Areeb Mirza (speaker/uploader) gives brief marketing advice for newer local businesses on how to compete with long-established competitors. He argues newer entrants should proactively reach and persuade prospects via content and ads—because incumbents often rely on referrals and are weaker at speaking to new prospects—so directing prospects to your website and produced content gives you an advantage.
In a local market. One thing that has been difficult to beat is the longevity of your competitor. They've just existed more than you have and been through multiple markets. How do you overcome that? You need to give the newer prospects a reason to go with you before they even reach that person. The chances of them not creating content or running ads is high because they're usually good on referrals and like to keep it that way. You train yourself to talk and reach new prospects using content and ads. You have a better chance because they don't know how to talk to newer prospects as good as you do and directing them to your website or things that you have done. People who have been in the game for way longer than you have always have a soft point you can start working towards.
