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Small business owner creating authentic local content to compete with larger competitors in digital marketing
Business Advice, Business Strategy, Marketing Strategy, SEO Strategies, Social Media

Is Your Small Business Getting Crushed by Bigger Competitors Online? Here’s How to Fight Back

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If you’ve ever looked at your competitors online and thought, “How am I supposed to keep up with THAT?”, you’re not alone. Big brands show up everywhere: Google ads, Instagram reels, slick websites, polished campaigns. It can feel like they own the entire digital playground. But here’s the truth nobody tells you: Winning online has very little to do with size and everything to do with strategy. Small businesses aren’t losing because they’re small. They’re losing because they’re trying to play the same game big companies play. And that’s the wrong game entirely. With the right approach, a small business can outrank, outshine, and outsmart much bigger competitors. This is where the real fight begins and where you can win.  Why Big Competitors Seem Impossible to Beat Big brands look unbeatable because they appear to have endless resources. More money. Bigger teams. More content. More tools. More ads. On the surface, that feels overwhelming. But here’s the twist: Most big brands are slow, disconnected, and out of touch. Their content goes through layers of approvals, ends up sounding like it was written by a legal department, and often lands as generic, broad marketing that misses the mark. They’re loud, but that doesn’t mean they’re effective. Small businesses, meanwhile, understand the community on a real level. They hear customer concerns firsthand, see what people care about, and know what actually resonates. Big companies can only guess, you get to witness it every day. So yes, big competitors seem intimidating, but they’re far from invincible. The Real Advantages Small Businesses Have (That Big Brands Don’t) Here’s the part most small businesses don’t give themselves enough credit for: the advantages that matter most online today are the ones big brands can’t buy. Audiences want content that feels real, human, and grounded in the community, something only a local business can deliver. Authenticity: People are exhausted by overly polished, corporate content. They want real faces, real stories, and real moments from the businesses they support. Speed: Big brands move slowly. Approval chains, meetings, committees, you know the drill. A small business can pivot in a single afternoon. Local Presence: You’re part of the community. You see what’s happening, what people care about, and what your audience responds to because you live in it every day. Flexibility: Trying new ideas doesn’t require permission from three departments. If something resonates, you can lean into it instantly. Human Connection: Customers love supporting businesses that actually care. When people feel that connection, they remember it and they come back. At the end of the day, digital platforms don’t reward the biggest brand, they reward the most relevant, helpful, and engaging one. And that gives small businesses an edge they often don’t realize they have. How Small Businesses Can Fight Back and Actually Win Online Small businesses can take the lead by showing up consistently, even with simple content. Short-form videos, quick posts, and behind-the-scenes moments go a long way. Consistency matters more than polished perfection. Local SEO is another major advantage. Google rewards businesses that serve the community, so optimized content, strong reviews, and regular updates can help small businesses outrank national competitors. Storytelling also creates a powerful edge. People buy from brands they feel connected to, so sharing your story, your team, and your mission builds loyalty in a way big brands struggle to replicate. Targeted marketing helps small businesses stay efficient. You don’t need to reach everyone, just the right people. A focused strategy consistently beats a broad, expensive one. And community-driven content, events, collaborations, shoutouts, builds trust and visibility faster than paid ads alone. Showing up in the community signals that you’re part of it. At the end of the day, winning online isn’t about being the biggest. It’s about being relevant, present, and human and that’s where small businesses thrive. The Playbook That Helps Small Businesses Win Big This is where Underdog Digital makes a real difference. The team partners closely with small businesses to build marketing strategies that highlight their strengths instead of forcing them to imitate larger competitors. With a thoughtful, community-focused approach, the team emphasizes storytelling, consistency, creative execution, and data-driven strategy, giving small businesses the tools they need to stand out in crowded markets. Small businesses gain momentum when they stop trying to mirror big brands and start leaning into what makes them unique, relatable, and memorable.Ready to stop getting overshadowed and start showing up with confidence? Connect with Underdog Digital today and get a strategy built to help your business compete and win, online.

Small business owner reviewing affordable marketing budget and strategy options for 2026 growth
Business, Business Advice, Business Strategy, Marketing

What Marketing Can You Actually Afford as a Small Business in 2026?

