Better together.

No, this isn’t an article dissecting the meaning behind the beloved Jack Johnson hit. Let’s explore ways to navigate an overwhelming digital landscape and get your brand seen in these crowded times.

We are taught to believe that business is an arena of cutthroat competition, driven by the relentless pursuit of profit and maximized return on investment. It’s my mission to challenge this notion. In the world and especially in Spokane, I’ve met successful entrepreneurs who defy this stereotype. They portray remarkable flexibility, adaptability, and generosity.

These entrepreneurs understand that business is not static but dynamic, requiring adaptation to thrive. They give back to local causes, and support those around them, even those that may be considered competitors. A business paradigm shift is underway, proving that the professional world is about more than profit; it’s about welcoming changes with open arms and embracing constant modification and evolution, especially in the digital age.

In the marketing world, every day it becomes increasingly difficult to stand out. To share your business online and see tangible growth is now a challenge due to the oversaturated market. As a boutique marketing agency owner, I have some tips that may help you.

Hundreds, if not thousands of people are selling the same products and services as you. There may be some variation, but for the most part, you’re not selling anything unique enough to stand out. Don’t fret, this doesn’t mean you’re doomed. It means you have to turn the focus on something other than your business to increase sales: You.

Truly, what nobody else can capitalize on is your story. How did you get here? Why this business? Why now? What is your mission? These are all questions you can answer to attract your target audience. Additionally, another marketing strategy you can incorporate to attract your target audience is forming strategic brand partnerships.

Just like Jack Johnson, the barefoot, tanned singer, says, “It’s not always easy, and sometimes life can be deceiving. I’ll tell you one thing, it’s always better when we’re together.”

It’s true; it is always better when we’re together. In life, in business, and most importantly, in marketing. I promise you that if you identify a brand that aligns with your target audience and is not a direct competitor and create something together, you’ll see incredible results. If you create a relationship with a business that has complementary strengths and work together to leverage each other’s audiences, you will be pleasantly surprised.

When these business-to-business partnerships are well structured and mutually beneficial, they can cultivate long-term growth. It’s time to say goodbye to short-term gains. If you want your business to last, then you have to start thinking long-term, even in your social media strategy.

Instagram Reels are fun, but they’re not going to support your business model years down the road. Yes, celebrate that video that went viral. Celebrate that ad that outperformed your expectations. Just don’t expect it to be there to save you when the sky comes falling down.

That may seem like a dramatic way to say that, when a new digital feature is introduced, suddenly all you’ve mastered becomes irrelevant. However, ask any marketing executive how they felt when digital features were taken away in the span of a day and Reels were introduced. It does, in fact, feel like the sky is falling down.

Emphasizing the narrative aspect of your business, be it your own story, the stories of your employees, or even the experiences of your clients and customers, will have a profound impact on your organization. These narratives are not mere anecdotes. They are what makes your business, your business. They serve as an encompassing umbrella under which your brand can thrive. This umbrella will protect you when the sky comes falling down.

If you’re like me, you need examples to fully comprehend new information. So, here’s one for you and me both: I manage brand partnerships for a family-owned luxury cocktail catering company in which a husband-and-wife duo travel up and down the Pacific Coast catering high-end weddings, but what they wrestle with most in their business is visibility. There are at least 10 other luxury cocktail catering companies in their area. How can they grow with these competitors? How can they differentiate themselves? These were questions they had.

An effective marketing strategy can serve as the bridge connecting small businesses, in this case, distilleries, syrup and bitters producers, and other kindred brands that operate in different but aligned niches. Together, they create content that resonates with diverse audiences.

In 2022 alone, over 5 million small businesses sprouted into existence nationwide. While this conveys a crowded marketplace, it’s important to recognize that this also represents an abundance of voices, websites, social media profiles, and advertisements. Success lies not in being the only one, but in being the collaborative visionary who stands out among the rest.