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Small vs Large Company Marketing

Learn why ‘bigger is better’ isn’t always true. Know the difference between small and large companies and things to know as a business owner in each size.

Written By: 

Erick Leon


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Small vs Large Company Marketing Article

The age-old saying goes, "the bigger, the better," but this isn't always the case in the business world - especially when it comes to marketing. Do you ever wonder what the differences are between small vs large company marketing?

Though there can be many similarities, there are also some key distinctions to keep in mind. Here is a breakdown of the differences and similarities between small vs large company marketing. So whether you're just getting started or you've been in business for a while, read on for some great ideas!

Creating A Unique Position For Your Business

Many small businesses face an uphill battle when it comes to marketing. Smaller businesses may not have the same budget as large corporations, but that doesn't mean they can't compete. One of the best ways for a small business to stand out is by creating a unique position for itself. This can be done by focusing on a niche market or offering something that the big companies can't.

For example, a small mom-and-pop store might focus on customer service and offer a more personal shopping experience. Or, a small company might specialize in eco-friendly products and sustainable practices. Small business owners can level the playing field and attract customers looking for something different by creating a unique position.

Marketing Budget

For small businesses, marketing is often one of the first areas to be cut when expenses start to rise. This can be a mistake, as even a small marketing budget can go a long way if used wisely. Instead of cutting marketing altogether, small business marketing should focus on making marketing more efficient and cost-effective instead of cutting it altogether.

Large companies, on the other hand, tend to have much bigger marketing budgets. They can afford to spend more on advertising and promotion and often have staff devoted entirely to marketing efforts. However, this doesn't mean that large companies are always better at marketing than small ones. In many cases, small businesses can be more nimble and creative in their approach, making them more effective marketers overall.

major corporation team researches online marketing efforts

Target Market

Small businesses typically have a more limited target market than large businesses. This is because they don't have the same resources to reach a wide range of consumers. Instead, they need to focus on a smaller group of potential customers more likely to be interested in their products or services. 

This doesn't mean that small businesses can't achieve scale; it just means that they need to be more selective about who they market to. In contrast, large businesses typically have the resources to reach a larger audience and can afford to cast a wider net for their target market. 


When it comes to marketing, the persona is everything. Your target market may be small, but that doesn't mean your audience is. In fact, most small businesses have multiple target markets, each with its own unique needs and wants. This is where persona comes in.

A persona is a fictional character that represents a specific type of customer or client. By creating personas for your different target markets, you can more effectively market to them. This is because you'll be able to speak directly to their needs and wants in your marketing materials.

For example, if you're a small business that sells eco-friendly products, you might have two personas: the "green consumer" who is interested in sustainable practices and the " bargain shopper" who is looking for the best deals. By creating a persona, you can market to these groups more effectively and speak to their specific needs.


The channels you use to reach your target market will also differ depending on the size of your business. Small businesses often need to be more creative in their approach, as they don't have the same marketing edge and resources as large businesses. This means they must focus on cost-effective channels to reach their target market.

Small businesses use social media, email marketing, and content marketing channels. These channels are relatively affordable and can be very effective if used correctly. On the other hand, large businesses can afford to use more expensive channels such as television, radio, and print. They also have the resources to reach a wider audience through these channels.

However, it's important to note that just because a channel is more expensive doesn't necessarily mean it's more effective. In many cases, the most effective channels are the ones that are the most targeted.

Market Segmentation

One of the benefits of being a small business is that you can be more nimble and responsive to change. This is especially true when it comes to market segmentation. Small businesses can quickly adapt to changes in their local marketplace and adjust their marketing accordingly.

Large businesses, on the other hand, tend to be more rigid. They often have bureaucratic structures that make it difficult to change course. As a result, they can miss out on opportunities to reach new markets.


One of the significant differences between small vs large company marketing is the number of employees involved. In a small business, there are typically fewer employees, meaning each employee has to wear many hats. This includes taking on marketing responsibilities. As a result, small businesses tend to be more nimble and reactive to changes in the market. They can also be more personal in their marketing approach since they better understand their prospective customers.

In contrast, large businesses tend to have more employees, which allows them to specialize in different areas. This specialization can make large businesses more efficient and effective in their marketing efforts, but it can also make them less responsive to changes in the market.

Customer Service

Good customer service is the lifeblood of any business. It doesn't matter how good your product is, if your customers don't feel valued, they'll take their business elsewhere.

Large companies often have a dedicated customer service team or a separate customer service department. On the other hand, small companies often have customer service as part of another employee's job description.

For example, a small business owner might also be the one who answers the phone and responds to customer inquiries. This can be both good and bad. On one hand, it can create a more personal relationship between the customer and the company. On the other hand, it can be difficult always to provide quality customer service when you are also responsible for other aspects of the business.

successful business owners use social media to reach a niche market

Social Media

Social media marketing has changed the game for small businesses. Small companies no longer rely on word-of-mouth or expensive advertising campaigns to reach their target audiences.

With a few clicks of a button, they can connect with potential customers worldwide. Furthermore, social media marketing is much more cost effective than traditional marketing methods. With a small budget and creativity, a small business can reach a large audience through social media platforms like Facebook and Twitter.

While large businesses can still afford to pour millions of dollars into digital marketing efforts, small businesses now have the tools to compete on a level playing field. In short, social media marketing has completely changed the landscape of small business marketing.


Small businesses need to have a clear and concise marketing strategy that outlines their goals and how they plan to achieve them. This strategy should be revisited regularly to ensure it's still relevant and effective.

Large businesses, on the other hand, often have more complex marketing strategies. This is because they have more resources and can afford to be more experimental in their approach. However, this doesn't mean that large businesses don't need a strategy. It's even more important for them to have clear business plans for their marketing efforts.

business owner reaches clients through digital marketing


Competition is a fact of life for businesses of all sizes. However, the nature of competition can vary significantly depending on the size of the companies involved. 

In the business world, small companies and large corporations often compete for the same customers. However, they often approach marketing in very different ways. Small business marketing typically has a more personal approach, relying on close customer relationships to generate loyalty and repeat business.

In contrast, large companies often take a more mass-market approach, using advertising and other forms of promotion to reach a wide audience. There are benefits and drawbacks to both approaches. Small businesses may find it difficult to reach new customers, while large companies may struggle to create a connection with their target market. Ultimately, the best marketing strategy depends on the business's specific needs.

Be aware of the differences and similarities in how you think about marketing.

Despite these differences, small vs. large company marketing faces challenges in marketing. They must find ways to stand out in a crowded marketplace and connect with their target audience. However, by understanding the main differences between these two types of marketing, you can adjust your own marketing strategy accordingly and give your business the best chance at success - no matter its size!

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