Internet marketing is one of few areas where companies without a massive budget can compete with those who have a budget in the millions. While you can pour money into internet marketing, there are certain areas where it is not those who spend the most who win, but those who spend the wisest that will come out on top. If you put aside PPC and link building, everything else in the world of online marketing is not dependent on money, but rather on what you do and how you do it – and to be honest, link building can also end up as something that requires very little budget if you are doing other parts of online marketing (content!!) correctly.
So if there are a couple of big boys in your industry that you reckon you can’t compete with online, don’t panic, instead look at what they aren’t doing. There is always something that your competitors aren’t doing as well or at all. Find these things, and then them better than anyone else. The best way to do this is to create a list of your competitors, and then all the things that they do on their site. You will immediately start to see gaps where one site does something that other sites don’t do and so on. The idea is to work out all the things that aren’t done by more than one or two of your competitors and then look at how you can use these things to give yourself an edge over the competition.