You know what they say about New York City: if you can make it here, you can make it anywhere. As one of the biggest and most densely populated metropolises in the world, it’s no surprise that competition in New York can get fierce. According to the New York City government, there are over 220,000 businesses in the city, with over 98% of them classified as small businesses.

We’ve previously written about starting a business in NYC, and what entrepreneurs need to consider before launching, like taxes, business structures, and more. Today, we’re going to talk about what to do after you start your business. How do you keep your company alive? Here’s what we think you should do when you’re a small fish marketing in a big pond.

Make it Worthwhile

One of the best things you can do to market your small business doesn’t actually sound like traditional marketing. Businesses stand out because they add value to clients’ lives, and a popular way to do so is through education and information. Content Marketing Institute took a look at eight brands who took that strategy to the next level— by offering classes and trainings that differentiated them from the competition.

You don’t have to go through all the trouble of setting up your own online university, but setting yourself up as a thought leader may be the way to go. Organize workshops related to your brand, set up webinars, and offer one-on-one consultations. The more value-adding your business is, the more likely customers are going to recommend you to their friends. Letting your clients see you as more than just a brand is one way to keep them coming back.

Go Direct

With so much going on, consumers in the Big Apple are looking for businesses that can capture their attention. When you’re running a small business, you can’t always afford huge billboards or dedicated advertising campaigns. What you should be looking at instead are marketing strategies that are low cost but yield great results.

Direct mail marketing is one of those strategies. Since everything’s online, receiving a postcard in the mail is actually more significant than ever before. A post on plastic postcard mailers by Triadex Services recommends taking it to the next level by using unique materials. Plastic postcards can be designed with pop-out cards and key tag features, with layouts that can include up to three cards. This means you get more impact in a smaller space— a great deal if you’re a business on a budget.

Keep it Personal

Finally, the most important thing you need to keep in mind, no matter what the strategy, is that you need to keep it personal. People living in a big city are looking for connection wherever they can find it. They aren’t necessarily looking for brands that can promise them the world— what they are looking for are brands that feel meaningful. A big part of that meaning can be found through personalization.

Research compiled by author and speaker Blake Morgan, found that 71% of consumers feel frustrated when a shopping experience is impersonal. Consumers want to purchase from businesses that they feel cater to them specifically. Luckily, small businesses are equipped to do this. Whether it’s a personalized thank you note, a few freebies, or knowing an order by name, authenticity and personal connection is the way to stand out.