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Marketing was unpredictable in 2025, and every sign points to 2026 being even more challenging for small businesses. Rising marketing costs, constant platform updates, and conflicting advice from so-called “experts” make it difficult for business owners to know where to invest their time and money. As we move into 2026, the real question small businesses are asking is: “Which marketing strategies will deliver results and stay affordable so I can grow without breaking my budget?” Here’s the good news. Effective marketing in 2026 isn’t about spending more, it’s about spending smarter. You don’t need a huge ad budget, a full marketing department, or high-end creative production. You need clarity on the essentials, consistency in how you show up, and a strategy that matches your size, not the size of a Fortune 500 company. Let’s break down what small businesses can actually afford in 2026 (and still get real results). Why Marketing Costs Keep Shifting (And Why Budgeting Feels Harder Than Ever) The small-business marketing landscape has become a moving target. Paid ads are more expensive thanks to increased competition and algorithm shifts. Content demands are higher than ever, more platforms, more formats, more expectations. Agencies are still selling high-priced retainers with unclear deliverables. And AI tools, while helpful, often add yet another monthly subscription instead of simplifying your spend. It’s no wonder small businesses walk into 2026 unsure what’s realistic. The industry keeps inflating the idea of what marketing should cost. But the truth is simple: you don’t need a massive budget to compete. You need smarter allocation, clearer priorities, and a sustainable plan designed for a small-business reality. What Small Businesses Can Afford in 2026 (And Still See Real Results) The most effective 2026 marketing isn’t flashy, it’s foundational, consistent, and practical. Foundational Necessities: These are the must-haves: a clean, functional website, local SEO, regular updates to your Google Business Profile, and a system for collecting reviews. These boost visibility before you even spend on ads. Sustainable Content: Simple, consistent content works: short-form videos, quick social posts, behind-the-scenes photos, and monthly newsletters. You don’t need perfection. You need presence. Strategic Advertising: Small-budget retargeting, local ads, and niche campaigns are still affordable and effective. You don’t need a thousand-dollar ad spend to make an impact. Practical Tools & Automations: Affordable tools, AI-assisted writing, content planners, basic CRMs, and scheduling apps help you stay consistent without hiring extra staff. With the right mix, small businesses can absolutely afford marketing that works in 2026. What Small Businesses Should Stop Overspending On While there’s plenty you can afford in 2026, there’s also a long list of things you can stop pouring money into. The first is oversized retainers with unclear deliverables. Many agencies still charge premium monthly fees without providing the transparency or output small businesses need. If you’re paying thousands and still asking, “What did we actually get this month?”, that’s a red flag. Another common money pit? Untargeted ad campaigns. Running broad ads with no real strategy is one of the fastest ways to burn through a budget. Trend-chasing content falls into the same category, just because big brands are doing something flashy doesn’t mean it’s right for your audience. Then there are the one-off “quick fixes”, a random ad, a single video, a standalone project. They give a short-term bump at best, but they don’t build long-term momentum. And of course, many businesses overspend on complicated software they never use. If a tool sits untouched for weeks, it’s not helping your bottom line. The key to surviving 2026 is simple: avoid unnecessary complexity and focus on the strategies that keep your business visible, consistent, and connected to your community. The Simplest Way to Afford Marketing in 2026 This is where Underdog Digital brings real relief to small businesses. Instead of unpredictable retainers, hourly billing, or surprise invoices, the company offers unlimited marketing for a flat monthly rate. That means one predictable price covers everything, content, design, strategy, email, SEO updates, ads setup, and more. No guessing. No hidden fees. No nickel-and-diming. Marketing in 2026 doesn’t have to break your budget. It just needs to be strategic, sustainable, and built around what small businesses actually need.If you want marketing you can finally afford and depend on connect with Underdog Digital. Let’s build a plan that works for your goals and your budget.

Small business owner using AI marketing tools on laptop to create content and automate tasks
Business, Business Advice, Business Strategy, Marketing

Should Your Small Business Be Using AI for Marketing in 2026?

