, customer purchase behavior, and data analytics tools. Look for similarities or commonalities in basic demographic information such as geographic location, age, gender, or household income. Newer AI technologies also allow you to analyze psychographic information such as behaviors and interests. Use this information to create specific segments based on identifying characteristics. A bathing suit company might segment by geographic location in warm destinations or target people planning to take a vacation.
Using segments allows you to target your audiences more efficiently. For example, if your findings show your customers are highly engaged on social media, create a Facebook or Instagram campaign. Keep a close eye on performance so you can optimize and pivot if needed. And remember, consumer preferences will change over time. Revisit your audience personas regularly to identify new segments and keep up with their changing desires.
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Position Your Business to Stand out Among Big Brands
As 2025 approaches, think about what you can do to position your small business for success. Keep the above tips in mind to put up a fight against the big brands. And recognize that consumers are looking for ways to support small businesses. In a recent survey, 75% of Americans said the pandemic made them appreciate their local shops even more. Rest easy in knowing that there is room for everyone, including your business!