We live in an increasingly digital and ‘always on’ world where we are constantly bombarded with content from around the globe. Global brands have long been aware of the nuances of global communication. From differences in time zones and languages, to diversity of culture and traditions — it must all be taken into account for a successful communication strategy.
But if you are a small business with a small budget in a small market with a big message …how can you compete?
Know Your Audience
Marketing and communication strategies are constantly evolving, but regardless of the new and innovative ways available to reach your customer, any marketer is only as good as the data they have.
In the distant past this may have meant a spreadsheet of names and addresses, but fast-forward to the present day and the digital revolution — things are a bit more complicated, but the premise is the same. The first step is understanding your business unique selling propositions (USPs) and your social and ethical values, then aligning your communications to consumers who want those things.
Secondly, the way in which customers want to be communicated to has also changed. The events of the last few years coupled with changes in user behavior and advances in technology have led to a seismic shift in the way brands need to operate to keep competitive. The onset of the digital revolution, the pandemic and worldwide lockdowns have fueled an explosion in digital communication. This, alongside an increase in the digital platforms and channels available to users has led to a huge demand — or even expectation — for a customer-first approach.
Consumers today don’t just want a seamless, ‘always on’ communications experience with their brands of choice. They also want that engagement to be on the channels they prefer and at the time most convenient to them.
For small businesses, it may not be possible to compete in paid for promotional activity such as advertising or paid social, but there are other ways to get your message across.
The DIY Approach
Nobody knows the benefits of your business like you do. By producing your own content, from blogs to white papers or proprietary research, you will have a wealth of useful information to share with potential customers.
And whilst reaching those customers might be harder on a shoestring, utilizing cheaper options coupled with a more targeted data-led approach will allow you to reach the intended audience.
For example, email marketing, far from being a second-rate activity in the age of social commerce, is actually pivotal for brand recognition, customer engagement and loyalty. Not only that, it is highly personalizable and pretty much free.
Similarly, a rise in omnichannel rather than multi-channel digital strategies recently have stemmed from the knowledge that your brand doesn’t need to be everywhere, only in the places where your customers are. This is a good lesson for all communications activity and making intelligent choices on where to spend a limited budget can make all the difference.
Start-ups and small businesses have a tough time making their voices heard in an ever-crowded world but by doing the groundwork to understand where their offering fits with their consumer. By creating useful content that is shared in a logical and perceptive way, they will be rewarded significantly with the growth and progression of their business.
-Caroline Brunton, Senior Account Manager