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Rand Fishkin’s advice for B2B SMEs 2.1/ Find your market niche To the questions that we were able to ask Mr Fishkin on ever-fiercer competition and the monopolies of tech giants, he responded: “If you want to stand out as a small business, you have to be ready to do the things that large companies cannot or do not want to do, meaning lots of creativity and innovation around the product and marketing.


Before thinking of channels and SEO tactics, it’s essential to have a Phone Number Data product that makes you stand out. And to stand out, there is nothing better than hyper-specialisation, which give you unique granularity in your market and your marketing. Rand gave this example: “instead of saying that you’re going to compete with Gmail and become an email provider, you say: Europe have a very specific process that they use to generate their emails and we want to be able to offer them a better inbox experience.




It is a very limited market, but you can serve it better than anyone else.” It’s kind of like the Blue ocean strategy, which consists in finding your differentiating factor in order to no longer have any direct competition. 2.2/ Choose your battles According to Rand, from ten business who launch themselves into content creation, only two to three will really succeed in getting a good return on investment.