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Everywhere you turn, someone is telling small businesses the same thing: Use AI or get left behind. But what does that actually mean? Is AI the future of smarter marketing… or just another buzzword destined to disappear like last year’s “must-have” trend? The real answer is simpler than it sounds. AI can absolutely help small businesses in 2026, but only if you understand what it actually does, what it doesn’t do, and where it fits into your marketing strategy. Let’s clear the noise and get to the truth. What AI Can Realistically Do (Without Replacing Humans) AI isn’t a magic button that runs your entire marketing department for you. But it is an incredibly useful tool that can make marketing faster, easier, and more consistent especially when you’re already juggling a dozen responsibilities. Here’s what AI can realistically help with: Content Drafting Assistance: AI can help you brainstorm ideas, draft emails, write captions, or outline blog posts. It cuts down the time it takes to create content, not the quality you bring to it. Customer Service Automations: Think chat assistants, quick replies, or routing common questions. It helps you respond faster without hiring more staff. Scheduling & Posting Support: AI tools can help plan your content calendar, recommend posting times, or even suggest improvements to your messaging. Research & Insights: AI is excellent at pulling data, analyzing trends, and helping you understand what’s actually working. Repurposing Content: Got a great video? AI can help you turn it into short posts, newsletters, or blogs and save hours doing it. AI’s goal isn’t to replace you. It’s to handle the repetitive work so you can focus on the parts of your business that actually require a human. Where AI Helps Small Businesses the Most Small businesses benefit from AI most when it’s used to speed up the things that often fall to the bottom of the to-do list. That includes writing content, posting consistently, staying organized, and keeping marketing moving even on your busiest weeks. AI can help you show up online more often without doubling the workload. It helps you personalize messaging, stay competitive in search results, and simplify your marketing systems all without needing a massive budget or a full team. Used correctly, AI doesn’t replace your marketing. It supports it. It gives you momentum. Where AI Falls Short (And Why You Still Need Strategy & Humans) For all the things AI does well, there are still areas where it simply can’t deliver what a small business needs. AI doesn’t understand your community the way you do. It can’t pick up on the nuances of local customers, seasonal shifts, or the personality that makes your brand unique. Without guidance, AI content can sound generic like something copied from a template instead of coming from a real business with a real story. AI also can’t build relationships. It can’t show up at local events, talk to customers, or create the kind of emotional connection that keeps people coming back. And while AI tools can suggest ideas or schedule posts, they can’t build a long-term strategy on their own. Marketing still needs human direction, human creativity, and human decision-making. AI is powerful, but it’s not a replacement for strategy, it’s a support system. How Small Businesses Should Approach AI in 2025  The right approach to AI in 2025 is simple: use it as a helper, not a substitute. Let AI handle the repetitive tasks, drafting, planning, analyzing, while human expertise guides the voice, direction, and long-term goals of your marketing.If you want to use AI without losing your brand’s voice or wasting time figuring out tools, connect with Underdog Digital. Let’s build a marketing strategy that uses AI the right way.

