There’s a school of thought that’s inherent in many smaller businesses, they have pre-conceived ideas that it’s too difficult to compete with the big boys because they have deep pockets and large budgets, so many of these companies don’t even bother.
However, as an individual who has worked for many large (and small) organisations I believe that most SME’s have an important weapon in their marketing arsenal that they can use to overcome and negate the Cash Mountains and resources of their larger competitors.
This weapon is the fact that they are smaller, nimbler and more agile and the decision making process can (and should be) fast and furious.
Although larger companies may have more resources, in many cases the decision making unit can be slow and cumbersome with many sign-offs required before any decisions can be agreed. Office politics and inter-departmental tensions can cause blockages and slow up the process.
Decision making in large companies can be akin to trying to turn a supertanker, it’s a long, slow laborious process. Whereas in many small companies key decisions can be taken by one person and quickly implemented.
As marketing evolves away from traditional methods and new digital communication channels open up opportunities to engage with a wider audience, businesses who can get their messages out quickly across those multiple channels and pull traffic to their website can steal a march on their slower more conservative opponents.
Why wouldn’t you want to take advantage of that?