As senior marketing and sales executives, we all know that business isn’t fair. Most marketplaces, particularly for consumer goods, are a zero-sum game. Somebody wins - and someone loses.
On the playground and in sports, we learned to play fair and that in a fair contest, the winner was always the one who played a better game.
But in business, there are big and small companies, companies with powerful brands, and those starting up.
There are companies with tons of cash and those who struggle to make payroll. Business is not a fair fight, so having a well-rounded business marketing strategy is crucial for leveling the playing field.
Leveling the Playing Field for Small Businesses
If we are going to compete in the marketplace with competitors who have a massive advantage, how are we going to survive, much less win?
To compete and win, we must find and employ asymmetric strategies, tools, and processes to level the playing field. A strong small business marketing strategy works best when it clarifies the brand message, uses the 3-3-3 rule to focus on a few priority audience segments, defines the target market and intended audience, sets goals such as increasing brand awareness, adds key performance indicators, and guides our marketing strategies with clearly defined B2B marketing KPIs.
Evaluating current marketing activities to understand ROI and improve strategies is crucial because focused marketing efforts support business growth for small business owners; tracking performance metrics is essential for marketing effectiveness, and 66% of customers expect companies to understand their needs.
Malcolm Gladwell, in his book David and Goliath - Underdogs, Misfits, and the Art of Battling Giants, said: “Much of what we consider valuable in our world arises out of these kinds of lopsided conflicts because the act of facing overwhelming odds produces greatness and beauty.
And that we consistently get these kinds of conflicts wrong. We misread them. We misinterpret them. Giants are not what we think they are. The same qualities that appear to strengthen them are often the sources of great weakness.”
Well, easy for him to say. He’s not trying to make his annual revenue target while competing for shelf space against a 100-year-old brand with deep pockets.
If we are to win on a not-level playing field or in a tremendously uneven battle, we must find and employ equalizers, force multipliers, and tools that give us an asymmetric advantage.
What are these magical tools, you ask? Well, many businesses succeed by focusing limited resources on cost effective tactics instead of trying to match larger rivals everywhere.
Let’s look to physics as a starting point (yes, physics). Give me a lever long enough and a fulcrum to place it, and I shall move the world.
A lever is a powerful tool that allows one to exert a small amount of effort to exert a larger amount of force.
The two factors in the employment of a lever are the length of the lever and the position of the fulcrum.
Leverage is one of those business buzzwords that is overused and often misunderstood. The word leverage can be used as either a noun or a verb. The definitions are:
Noun: The exertion of force using a lever or an object used in the manner of a lever.
Verb: Use (something) to maximum advantage.
You may say, " I get it." But how does this concept apply to my small business and me in my battle against Goliath?
Asymmetric Digital Marketing for Small Business Marketing
Well, there are a few ways. Two highly effective asymmetric concepts in business are information and agility.
How do I make information asymmetric? Focus on the right information and marketing strategies. Start with keyword research, then use search engine optimization and search engine optimization seo to shape a business website around relevant content that performs better in search engines and search results by applying a thoughtful inbound marketing approach. You should also track website visitors, since Google Analytics gives marketers website visitor data and 99% of marketers use their website for customer outreach. SEO is a longer-term play that can take three to six months, but about 86% of organic clicks go to the first ten websites on Google, and ranking first earns about 29% of clicks.
Most large companies' market research is attitudinal, meaning they ask participants what they think and how they feel.
But, as we all know, what you think and do are not always (maybe not even usually) the same. If you conduct research combining attitudinal insights and behavioral insights, you will come away with information asymmetrically superior to that being collected by your competitor, especially when supported by structured competitive intelligence services.
It is crucial to select the right marketing channels based on your customer base, target market, and intended audience, and for many brands one or two social media platform choices work better than trying to be everywhere on social media. In fact, 55% of customers discover brands there, and 1 in 3 people globally use social media platforms. Different marketing channels, including Amazon and non-Amazon options, can significantly shape your marketing strategies and influence consumer behavior. Content marketing is a cost-effective way to build brand awareness and reach target customers by publishing a blog post, videos, or infographics that share industry insights and other useful information, with short-form video often performing best for engagement. Consistent publishing of high-quality content supports SEO and social media marketing, and social media posts help reinforce that visibility over time, and resources like the Asymmetric Marketing blog can spark new campaign ideas.
Big companies have a very hard time executing the information. Their momentum, history, and culture force them to continue along an existing trajectory. Even if they learn something new that should change their strategy, they rarely can pivot in time to exploit the insight. Smaller firms that focus on gaining an information advantage in 2024 can spot shifts sooner and act on them. That same speed helps email marketing and email campaigns, because small teams can test offers fast, segment lists, monitor click through rates, and collect emails in exchange for a discount; 80% of consumers prefer personalized email communications, and email lists are the only marketing asset you truly own. SMS also works well for time-sensitive flash sales. It is often an overlooked high-ROI channel that can produce immediate feedback.
