Just because everyone is doing “it”, should you do it too?
Yep, it’s that age old question that haunts people who tend to follow the crowd. You probably heard some iteration of it when you were growing up and your parents were trying to save you from peer pressure!
As naggy as your parents sounded, they had a point.
Mindlessly following the crowd is not the best way of doing things. By comparison, forging your own path of discovery can generate much better results!
And your marketing is no different.
One of the key aspects of successful marketing is figuring out how to stand out from the competition. While it’s important to keep a casual eye on your competitors to see what’s up, your time and energy are much better spent focusing on your own path. You should hone in on the direction you want your business to take and listen to what your clients are after.
Instead of following the crowd and mimicking others, differentiate yourself by being an authentic leader in the marketplace. Do what you do best in your own, unique style, and the competition will be worrying about how to keep up with you, not the other way around!
So, do you react or lead?
This is how you can make sure that you are the industry leader in your field…
Target Your Strategy
Just because you are in a similar niche with competing products or services, it doesn’t mean that you should adopt the same strategy as them. If a competitor’s business seems to be booming and drawing the customers in hordes, it can be tempting to copy their methods in the hopes of finding similar success.
Not only is this a tad lazy and unethical, it’s not going to work! Customers will notice that you are jumping on the coattails of someone else and won’t be impressed. Plus, it’s not an authentic way to build your one-of-a-kind brand.
Instead, spend time, energy, and dollars on analysing your target market. Get to know them as well as you can. Engage with them, listen to them, study them, and work on making your products and their customer experience top-notch.
Embrace Your Differences
Whether you are selling dishwashing liquid, cookies, professional services or dog collars, there will be some aspect of your business that makes you completely different from your competitors.
Maybe it’s an ingredient in your product, an individualised service you provide, the way you manufacture or package your goods, or even just the experience people have with your business which gives you that all-important point of difference. Dig deep to identify these differences, and then leverage them with your marketing.
Don’t Get Comfortable
Every business owner knows that things can change in an instant. Perhaps the economy takes a dive, a new technology shakes things up, or a shiny new competitor disrupts the market. You must always be learning, researching, innovating, and thinking ahead of the game.
While this sounds exhausting, there are tools out there that can make life easier! Businesses have access to more data than ever before, thanks to the wonders of technology. By analysing this data effectively, you can understand the market, anticipate trends, and give the people what they want.
Perhaps this means targeting new markets by making slight alterations to existing products or services. Or maybe you will look at creating entirely new offerings to meet the needs of your customers (and potential customers).
Eyes On The Prize
Of course, a responsible business should dedicate some time to watching the competition to get an accurate idea of the marketplace and their position in it. However, to be a true leader, the majority of your precious energy needs to be put into taking care of your own backyard, not looking over the fence to see how someone else’s grass is growing!
So, if you are ready to forge forward in your business, you need a marketing strategy to do it! Fortunately, digital marketing strategies are my speciality. Get in touch with me today to chat more about how you can be the one leading your industry.