The Three Goliaths of Small Business Marketing

April 30, 2023 09:21 PM By Will Andre

They say that every blockbuster film has a hero and a villain. These characters and their relationship are foundational to the ways humans empathize with one another. There's no way around these two if you're talking about an epic. The story of making it as a small business is no different, except the blockbuster is more like a fable, and it starts as David versus Goliath. In other words, small business owners have their work cut out for them from the very first page of their book. In fact, it's more like one David versus three Goliaths. Let's get ready to rumble.

Giant challenges at every turn

Small businesses face a multitude of challenges in today's fast-paced and ever-changing business landscape. Inside the mind of a typical small business owner, the questions never end. Is the new customer going to pay on time? How can we save money on costs of goods sold? What will rising interest rates do to our company finances? Whenever one question is answered, at least one new one immediately takes its place. And all of this is even before we get into the personal challenges. We'll have to leave that for a separate post.

In addition to the incessant decisions to be made and barrage of daily uncertainties, there are three invisible Goliaths that every small business owner needs to vanquish in order to see success. They are invisible because it is their lack of existence that challenges every business (especially in its earliest days), and they challenge small businesses in particular. 


Trust is essential to any business, big or small. Without trust, it is difficult to gain customers and retain them. For small businesses, trust can be even more critical, as they often lack the resources and brand recognition of larger competitors. However, building trust can be achieved through a strong brand that resonates with customers. A strong brand represents a set of values, beliefs, and promises that the business makes to its customers. It reflects the personality of the business and its people, which helps to create a bond with customers. A well-crafted brand message and consistent branding across all touchpoints can help to build trust over time. Trust can also be established through social proof, such as customer reviews and testimonials, which validate the business's claims and build credibility.


Visibility is another challenge faced by small businesses. With so many businesses vying for attention, it can be difficult to stand out. However, a consistent digital presence can help to increase visibility and attract new customers. This involves creating and maintaining a website, social media profiles, and other online listings. The website should be optimized for search engines, making it easier for potential customers to find the business online. Social media profiles should be active and engaging, with regular posts that provide value to followers. Online listings, such as Google My Business, should be claimed and updated with accurate information, including hours of operation, reviews, and photos. By maintaining a consistent digital presence, small businesses can increase their visibility and attract new customers.


Time is a precious commodity for both small business owners and their customers. Customers want to find what they need quickly and easily, and small business owners want to minimize the time it takes to make a sale. One way to reduce the time to sale is by being convenient for customers. This means offering multiple channels for customers to make a purchase, such as online ordering, phone orders, and in-store purchases. It also means making the purchasing process as simple and streamlined as possible, with clear pricing, easy payment options, and fast checkout. By being convenient for customers, small businesses can reduce the time to sale and increase customer satisfaction. Make sure you check out our post on the impact of lead response times.


David versus Goliath is a classic story of the underdog winning. Down in size and brute force, David uses his sensibilities and resources wisely to come out on top. These three Goliaths or challenges that small businesses face can be overcome through a strong brand that builds trust, a consistent digital presence that increases visibility, and being convenient for customers, which reduces the time to sale. By focusing on these three areas, small businesses can establish themselves as trustworthy, visible, and efficient, which can help to attract and retain customers and achieve long-term success.

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