Did you know for a long long time Burger King’s entire annual revenue is Mcdonald’s annual marketing budget? Everything is relative.
Small and medium-sized businesses (SMBs) often find themselves in a David vs. Goliath scenario—competing with industry whales armed with massive budgets, armies of staff, and brand recognition. But here’s the good news: agility, personality, and strategic positioning can help you not only survive—but thrive.
Let’s break down actionable ways your online business can stand out in a sea of competition:
1. Own a Unique Niche (And Be Loud About It)
You can’t outspend the giants, but you can out-niche them.
Whales try to be everything to everyone. That’s where you win. Find a micro-niche within your industry and focus. Whales often underestimate niche markets and outright ignore them. Dominate them so that you gain brand love so that even if competitors try to backtrack, it’s too late.
Example: Instead of a generic “fitness coaching” business, offer “online fitness programs for busy dads over 40 with no gym equipment.” That specificity builds trust and relatability.
Tip: Use language and branding that speaks directly to your tribe—use their slang, pain points, and humor.
2. Humanize Your Brand
People don’t connect with logos—they connect with people.
As a small business, you have a powerful advantage: your story. Show your face, share behind-the-scenes moments, and write like a human, not a corporate press release.
Let your audience see the people behind the brand—especially in newsletters, social posts, and your About page.
Bonus: Respond personally to comments, emails, or DMs. Big companies can’t do that at scale, but you can.
3. Offer an Experience, Not Just a Transaction
Big businesses often create sterile, automated experiences. You can inject edge & delight into the customer journey:
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Personalized emails with humor or flair
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Unexpected thank-you gifts or voice memos
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Handwritten notes in shipped packages
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Onboarding videos that feel like a chat with a friend
Remember: Memorable experiences build loyalty—and referrals. You’re not trying to please everyone and irritating some off is probably a good thing.
4. Be a Thought Leader, Not Just a Seller
Whales usually play it safe with generic blog content. You can stand out by having a strong point of view.
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Publish deep-dive blogs, contrarian takes, or data-backed insights
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Create useful free tools, templates, or checklists
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Host casual webinars, AMA sessions, or “Build in Public” updates
Your brain is your brand. Share what you know generously.
5. Leverage Speed and Flexibility
You can pivot, launch, test, and ship faster than a corporate ship can turn. Use that agility.
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Try bold new campaigns or test offers in days, not quarters
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Adapt instantly to customer feedback
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Offer custom solutions or flexible pricing if that wins the deal
Your size is your strength—use it to outmaneuver them.
6. Partner Creatively
What this really means is bootstrap marketing; pay with sweat equity! Team up with other small businesses to increase your reach:
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Co-host a podcast episode or newsletter
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Bundle complementary products/services
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Run giveaways or challenges together
This helps you punch above your weight—without needing a huge ad budget.
7. Double Down on Customer Care
Big companies talk about customer support. You can deliver it.
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Aim to respond to emails and chats within hours
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Use a friendly, informal tone that puts people at ease
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Follow up after purchases and ask how things are going
Word-of-mouth, repeat business, and glowing reviews come from genuine care.
Final Thoughts
You don’t need to be a whale to win. You need to be sharp, distinct, and human. Customers crave connection, relevance, and authenticity—and that’s your superpower.