Small businesses have long been experiencing a Glass Ceiling when trying to compete with big brands on getting themselves seen and heard.
David Birchall a UK based marketer maintains that some 80%, perhaps more, of small and medium businesses miss out on being recognized leaders in their field of operations, even though they may well be exceptional at what they do.
He believes it’s because smaller businesses simply don’t know how to get the message across effectively in the digital age. In his latest article in Marketing Insiders.com Birchall explains how the smaller businesses can compete favorably with the Big Brands even if they are one-man or one-woman entities.
David said: “Size has no outright claim to being seen as a world beater and even huge budgets for marketing can be matched in outcomes if you do the right things with your own marketing. The Internet has seen to that! Slowly, owner managers and entrepreneurs are beginning to realize this potential.”
In 2016 Brian Ainsley Horn a founder of Authority Marketing said in Authority News Network:
“In essence, authority marketing helps entrepreneurs leverage their knowledge to gain authority status in their industry. This authority status then allows them to dramatically amplify their message and convert their new audience into higher paying customers. In other words, it’s the process for positioning yourself as an authority, or even a celebrity, in your marketplace.”
Birchall went on to say, “It’s all about understanding that the vast majority of businesses (whatever they do) have specific knowledge in and of their field of operations. They can leverage that knowledge so that they are seen as Leaders in their field locally, nationally and internationally. Most small firms are looking for local customers, and applying the techniques I advocate will serve them well in their local markets and further afield. It’s about understanding where you are, where you want to go, and then applying the process to get you there.”
Clearly, we are seeing an upsurge of new entrants to what Horn calls the “authority or Celebrity” business status on the internet. Birchall agrees with Brian Horn but warns that making it all work is not a one-off event, it’s a journey and he finished by saying.
“If a business or individual wants to be seen as a Leader or authority, then it is essential that they apply the processes on an ongoing basis. Becoming a leader or authority in your field is not a one-off event. However, the processes can be time consuming, but not too onerous. Simply keep up to date with your markets and exposure techniques and refresh, rinse and repeat the activities I outline.”