Top 5 Business-Related South Carolina Podcasts You Should Know
Business Advice

Top 5 Business-Related South Carolina Podcasts You Should Be Listening To

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South Carolina is not only known for its beautiful landscapes and rich history but also for its thriving business community. As business professionals, we have the unique opportunity to learn from the trailblazers in our state who are shaping the local economy and driving innovation.  Whether you\’re a local entrepreneur or simply looking for some Southern business inspiration, there are several community-focused podcasts from the Palmetto State that you should add to your playlist.  Here are the top 5 business-related podcasts in South Carolina that provide valuable insights, stories, and advice for business owners and professionals alike. 1. Culture & Compliance  Hosted by Matt Vaadi Why Listen: Hosted by Matt Vaadi, CEO of guHRoo Payroll and HR, Culture & Compliance delves into the intricacies of building and maintaining a great company culture. Matt offers insights into hiring and retaining top talent through an awesome company culture, making this podcast a must-listen for HR professionals and business leaders who want to foster a positive work environment and improve employee engagement. 2. South Carolina Business Review Hosted by Mike Switzer Why Listen: Airing on South Carolina Public Radio, the South Carolina Business Review features interviews with business leaders, entrepreneurs, and economic experts from across the state. Host Mike Switzer brings a wealth of knowledge and experience to the show, offering listeners in-depth discussions on economic trends, business strategies, and the latest developments in South Carolina\’s business landscape. 3. The CEO Show with Carl Brown Hosted by Carl Brown Why Listen: Carl Brown, a prominent business leader in South Carolina, hosts The CEO Show, where he interviews top CEOs and business executives. The podcast provides a behind-the-scenes look at the challenges and successes of leading companies. Carl’s engaging interviews offer practical advice and inspiration for aspiring and established leaders. 4. The Shrimp Tank Charleston Hosted by Eric Elkins and Kenny Harrell Why Listen: The Shrimp Tank Charleston is part of a nationwide podcast network that interviews the brightest and best entrepreneurs around. Hosts Eric Elkins and Kenny Harrell bring on local business owners and entrepreneurs from Charleston to share their stories and business advice. This podcast is perfect for those looking to gain insights from successful business figures in one of South Carolina\’s most vibrant cities. 5. The Life in Accounting Podcast Hosted by Mark Goldman and Bruce Bramblett Why Listen: Although it covers a niche field, The Life in Accounting Podcast is incredibly valuable for business owners and professionals in South Carolina. Hosted by Mark Goldman and Bruce Bramblett, this podcast explores the careers and stories of accountants and finance professionals. It provides practical tips on financial management, accounting best practices, and insights into the financial aspects of running a business. These South Carolina-based podcasts offer a wealth of knowledge, inspiration, and practical advice for anyone interested in business. Whether you\’re looking to improve your company\’s culture, stay updated on economic trends, or gain insights from local entrepreneurs, these podcasts have something for everyone. Happy listening, and here\’s to your business success in South Carolina! 

What is the Average Cost a Marketing Agency in 2024? | Underdog Digital
Business Advice

What is the Average Cost of a Marketing Agency in 2024? Let’s Break it Down

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We’re giving you the cost right from the start – small businesses are looking to pay, on average, between $4,000 – $10,000 per month to get all the services they need. But, there are other options. In today\’s competitive market, marketing is crucial for small business success. However, understanding the cost of hiring a marketing agency in 2024 can be challenging due to the wide range of services and pricing models available. We’re going to break down the costs involved, compare different types of agencies, and introduce an innovative solution from Underdog Digital that offers that is breaking the mold compared to traditional marketing agencies. Full-Service Marketing Agencies: All-in-One Solutions A full-service marketing agency offers comprehensive marketing solutions, covering everything from social media management and SEO to content creation and web development. In 2024, the average cost of hiring a full-service marketing agency ranges from $4,000 to $10,000 per month. This fee generally includes: While these agencies provide a holistic approach to marketing, they may not be the most cost-effective option for small businesses with limited budgets. Underdog’s Unlimited Marketing Service Model Specialty Agencies: Focused Expertise Specialty agencies concentrate on specific areas of marketing, allowing businesses to target particular needs without investing in a full-service package. Here’s a breakdown of the average costs for various specialty agencies: While hiring a specialty agency can be beneficial for targeted campaigns, the costs can add up quickly if multiple services are required. The Contractor Conundrum: Are You Really Saving? Many small businesses opt to hire individual contractors or freelancers for their marketing needs, believing this to be a more cost-effective solution. However, contractors often charge higher rates for their specialized services. For instance: When combining the costs of multiple contractors, small businesses may end up spending more than they would with a full-service or specialty agency. Underdog Digital: A Game-Changing Solution Underdog Digital offers a unique model designed to address the financial challenges small businesses face when seeking quality marketing services. With Underdog Digital, you get unlimited marketing tasks and services for a flat monthly fee that’s often less than the cost of hiring a part-time internal marketing person. Here’s what you can expect: Choosing the Right Fit for Your Business With numerous options available, selecting the right marketing solution for your small business can be daunting. Here are a few tips to guide your decision: Underdog Digital’s innovative approach offers small businesses a cost-effective and comprehensive marketing solution, providing the expertise and support needed to thrive in today’s market. By understanding your options and evaluating your needs, you can make an informed decision that aligns with your business goals and budget. Ready to revolutionize your marketing strategy? Explore how Underdog Digital can help your small business achieve its full potential.

