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 marketing for small businesses doesn’t look much different from what larger companies do to promote their products or services. Or rather, it doesn’t have to, regardless of your budget, time, or resources …

For example, I live around a lot of coffee shops. The most inexpensive and convenient is Starbucks.

“Inexpensive” is self-explanatory, but it’s “convenient” for a couple of reasons.

It’s nearby and predictable.

I can get a cup of joe with a splash of milk at the lowest price around and it always tastes the same and satisfies my craving. (I’m not as picky about coffee as I am about the Oxford comma.)

How brand managers master content marketing for small businesses

Lately, though, I’ve explored other options because I’d like to support local businesses … maybe one of them is a nice place to work or relax.

Unfortunately, they all look roughly the same, which brings me back to the thought:

“I can get exactly what I want at Starbucks. Why try something new?”

It’s an objection that’s not unique to my search for a cool café.

To grow your audience of potential customers, you need to challenge their instinct to stick with a familiar option — their go-to blog, podcast, or video channel.

You have to show that your platform is also a good fit for them.