The example of Kodak obtaining the very first digital photography patent and then being essentially put out of business by that same technology vividly illustrates this concept. In today’s world, we call small companies that exploit new technologies and ideas quickly disruptors. The same advantage applies to local marketing through local seo: optimize a google business profile as a free tool, keep local listings and business hours accurate, create separate location pages for different service areas, and ask local customers for online reviews. Complement these foundations with local advertising techniques for small businesses to expand your footprint even further. That matters because 46% of all Google searches have local intent, Google Business Profile is essential for local visibility, 95% of people read reviews before making a purchase, and “near me” searches increased by 500% from 2015 to 2017. Strong local visibility helps attract potential customers who are searching nearby.
But they are exploiting their ability to move quickly and address an opportunity. At the same time, their competitors continue along the same trajectory they have been on for decades. There are hundreds of examples of this.
Agility is an inherent advantage for smaller organizations. Your smaller business should be able to adapt more easily and quickly than your larger competitors. You can learn something new, devise a plan to capitalize on that insight, and implement it—all before Goliath can schedule the quarterly strategy meeting to discuss their ideas. Agility also makes paid advertising easier to manage, especially with google ads, where you can control ad spend, allocate a strategic marketing budget carefully, target ZIP codes, and reach buyers on mobile devices with localized campaigns. With over 70% of the world's population expected to have mobile internet by 2023, fast mobile-friendly outreach matters even more. And near the end of a plan, direct mail, print advertising, business cards, and even a free gift can still move nearby buyers when paired with traditional advertising tactics tailored for local small businesses, plus local events, community connections, and community sponsorships that put a face to your brand and build local awareness, while a graphic designer or influencer marketing partner can sharpen the message. Partnering with non-competing local businesses can create mutually beneficial relationships and extend your reach, and facebook groups can help you reach nearby audiences without spending money while you layer in additional local advertising ideas. A loyalty program also matters, because it is cheaper to keep an existing customer than acquire a new one. Some firms also bring in a marketing team or pr agency when they need extra help executing outreach.
This agility is one highly asymmetric concept that can level the playing field for you.
Frequently Asked Questions (FAQ) About Asymmetric Marketing for Small Business
What exactly is Asymmetric Marketing?
Asymmetric Marketing is a strategic approach that leverages unconventional and creative tactics to outmaneuver larger competitors. It maximizes your business's strengths and unique aspects while minimizing resource waste. The goal is to achieve significant growth and market presence without extensive budgets.
How can Asymmetric Marketing benefit my small business?
Asymmetric Marketing is particularly beneficial for small businesses because it allows you to compete effectively with larger companies using targeted, innovative strategies. You can achieve substantial growth even with limited resources by focusing on areas where you can make the most impact—niche marketing, personalized customer engagement, and agile digital campaigns.
Is Asymmetric Marketing suitable for all industries?
Yes, Asymmetric Marketing can be adapted to suit any industry. The key is understanding your market, identifying your unique value proposition, and implementing creative strategies that resonate with your target audience. Whether in retail, services, technology, or any other sector, Asymmetric Marketing offers versatile tools to help you stand out.
How do I know if my business is ready for Asymmetric Marketing?
If you want to grow your business, reach new customers, and differentiate yourself from the competition, you're ready for Asymmetric Marketing. It's particularly effective for businesses eager to explore innovative strategies and willing to invest in understanding their customers and market dynamics.
Ready to Transform Your Business with an Asymmetric Marketing Plan?
Let's Craft a Winning Strategy: If you're excited about the potential of Asymmetric Marketing and want to see how it can drive growth for your small business, we're here to help. At Asymmetric Marketing, we specialize in creating customized strategies that capitalize on your unique strengths and market opportunities.
Get Started Today:
- Contact us to explore how Asymmetric Marketing can be tailored to your business's needs and goals.
- Schedule a free consultation to discuss your challenges and discover strategies to help you achieve significant growth.
Mark Hope
Partner, Asymmetric Marketing
📧 mark.hope@asymmetric.pro
📞 (608) 410-4450
About the author
Mark A. Hope is the co-founder and Partner at Asymmetric Marketing, an innovative agency dedicated to creating high-performance sales and marketing systems, campaigns, processes, and strategies tailored for small businesses. With extensive experience spanning various industries, Asymmetric Marketing excels in delivering customized solutions that drive growth and success. If you’re looking to implement the strategies discussed in this article or need expert guidance on enhancing your marketing efforts, Mark is here to help. Contact him at 608-410-4450 or via email at mark.hope@asymmetric.pro.