When it comes to digital marketing, there’s no end to online competitors. Standing out from the crowd in the vast landscapes of search engines and social media platforms can be daunting. But there are ways to beat the competition, and here are a few.
1) Learn From Your Online Competitors
If you’re not conducting regular competitor analyses as part of your business, you’re losing out on valuable knowledge. Online competitors especially can tell us a lot about what the industry is doing overall and which way things are trending.
In your research of the competition, pay attention to their advertisements and website. What kind of keywords are they using? What is the messaging? What aspect of their product or service are they choosing to highlight?
The idea isn’t to copy what your competition is doing, but rather to better understand your own strengths and weaknesses as a business, as well as gain insight into the market in which you operate. With that information, you can make truly informed marketing and advertising decisions.
2) Adjust Your Targeting
A useful tactic to beat your online competition is to target audiences they’re not. Try to focus your messaging on geographic areas that your competition is neglecting. You can get really granular with this by targeting specific zip codes or cast a wider net by targeting different cities or regions entirely.
You can also adjust your messaging to connect with different demographics. If your online competition is mostly talking to one demographic group, try crafting messaging to address other genders. age groups, income levels, and more. Defining your target audience helps refine your overall advertising strategy and leads to more successful campaigns.
Another option is to go extremely niche with your offering. Instead of casting the widest possible net, get specific about your products and services with messaging that will resonate with a very specific audience. For example, if you’re a plastic surgeon, instead of marketing all of your services to as many people as possible, select one or two of your most in-demand services and push messaging for just those.
3) Shake Up Your Creative and Establish a Niche
Speaking of going niche, don’t stop at just your targeting. The way you craft your messaging and visuals is just as important as who you’re talking to.
There are tons of niche aesthetics that a graphic designer can hone. Maybe your advertising lends itself to a vintage-looking style, or perhaps your audience responds well to a graffiti look. Give your marketing a unique style that shows off the personality of your business and resonates with the audience you’re trying to connect with.
In addition to attention-grabbing visuals, your advertisement messaging should be crafted to speak to your target audience. When you target a very specific group of people, you better know their language. Try using phrases and words that your target audience would use (within reason, of course—you still want to maintain professionalism in your messaging).
If you’re looking for examples of successful niche marketing strategies, check out these highly effective case studies.
4) Focus on Brand Keywords
This tip is just plain old good practice whether you’re trying to beat the online competition or not. Although some potential customers will find you by searching for keywords, others may be looking for your brand name specifically. Make sure YOU show up and not your customers. It’s a bit of a black hat tactic, but competitors may be using your brand name as part of their target keywords. Although it may seem unfair, it’s entirely within their right to do that. If that’s the case, you can try to push them out by outbidding them when someone searches for your brand name.
5) Focus on the Tail-End of Online Advertising
It’s less expensive to retain customers than to find new ones, so focus on providing excellent customer service and quality products. This may be the best way to beat your online competition: by making sure they don’t steal your customers away.
Luckily, this is the part of the process you have the most control over. When your customers feel loyalty to your brand, you won’t need to spend as much money advertising to them or offering steep discounts as a hook to introduce them to your company. And best of all, loyal customers have a much higher tendency to recommend you to others, essentially doing the work of spreading the word (and your brand) to new people.
Work With an Agency to Beat Online Competition
Don’t have the time or expertise to beat the online competition? No problem! Vuepoint Agency has you covered. Schedule a no-obligation meeting with us to learn about our digital marketing services and how they can help your business grow. Give us a call at (210) 858-7295.