Developing a sound strategy for an online marketing campaign is hands down the most interesting aspect of my day, and it is also the toughest. I'll start by saying there is never a "one-size fits all" marketing message for a campaign. Every individual business is different and the selling points of each business come with unique attributes. If you can simply change the name and logo without anyone noticing, you have done it wrong.
Get Started: Why a Unique Marketing Message Is So Important
Let's take a step back to the inception of an online marketing campaign.
Many folks in our industry like to sell the idea of their client never having to be involved—there is often a "we do all of the work" sales pitch that can be appealing to their potential client. Would you hire a contractor to remodel your home without providing insight on your vision of the end result? Of course not, you want to make sure that the final product fits your lifestyle and reflects your taste.
If you're thinking about having an online presence, you probably realize how competitive the marketplace is, and you know that your customers have access to your competitor's message. It is important to ask yourself some questions and help your marketing company understand your message.
Ask questions like:
- How is your business different?
- What sets you apart?
- What is your message that you want your potential customers to know?
This all begins with communicating with your marketing company and viewing your marketing company as an extension of your business. If your marketing company is not interested in collaborating with you, keep looking.
It is actually quite simple on the surface; online visitors who are serious about buying look for key elements.
- Do you offer the product / service they are looking for?
- Are you qualified to provide it?
- Why are you better than the rest?
Getting the message across of what your business actually provides is as important as what sets you apart. This is where your marketing company comes in. They must create a website (and complete online profile) that is in line with what visitors immediately want to see. For example, are you in the business of selling blue widgets? Communicate that message immediately and above the fold. It has to be clear as soon as a visitor lands on your website that they have at least found a business that offers what they are looking for.
How to Set Yourself Apart from the Competition
Being qualified is great and customers will pay attention to it. This is the real question though: Does your website showcase that? The way you present this information should be simple, concise, and lead to the next step of the conversion funnel. Make it easy to find and make it enticing to read more.
The next element is the most difficult. Don't be shy! Tell your marketing company why you are better than your competitors. Online visitors (your potential customers) want to know they are selecting the best—so tell them! If you have received awards or accolades, tell your marketing company. Collect all of those great customer testimonials and reviews and get them to your marketing company.
Send them your pictures of your work for your online gallery. Show off your results! Your potential customers want to take something away after visiting your website. If they don't, they will simply move on until they find one of your competitors that held their attention and impressed them enough to pick up the phone.
Your unique perspective is what sets you apart from the competition,
so tell your marketing company and start inspiring your future customers!