To smaller businesses, big brands can feel like they have existed since the dawn of time.
They often have deep banks of knowledge–and deep pockets to match. But life as a marketer at a small or mid-market business (SMB) is a different story. There is a lot to learn from brand behemoths. But these businesses also exist in a different world, with different rules.
However, there are evergreen marketing strategies that can be transformative for small and mid-sized brands. Intuit Mailchimp’s latest report, How to Grow your Brand: Marketing Strategies for Mid-Market Companies, shares insights from some of the brightest minds in the marketing effectiveness field.
Here are five tips our experts suggest SMBs should pursue through the peak holiday season and beyond.
- Standing out > Selling out
In our report How to Grow your Brand: Marketing Strategies for Mid-Market Companies, marketing effectiveness expert Les Binet offers advice to SMBs on how to balance their marketing budgets.
He argues that brands must understand their position within the market. Especially if they are new, niche, or have a premium pricing model. Growth strategies should reflect these characteristics.
Binet argues improving customer experience plays a larger role in fostering loyalty compared to relying on CRM programs. Pricing strategies are equally important. Discounts and promotions that offer short-term gains can also damage long-term profitability, so they must be used strategically.
It can feel like David vs. Goliath, but Binet notes that it’s important to remember how that fable ends. “When growth slows, brand owners often make the mistake of thinking that marketing is no longer working and, therefore, cut budgets. That opens the door to challenger brands like you.”
Key focus: A consistent and creative approach to communication empowers brands to stand out, particularly in crowded or niche markets.
Small but mighty
In the second chapter of the report, Dr. Mark Ritson outlines two tactics for turning size into a strategic advantage.
First, using a “versus positioning” strategy helps small brands capture attention and define their market stance by challenging the big players directly.
Another option for smaller brands is to target underserved subcategories within broader markets. By identifying and owning niches, brands can establish a foothold before expanding into larger markets.
“Rather than focusing on a smaller bunch of consumers, look at a mature category and seek out a smaller, newer part of its geography. Find a corner of the market that is growing and currently underserved by all the bigger players,” Ritson explains.
Key focus: Instead of spreading resources across broad customer bases, direct efforts toward specific customer segments or markets. Start small, control a niche, and then gradually scale.
Working 95-5
Growing brands face unique challenges in a competitive landscape, particularly when it comes to reaching customers who are “in-market” and ready to buy. Ty Heath highlights the 95-5 Rule, which states that only 5% of potential buyers are actively shopping at any given time.
But even if they aren’t actively shopping, it’s still crucial to market to the 95%. Building brand awareness and recognition increases salience when those customers eventually enter the market. Relying solely on demand generation advertising is risky for brands with finite resources. It only targets that small active group, and it becomes more expensive over time.
“Start building brand awareness early to gain a competitive edge—it helps you reach a broader audience and resonate with potential future clients,” Heath argues. “A strong brand naturally attracts customers, reducing the need for expensive advertising and lowering acquisition costs.”
Key focus: Building a memorable brand is essential for long-term success. Enhancing brand recall and optimising marketing year-round can allow brands of all sizes to compete effectively and grow sustainably.
Become a hero through zero (party data)
Jamal Miller takes a deep dive into the world of zero-party data, which offers small and mid-market brands a competitive edge when it comes to delivering personalisation.
“Unlike third-party data, which is collected passively and often raises privacy concerns, zero-party data is shared directly by customers,” Miller notes. This data empowers smaller brands to create personalised messaging and curate relevant experiences that supercharge customer engagement–especially during high-traffic periods.
Key focus: To make the most of zero-party data, use interactive tools such as polls, quizzes, and surveys to build more detailed customer profiles and unlock insights for effective personalisation.
Level the playing field with AI
In the final chapter, Peter Weinberg and Jon Lombardo assess the AI opportunity for small and mid-sized businesses, comparing the technology to social media or email marketing. “AI is as disruptive, and perhaps more disruptive, than any of those breakthroughs. But history suggests that smaller brands will be the biggest beneficiaries of this efficiency revolution.”
We’re still just at the beginning of the generative AI revolution – and it’s already changing the landscape for smaller brands. It’s not going to create work which will sweep up awards, but it’s a powerful tool for automating repetitive tasks, analysing data, and personalising content at scale.
Key focus: AI is a cost-effective way to segment customers, personalise messages, and optimise campaigns. Identify the tools which empower teams to increase their effectiveness without requiring huge sums of time or resources.
Want more insights for SMB growth from marketing experts? Download Mailchimp’s full report here.
Photo by Isaac Smith on Unsplash
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