Written by Eva Benoit | eva.benoit@evabenoit.com | evabenoit.com

Amazon is undoubtedly the online retail giant. But unlike Jack, you can’t slay this one. As a small business, you have to find your own golden goose. Here are a few tried-and-true methods to chop down the proverbial beanstalk, keep the giant in its place, and master the marketplace.

Try out different selling sites. 

Even if you sell products on your own website, there are many others where you can advertise your product. A site like Rakuten is an online marketplace that can give you a competitive edge by opening you up to a broader customer demographic. You’ll also have help when you need it and simple ways to get orders out the door. If you have a product that does not require significant personalized service, this makes sense.

Provide better customer service.

It’s no secret that Amazon is known for having exceptional customer service.  But, many of the reps are overseas, and they will not have intimate knowledge of every product. Provide your customers with the best experience possible by offering one-on-one service when they need it most. For example, if you sell a specific type of cookware,  make sure that you – and your representatives – know how to use it and can troubleshoot all foreseeable problems. 

Pile on the perks.

While Amazon’s packages are processed through enormous shipping centers, yours will most likely be packed by hand and, preferably, by someone who knows their customer. Because of this, you are in an excellent position to give your customers a little something extra to remember you by. Unannounced loyalty gifts are a great example. In the case of the cookware scenario, you might add an extra serving spoon or self-published cookbook to each package. The key is to find something that will cost you only pennies but will pack a proverbial punch.

Increase your profit margin.

Depending on the type of products you are known for, it might make sense to add additional items to your inventory. Just make sure that these are high-profit and, most importantly, that they complement your existing lineup. Your pot and pan buyers might be interested in a bottle of coconut oil, matcha powder, or other trending kitchen staples. The possibilities are endless, and Salehoo lists everything from Bluetooth speakers to designer lingerie as items with great markup possibilities.

Go viral.

Social media is a powerful marketing tool and one that Entrepreneur reports is used by more than 2.5 billion people. It is not always easy, but you can harness the collective power of people perusing the internet and turn your marketing campaign into a viral hit. While there are a few businesses and individuals who’ve gone viral thanks to dumb luck, the reality is that it takes a little ingenuity. Start by creating engaging content, and then time it for maximum effectiveness. Don’t hesitate to reach out to influencers, and draft a press release once your campaign draws attention.

Boost your speed.

Customers are impatient, and your reaction and response time, as well as your website load speed, can make or break you. There are many ways to boost your site’s performance, but it is almost always best to outsource IT tasks to a professional lest you inadvertently hurt your website. A small investment in technology--such as dedicated hosting--coupled with an intuitive site design can make a huge difference in the customer experience.

Competing with a major corporation isn’t easy, but by carefully picking and choosing your tactics, you can drive your business in a way that makes sense for your customers, which will keep them coming back and will ensure loyalty. Utilize your strengths as a smaller company to make the most of your abilities.