How to Use Digital Marketing as a "Big Fish in a Small Pond"

How to Use Digital Marketing as a "Big Fish in a Small Pond"

Imagine being on a spaceship blasting off into the final frontier. You’d have to brave harsh conditions, prepare mentally and physically, and chart out a course into the unknown, going where very, very few have gone before.

Starting a business or breaking new ground in an industry can feel a lot like being on that rocket, holding on for dear life as you make a big leap into the future. Technology has made it easier than ever to pioneer new advances and take our culture in new directions, but that doesn’t make it any easier to get started blazing a new trail all by yourself.

But when you do start something new, the rewards can be great – if you know how to market and sell your advances to your eager public, however niche they may be. In our digital age, reaping the advantages of your “big fish in a small pond” status will require a comprehensive digital marketing strategy, tailored to your brand’s unique needs.

Here are five key ways to get started finding new leads, creating new audiences, and crafting your identity in a niche field:

1.) Build a Striking, Responsive Website

When you’re trying to recruit an audience or sell yourself, first impressions really, really matter. Your pitch starts from moment one, with your website’s design and development.

Every little aspect of your site contributes to how trustworthy, reliable, and appealing you seem to new users. And every little thing you gloss over or get “wrong” – from your header images to your “About Us” section – can be a turn-off from which you may never recover. Slow load times, less-than-intuitive navigation, a cookie cutter default layout – all of these reflect poorly on your service, and may just push valuable prospective leads out of your conversion funnel.

2.) Make Sure Your Site Is Mobile-Optimized

The other thing to keep in mind? Make sure your site is optimized for mobile users! Regardless of your field, more and more of your customers than ever before will be finding you through mobile channels, and their standards for responsiveness are high. Make sure your mobile site is responsive, easy to navigate, and quick to load, and your small brand will make a big impact – particularly when you consider that 91% of small business websites weren’t optimized for mobile as recently as 2014.

3.) Create Unique Content

So how do you get visitors to your site in the first place? By crafting unique, original content!

The more singular, high quality content you create, the more your site appears “valuable” to search engines like Google; the more your site appeals to these algorithms, crawlers, and, of course, your human users, the higher you’ll be ranked, and the more visitors you’ll get! This is what we call the cycle of SEO, and it has a proven track record of success for businesses of all sizes.

And the value of content goes beyond mere numbers. Crafting content of your own positions you as a valuable thought leader in your field, encourages engagement and sharing on social media, and creates a sense of trust that promotes retention. In short, content helps you stand out whether you’re blazing a new trail or trying to break into an already-crowded marketplace!

4.) Make Yourself “Local”…

Afraid that your service may seem esoteric or abstract? Market yourself differently, and take a localized approach to reaching new markets. Using Google and Facebook, you can position yourself as a local business, making your address and contact information readily accessible. You can also use Facebook’s extremely sophisticated targeting tools to promote posts and ads based around demographic information and location, appealing to exactly the audience most likely to engage with your brand.

5.) … And Make Use of New Avenues for Referral Traffic

And beyond these mammoth promotion channels, you’d be surprised how many local directories and industry-specific platforms exist online today, alongside review sites like Yelp and Angie’s List. To get some inspiration, check out some of the citation opportunities that local marketing experts Moz have compiled.

On the subject of those review sites, another thing to bear in mind as you blaze a new course is to keep tabs on your “online reputation.” One of the most effective ways to do this? Reach out to satisfied customers and encourage them to leave accurate, positive reviews on Google, Facebook, and other industry-specific review platforms. We call these reviews, ratings, and testimonials “user-generated content,” and they operate like virtual “word of mouth” today, making your brand seem trustworthy, dependable, and established.

Have a big idea you’re looking to get off the ground? Ready to take your brand in exciting new directions online? Whatever your needs, Geek is here to help! From content creation to social media marketing to web development, our experienced team is ready to set you on the right track. Drop us a line today to get the conversation started!

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).