The Three Goliaths of Small Business Marketing

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.

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.

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.