Digital and social media’s level playing field does not however ensure victory – they simply allow you to compete. Those of us who participate in or follow competitive sports know that talent, decision making, execution, and desire to win all make the difference once the game is on.

In today’s information age, relevant and compelling content is the key to engaging target customers and thus becomes the talent in our sports metaphor. Creating original content on your website and increasing online visibility via inbound marketing strategies all contribute to establishing your company’s digital presence.

Choosing media channels and topics of conversations to connect with your target customers are significant components in the decision making process. Writing blogs and e-Newsletters, using Twitter, Facebook or other social media networks all can be effective tools for small businesses to compete if used in proper context.

Frequency of producing content becomes the execution piece to the equation. How often you update content on your company’s website and chosen media vehicles is essential to managing your online presence, maintaining the interest of your customers and maximizing SEO.

Small businesses that provide useful, transparent information become relevant and credible. This increases their ability to influence perception, and ultimately the behavior of target customers – the obvious desire to win reference.

Many small businesses possess the expertise of their products and services as well as the passion for providing solutions to their customers. This is the beauty of doing business with these organizations. The small business challenge however, is how to participate competitively on this newly created level playing field of connecting with target customers.

Is the talent within your company to communicate effectively? Can you afford to assign someone the time to focus on the marketing strategy? Can you afford not to?

The game is on – is your company participating?