Business, Business Advice

Growing a Small Business: The 12 Key Areas of Scalability

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Growing a small business can feel like assembling a complex jigsaw puzzle. You start with a vision of the final picture – your ultimate business goal – but all you have in front of you are hundreds of pieces. How do these pieces fit together? Where do you even begin?Start with this roadmap. There are 12 key areas that you need to execute well to scale. Master these areas, and growth is inevitable. Strong Leadership: Steering the Ship The importance of strong leadership cannot be overstated. Leaders act as the compass for their organizations, setting the course and inspiring their teams to follow. They must possess the vision to see opportunities where others see obstacles and the courage to take calculated risks. Leadership is about embodying the values you want to see in your team, fostering an environment where creativity and innovation are encouraged, and challenges are met with resilience and determination. Lead by example – be decisive, adaptable, and consistently work to inspire your team. Clear Vision and Strategy: Mapping the Journey A clear vision and a well-defined strategy serve as the roadmap for any small business aspiring to grow. It\’s not enough to know where you want to go; you must also outline how you plan to get there. This involves setting specific, measurable, achievable, relevant, and time-bound (SMART) goals and devising a strategic plan that aligns with your company\’s core values and objectives. A well-crafted strategy takes into account the competitive landscape, customer needs, and market trends, ensuring that your business remains relevant and agile. It doesn’t help to simply create a strategy and never stick to it. Communicate the strategy with your team and hold one another accountable. Consistently check in on your progress. Adaptable Business Model: Navigating Changes The only constant in business is change. An adaptable business model is crucial for survival in an ever-evolving market. This means being open to pivoting your approach, diversifying your offerings, or even completely overhauling your business model in response to new challenges and opportunities. Flexibility allows you to respond to market demands, stay ahead of competitors, and meet your customers\’ needs more effectively. Staying stuck-in-your-ways is a recipe for falling behind. Efficient Processes and Systems: The Gears of Growth Efficiency is the engine that drives business growth. Streamlining your processes and systems not only improves productivity but also enhances the quality of your products or services. Investing in technology, automating routine tasks, and optimizing operations can free up valuable resources, allowing you to focus on innovation and strategic planning. A lean, efficient operation is better equipped to scale and adapt to changing business dynamics. Automate and delegate to external resources where you can. Customer-Centric Approach: The Heart of Your Business At the core of every successful business is a deep understanding of its customers. A customer-centric approach means prioritizing the needs and experiences of your customers in every decision you make. It\’s about building relationships, understanding their pain points, and delivering solutions that not only meet but exceed their expectations. Satisfied customers are more likely to become loyal advocates for your brand, driving growth through word-of-mouth and repeat business. Create avenues to give your customers more. Provide resources, training sessions, etc that all of your current customers have access to. Strong Financial Management: Fueling Your Expansion Robust financial management is the foundation upon which sustainable growth is built. This encompasses everything from careful budgeting and cash flow management to strategic investment and revenue optimization. Understanding your financials allows you to make informed decisions, identify opportunities for improvement, and mitigate risks. If you’re looking for investors, this area is critical. Always know how your finances stand now, how they were in the past, and how they are predicted to be in the future. Talent Management: Cultivating Your Garden Your team is your most valuable asset. Talent management is about attracting, developing, and retaining the right people who can contribute to your vision and growth. This involves creating a positive work culture, offering opportunities for professional development, and recognizing and rewarding contributions. A motivated, skilled team is instrumental in driving innovation, enhancing customer satisfaction, and achieving business objectives.A bad hire can kill your business. Hire slow with intentionality. Continuously offer opportunities for your team to grow to keep your people around. Scalable Infrastructure: Building for the Future As your business grows, so should your infrastructure. Scalable infrastructure is about having the systems, technology, and processes in place that can accommodate growth without compromising on performance or customer experience. This might mean investing in cloud-based solutions, expanding your physical space, or upgrading your technology stack to ensure that your business can handle increased demand and complexity. Culture of Innovation and Continuous Improvement: The Path to Excellence A culture of innovation and continuous improvement is what sets leading businesses apart. Encouraging your team to challenge the status quo, experiment with new ideas, and learn from failures creates a dynamic environment where innovation thrives. Continuous improvement is about constantly seeking ways to do things better, more efficiently, and more effectively, ensuring your business remains competitive and relevant. Robust Marketing and Sales: Amplifying Your Message Effective marketing and sales strategies are critical for driving growth. This involves understanding your market, crafting compelling messaging, and leveraging the right channels to reach your audience. A robust marketing and sales approach not only drives revenue but also builds brand awareness and establishes your business as a leader in its field. Be sure to have a well-defined process for lead generation and follow-up. Network and Partnerships: Expanding Your Horizon Building a strong network and forging strategic partnerships can open up new opportunities for growth. Collaborations with other businesses, industry associations, or influencers can provide access to new markets, resources, and knowledge. Networking is also invaluable for learning from peers, staying informed about industry trends, and finding potential collaborators, mentors, or investors. For startups and small businesses, you have to become locally known before you can grow. Legal and Compliance Awareness: Safeguarding Your Journey Finally, navigating the

