Being a Real-World Authority Can Boost Your IT Marketing!
The Continuing War Against “The Little Guy”
IT marketing through online content solutions gives small business the ability to compete with big-ticket enterprises, but those enterprises are trying to take back the market.
This war’s waged for decades, and with the Internet, it’s been kicked into high gear. Originally, the advent of the Internet was seen as a positive for smaller businesses. Many hailed it as the great equalizer. The reason is that a small business and a large business could both get a website, and if both sites were properly designed, the potential client couldn’t tell the difference.
But Google’s being bankrolled by the “big dogs,” so things soon changed. Very quickly, it wasn’t a matter of how good your website was, it was a matter of whether your site was top-ranked in the search results or not. The idea was that more high-powered organizations could and would get noticed if they had more money to throw at marketing campaigns which increased online visibility.
As a result, organizations with more resources soon regained their “edge” over smaller companies. What a joke, but those are the breaks, aren’t they? Still, smaller companies with the motivation and savvy could checkmate the giants if they acted like the mouse that roared and managed to catch the lion unaware.
Doing as much requires a concerted effort on the part of smaller businesses. They’ve got to create and conduct aggressive marketing campaigns which hit the ‘net from multiple fronts, and manage to exploit search engine algorithms to the maximum. The key is content— and not just any content, but IT marketing content that’s original, actionable, readable, and useful to potential clients in the market.
Google Continues to Change Its Approach
But again, Google is fighting back against “the little guy,” and for those with larger resources. The site’s algorithms are starting to favor websites which incorporate popular backlinks. When companies have money to sponsor such vendors, the links go to them. As a result, big ticket companies that link to smaller businesses end up giving those smaller businesses higher SERP (Search Engine Results Page) ranking. What this means is that if you can get such paid-for links, your small businesses will have a higher likelihood of becoming “top ranked.”
Don’t Lose Hope
Even so, you don’t have to give up. There are ways your small business can compete with “the big dogs.” You’re going to have to look at the chihuahua and take a lesson from this feisty little dog. What do these little animals do?
• Bark loud
• Bite hard
• Come out of nowhere
• Disappear when the time’s right
In a word: the chihuahua must be strategic!
You want loud content that’s impossible to ignore which hits your market out of left field and forces their attention. You want to capitalize on that as quickly and loudly as you can. When the market shifts, pull out and come at it from another angle.
About our Contributor
Jennifer Holmes is President of MIS Solutions and a Georgia native who, after graduating from Georgia Tech, became an accomplished research virologist at the Centers for Disease Control and Prevention in Atlanta. In 2000, Jennifer hung up her lab coat to join husband Lliam at MIS Solutions as President.
In the past 16 years, she has led the MIS Solutions team to become the leaders in Metro Atlanta IT Support. MIS Solutions, Inc. is on a mission to provide managed IT services to Atlanta businesses to help them grow and support their businesses. MIS Solutions provides a wide range of IT services to Atlanta-based businesses and, combined with Jennifer’s passion for sharing effective business strategies with her clients, they are able to deliver the best IT support solutions for each client’s unique environment in Atlanta.
In 2013, Jennifer’s leadership and marketing skills won her the title of Spokesperson for the nationally acclaimed Technology Marketing Toolkit, an industry group of over 550 top U.S. She is a graduate of the Leadership Gwinnett program and has acted on the boards of the National Association of Women Business Owners’ Atlanta chapter, Gwinnett Great Days of Service, the Buford/North Gwinnett Rotary Club and the Gwinnett Chamber’s Technology Board.