by E. Vener - Forbes
ACTING LARGE AND SPEAKING LOUD:
HOW SMALL COMPANIES CAN BREAK THROUGH THE NOISE
Large companies shape the conversations for their industries. People want to know what Tesla and Google have to say about self-driving cars, or what Apple sees as the future of mobile devices. When something happens in the industry, people seek their opinions: “Mr. Musk, what do you think about this new company’s electric car?”
And, when people aren’t looking their way, large companies can buy awareness. In 2016, Advertising Age reported on the top 200 marketers in the U.S. At the top was Proctor & Gamble, with an estimated 2015 budget that was down almost 4% to “only” $4.3 billion. Further down the list was Comcast at $3.4 billion, and Amazon at $2.2 billion. You can get your story in front of a lot of people with those advertising budgets. And you don’t need to shout.
How do smaller companies -- without expensive ad campaigns or the impact to move a market -- compete with this? How do small companies get people to listen?
At the most basic level, small companies must work hard to prove their relevance so they have a fighting chance at being part of the conversation. We’ve all seen companies that manage to punch above their weight class and get an outside share of attention and awareness. In its early days, Apple was comprised of two young outsiders who saw the need for personal computers. How about Salesforce? Like most small companies, it couldn’t afford to buy awareness. Instead, communicators assertively demonstrated their companies’ expertise, revealing unmet needs and inside knowledge.
Doing this effectively requires the highest level of communication skills. It also requires creativity, efficiency, understanding and, above all, focus. Every effort needs to count. Here’s my approach:
1. KNOW YOUR AUDIENCE
You won’t be able to afford in-depth research studies, but you can talk with people from your target market. Even when you can’t find outside prospects, look inside your company. Are there people who used to be part of that audience? Do you have anyone doing the job your customers do? Ask them what they do, what their challenges are and how they get their information. Find those interesting and compelling details that bring your audience to life. And don’t assume you know what they need: Companies can completely miss important reasons for why people buy their products.
2. KNOW YOUR PRODUCT
What problem(s) does it solve for your potential customers? No matter how complicated your product is, or how foreign it is to you personally, you need to put in the effort to understand it. That is the only way you can explain clearly. Every time I read marketing material that makes no sense, I realize that the writer didn't understand the topic. And make sure you don’t fall into the trap of merely explaining how your product works. Stay focused on how it helps meet needs.
3. KNOW YOUR INDUSTRY
Once you know your audience and your product, look around and see what other companies are saying. In cybersecurity, for example, most companies say the same things – even though their products don’t do the same things. Customers are understandably confused. Identify what your company does better (or differently) than anyone else and lead with that.
4. DEVELOP A FOCUSED KEY MESSAGE
Once you know your audience, your product and your industry, you can develop a clear, compelling message – explaining your product’s benefit in a compelling way that stands apart. Then, hold onto that message and stay consistent.