Business, Business Advice, Business Strategy

The Key To Overcoming Lack Of Resources

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Alright, it’s been a while, but I’m back. No excuses, but we have been wide open. We have added six new people to the guHRoo and Underdog Digital teams in the last 30 days. This is a pretty substantial uptick for our team bringing us over 20 people combined. Anyhow, thanks for bearing with me and I am excited to share some updates. I have thought about sharing our growth from behind the scenes in the newsletter. Would you be interested in that? If so, send me a note at matt@guhroo.co. Otherwise, we will just keep sharing some of the tips we have learned to continue to grow and scale. This week I want to talk about overcoming the lack of resources you have as a small business owner. There is no shortage of challenges that you face on a daily basis. But one of the most significant challenges is often the lack of resources. When you\’re operating with limited funds, it can be difficult to make the investments you need to take your business to the next level. You may find yourself struggling to hire the right talent or invest in marketing and advertising campaigns that could bring in new customers. You may be forced to make tough choices about where to allocate your limited resources, often sacrificing growth opportunities in the process. And when you\’re constantly fighting to keep your head above water, it\’s easy to feel like you\’re stuck in a never-ending cycle of limited growth and diminished returns. But here\’s the thing: you don\’t have to accept this reality. There are three ways I have found we can overcome a lack of resources to build a thriving, sustainable business. This is what we have done at our companies over the last nine years. By leveraging technology, prioritizing spending, and collaborating with others, we have found these ways help us to make the most of our limited resources and achieve our growth goals. Leverage technology: Technology can be a powerful tool for small businesses that are operating with limited resources. You can automate tasks, streamline operations, and reach customers more effectively. How this works for us: we try to automate EVERYTHING. We use over 40 pieces of software (which can be overwhelming to new hires) but allows our staff to stay lean and mean. Our leadership team is spending one hour per week this quarter reviewing things our team does on a daily basis that can be automated or removed from our workflows. Prioritize spending: When resources are limited, you’ve got to be strategic about where you invest your time and money. Prioritizing spending involves identifying the areas of the business that will have the greatest impact on growth and profitability, and focusing resources on those areas. This means getting real with yourself – is what you’re doing and spending money on really moving the needle? How this works for us: To improve our sales and marketing efforts, we review all of our new clients and how we got in contact with them. This helps us to make sure we are investing only in things that move the needle. We don’t want to spend time and money on channels that don’t have an ROI. Collaborate with others: Collaboration can be a powerful way for small businesses to overcome the limitations of limited resources. By working with other businesses, industry associations, or even government agencies, you can pool resources and achieve economies of scale. How this works for us: We collaborate and partner on all sides of the house. We leverage partners for things we don’t want to build into our software and integrate with them. We sell primarily through partners (like CPA’s) and work with others to create win/win/win situations. This one cannot be overstated, the partnership economy is real. You need to look for strategic partners where you can provide value and vice versa. Ultimately, the key to overcoming a lack of resources is to be strategic, resourceful, and flexible. You’ve got to be able to adapt to changing circumstances, make the most of the resources you have, and take advantage of new opportunities that position you for success. Let me know what topics you want to hear more about in Growth Models. Cheers, Matt