This shouldn’t be an obsession but rather a smart part of your online marketing strategy to help you stay in touch with your prospects.
The other day I was researching a market for a client and during my the strategy session 2 question I asked were, ”
- so who is your main competition online?
- how are you different from them, why would someone buy from you instead of them?
The answers I got were fairly standard
- xyz company who were just a tin pot little operation
- we have been in business for 35 years and have a great reputation, our prices are better and we have friendly honest service.
Sound like anyone you know?
So off I went to see what was really going on.
Turned out the main competition online turned out to be 1 1/2 pages of companies selling in the same space as my client. The most prominent being a big merchant store selling many related items as well.
From a technical point of view, this site had ranking for over 3 thousand key words and 1600 backlinks from other sites.
They had very very good online sales processes and marketing.
What’s the answer
So even though my client was somewhat surprised and then dismayed as to what they could do, all businesses still have an opportunity to overcome the bigger players in their market.
Becoming the authority in your market is possible and even very likely with the right approach.
A few simple things to consider
- get a very indepth understanding of your target prospects
- provide the solutions to their problems
- build relationships with them
- communicate with them respectfully
- continue to get to know their needs better by analysing their responses to your communication
- implement the changes needed to better connect with them
it’s not too late
Even though many people think it’s too late to take on the big budget companies online, the opportunity is still present.
Large retailers, although they have huge budgets and impressive websites, simply miss the boat when it comes to marketing online. They have most of the fundamentals right but the personal communication and respect for their customers is sadly missing. GREAT NEWS
Go out and be better communicators online.
Provide the best possible information about your services (keep your customers needs at top of mind) and be human. Remember there is a person reading your online content and emails.
Oh and most importantly, HAVE FUN