The David and Goliath Social Media Strategy (Part 1)
There Has Never Been a Better Time to Be Small
In the Bible, Goliath was slain by David who was half his size and inexperienced in war.
David used a simple slingshot against Goliath’s formidable strength and lethal weaponry.
In today’s social media world, the largest corporations can be defeated by the smallest entrepreneurs even if they are inexperienced in online business.
The entrepreneur, even working alone, can use determination and social media to turn the tide in his or her favor.
With social media, particularly Twitter, there has never been a better time to be small.
On the great level playing field, that the Web has become, size has never been an issue. Skills, knowledge, strategy, management and execution can race past the budgets and stodgy nature of many large corporations and defeat them in competitive situations.
In a recent fascinating study conducted by the Content Marketing Institute and MarketingProfs, entitled B2B Content Marketing: 2013 Benchmarks, Budgets and Trends-North America, in addition to a comprehensive look at social media generally, there is an important glimpse of what I call the David & Goliath Strategy.
Content Marketing: The Secret to Success
Nestled on page 13 of the study is a chart (recreated below) that illustrates the environment where this important strategy may be used.
In 2012, small companies (with less than 10 employees) strategically placed their limited marketing budgets where they would do the most good: in content marketing.
43% of these small companies realized that by marketing content inexpensively they could greatly increase their opportunities for success through increased profits and reduced costs.
It is in this rarefied air of entrepreneurial marketing wisdom that the David & Goliath Strategy shines. There are no huge marketing budgets to justify or committee protocols to deal with – often it is just the entrepreneur himself. To employ this strategy, there are only four steps to understand and execute with precision:
- Writing compelling articles on your blog or website, that will build a strong online reputation for your thought leadership.
- Building a substantial, carefully selected and engaged Twitter following for you and your brand.
- Distributing the online content to your Twitter following, along with carefully selected content from other experts.
- Development of products and services that solve the wants and needs of your audience.
This is the first installment of a multi-part series of articles. Watch for the next installment very soon. And if you would like to expand your thinking on this subject, you can get your copy of my popular guide, Trajectory: The Ultimate Guide to Building a Successful Business with Twitter on Amazon and other fine bookstores.