5 reasons why you CAN & SHOULD take on the GIANTS of business with Inbound Marketing

If there were ever a David vs. Goliath story today, it would be a small business’s ability to take on business giants.

Did Sokoloff just lose his marbles?  Was he on pain medications when writing this entry? I may have lost many of my readers after that last sentence, but I ask you to bare with me for a few minutes.

Now I’m not talking about going head to head utilizing traditional outbound marketing (tv, radio, direct mail, cold calling, etc).  As we all know, large corporations usually have deep pockets, and they can surely win that marathon.

What I am asserting here is that a small business can compete with a giant on the internet; the world wide web.  A place were DVR’s cannot fast forward through TV spots, a place where satellite radio can’t ignore advertising, a place where people can’t rip up their junk mail, and a place where caller id or gatekeepers can’t screen solicitors.

You see since the idea behind inbound marketing, also referred to as content marketing, is to be found when people actually have a need for something, that they are not looking to turn it off, fast forward it, or screen the call.  They are coming to you because they have a need to be filled, and there is no place better today to quickly access information than the internet.

Okay Sokoloff, that seems to make sense, but once again don’t the big guys still have the advantage with their size, strength, and spending? I say absolutely not, and here are five reasons why the internet is the great equalizer for a small business to take on the Giants:

1. Passion vs. Pencil Pushers

You see, the beauty of the internet is that it actually allows common folks to share their passion with the world. No need to have a PR firm, a publisher, or an ad agency.  I don’t care how many bloggers or astro-turfers a big company is using.  A typical small business owner is bursting with passion, and passion equals compelling content.  It is that compelling content that attracts people to it like hundreds of thousands of miniature magnets.  When content lacks passion, as with the armies of corporate pencil pushers, the content sets off a lack-of-realness alarm, and the viewers will bounce until they find something more compelling.

2. Transparency vs. Treachery

The big boys are having a real hard time with this one; to actually admit that they have a problem, or accept criticism.  They, for the most part, also have a very hard time “keeping it real”, to actually talk about the negative aspects of their products or industry.  Just like passion and the ability to see through “pencil-pushed” content, the lack of transparency with today’s social savvy internet user is a glaring hole.  Everyone in the corporate world is worried about pissing off their boss and losing their job, so their strategy is to use non-disclosure, and political correctness.  As a small business owner, you have the ability the easily embrace transparency yourself, and empower your team to do so as well.

3. Content vs. Cost Per Clicks

I’m sure you have heard the term “what have you done for me lately?”  I know I used to hear that in my sleep when in corporate life.  Nothing was ever good enough.  You could have been killing it on nine out of ten key metrics, and the only thing you would ever hear is about the one that got away! With this concept in mind, I would suggest to you that big corporations don’t have the patience for inbound marketing.  You see, they need results now.  Inbound takes at least sixty to ninety days for the roots to take hold, and for the “suits” of the world, that is an eternity.  Their arena is pay per click advertising and remarketing.  While it does have some benefits, they are only renting the space.  Content can live on forever!

4. Social vs. Scripted

As I stated with reason #2, social media is all about being transparent, to let your personality and your employees personalities shine through.  Social is also about relationship building, not being scripted as many large companies love to do.

Take this awesome example of a twitter conversion I came across.  @JoanneCipressi was interacting with some of her twitter followers; as she does so well.  One such follower was asking Joanne for some advice.  Rather than tell this guy that he needs to pay for her knowledge, she warmly offered up some thoughts to help this gentleman.  To her complete surprise, he responded by making a payment to her Paypal account.  It wasn’t prompted, requested, or necessary.  That is the power of social interaction, and stuff like that can’t be scripted if you tried!

5. Rapidness vs. Red Tape

The great Ty Cobb once said “Speed is a great asset; but it’s greater when it’s combined with quickness – and there’s a big difference”.  As a small business owner, this may be your greatest strength.  The ability to be agile, springing from one inbound strategy to the next.  The Giants cannot move this fast.  It is not in their DNA.  They have to move through layers upon layers of red tape to get anything approved.  Use this to your advantage and implement a editorial calendar that can’t be reckoned with.

Want to grow even faster? Implement this quick and agile strategy with your team, even if that is just a few employees.  People love to show what they know, and their passion for doing it.  Inbound content creation is the perfect vehicle for this release.  It becomes a true team effort!

Never in history has the ability to promote yourself, or your business, been so widely available to the masses.  The number of people who access the internet today is staggering, and that number continues to grow at an astounding pace.  Who will be the next great David and Goliath story of the internet?

Batter Up!

Do you think I’m off my rocker with this argument? If so, give me your reasons.

There are some awesome David and Goliath business stories out there. What are some of your favorites?

How would you add or change this strategy?  What else have you done that has worked?

image credit: truthaboutcars.com