Who Is Eating Your Lunch?
I was reviewing competitor websites for a client last week.
This is a widespread practice in the marketing arena, but not something most businesses do.
Do you check out your competitors from time to time?
Are those crickets I hear?
First, you have to know who your competitors are. It’s certainly not everyone in your business category and it’s important to know who most closely matches your offerings and how they differ from you in as many ways as you can list.
You can gain valuable business intelligence if you periodically put this activity on your calendar.
Here are some of the things you might discover:
- What do they offer that is different from your company – this may spur some innovative ideas or offering for you or make you decide to take a different direction
- Is their messaging memorable or do they only talk about themselves? This shows up most often: This is who we are and what we do. Later they talk about how client-focused they are, but by then, it’s a little late.
- How well are they using graphics? Far too many owners discount the use of graphics all together, but it is the difference between DIY and a highly professional look. Even if you can take photos with your I phone or your son is studying graphic design, it’s wiser to spring for a professional to help you create the sense of expertise that you wish to convey.
- Are they using any of your ideas or copy? You might be surprised to learn that people frequently go to other sites and often copy those they are at the top. I noticed three builders who used a line from one of the top residential builders in the area. That one line has lost all its power as a result – for all of them, including the one who thought of it originally.
We will use the theme of What’s Missing in Your Marketing this month. If you would like information on our Mastermind that focuses on how to make marketing decisions to improve your ROI, click here