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It has been a tough couple of years for the little guy, but small brands are back on the path to success thanks to innovative digital marketing strategies and inventive business models like direct-to-consumer (D2C).
Historically, smaller companies have struggled to compete against big-box stores and industry giants. This has been true of brick-and-mortar stores and in the early days of the internet.
Now, marketing mavericks like Kevin Miller are finding opportunities for small brands to win online, with an inventive mix of digital marketing techniques and a dedication to white-hat SEO tactics that prove effective time and time again.
Here’s how Kevin Miller is helping small brands find their stride in a competitive digital arena and making the most of their often-limited resources.
Overcoming the Odds
You don’t need to have an MBA to see that the odds are stacked against small businesses in the modern world, especially companies jumping into competitive markets like fashion, fitness, food, and others.
However, these are the exact types of brands that Miller is helping take on the big dogs and turn the tables, thanks in large part to a focus on quality content that attracts a wide range of readers.
“Written content is where small brands get a critical advantage in online business right now, and my goal is to help leverage that to the max,” said Miller. “Since we can’t compete in terms of scale and horsepower, it’s quality content that gives brands the edge.”
The key is not only finding these opportunities to write great content by analyzing keywords and trends, but also capitalizing on the chance with articles, reviews, how-to guides, and other content formats that draw on heavy research and subject matter expertise.
“Authority is the magic word in marketing right now, and that’s what we do for these small brands,” Miller said. “They become more credible, more trusted, and that leads to rapid growth.”
With great content, brands attract new readers to their site, build interest in a niche or product, which then earns them backlinks from other high-authority, high-trust outlets and publications. The cycle continues and yields results in SEO.
The Agile Advantage
In many cases, small brands can compete with large competitors by being agile in marketing, product development, communications, and other areas. Just look to the events of 2020 to see many examples of these lesser-known brands pulling ahead of the competition.
“We saw just how important it is to pivot quickly and move with the times,” said Miller, who helped brands grow even in the 2020 coronavirus crisis and lockdowns. “We saw the silver lining there and made connections with so many new customers at this time.”
Another big advantage for these small brands is their direct-to-consumer business model, which allows them to eliminate overhead and avoid the possibility of being barred out of brick-and-mortar.
While D2C brands sometimes struggle to build trust with new customers online, Miller and his team of strategists, writers, and tech experts at GR0 put them on the fast track to growth.
“If you can save all that money by being D2C and still connect with customers through great content and a strong SEO plan, that is really a killer combo for success,” said Miller.
Making a Media Splash
Writing original content for small yet agile brands is the bread and butter for GR0, run by Miller and his team.
However, strategic PR and networking is another service that the agency offers, building on the foundation of quality content and expanding brand awareness beyond all expectations.
With a two-tiered link strategy including reporter outreach and influencer marketing, small brands get a major leg-up by being featured on high-traffic media outlets and receiving backlinks in return.
“Content goes beyond the client website, and we consider every angle from headline news to reports, reviews, and entertainment pieces,” said Miller. “This is how you get big pops of traffic and level up in the search engine results pages.”
PR is often a trouble spot for small brands, particularly when expanding networks and building beneficial partnerships with influencers, journalists, and other key contributors.
There is no better place to create these relationships for clients than in Los Angeles, where Miller and his team are well positioned to make connections with big names.
“Our primary focus is on content, but we use these PR strategies to amplify what we’ve done on the client site and make the most of those articles,” said Miller. “Soon enough, more opportunities present themselves and we continue to build.”
This unique approach to SEO and content creation is how Miller achieves such rapid growth for his clients, which often operate with minimal staff and infrastructure.
Performance and Precision
As if great content and strong PR weren’t enough, Miller works with tech professionals to optimize page performance and ensure that the content is ready to perform well in search.
This means adding the necessary tags, descriptions, and sitemap features that Google wants to see from top-performing sites. Webpages run smoother, faster, and provide a better overall user experience, which has SEO benefits of its own.
“Too many brands are putting time and money into content that isn’t ready for peak performance on search engines, and that’s a missed opportunity,” said Miller. “We make sure content pages are ready for traffic and optimized to rise to the top of search engines.”
These efforts are ongoing, just like content writing and PR. For small brands carving out market share, consistency and sustained effort are essential.
A Comprehensive Plan
In a world of self-proclaimed digital marketing guru, Kevin Miller might be one of the few figures to rightfully earn this title.
As the Co-Founder and CEO of Los Angeles-based agency GR0, he is carving out opportunities for small businesses to leap ahead in search engines and get the brand awareness they deserve online.
Keep your eyes open for the next generation of small business success stories, and look to see if Miller is behind the scenes.
