In a highly competitive market, many businesses find it difficult to differentiate themselves and stand out from the crowd. This can lead to customers choosing a service due to the price, rather than any other criteria, because to them they are all the same. 

Here are 3 key reasons businesses aren’t standing out from their competition and how this can be remedied.

1. Businesses Aren’t Showing Up In Online Searches For Their Service

Businesses are leaving leads on the table, by not showing up in online searches for their product or service. Meanwhile their competitors are enjoying the fruits of appearing on the first page of Google. 

Search engines present a tremendous opportunity for businesses, with over 8 billion Google searches taking place every day.

When a person turns to Google to search for a service, they usually have a high intent or purpose to address a specific problem, making them a warmer lead. By appearing in search results, businesses can position themselves in front of potential customers who are already actively seeking out solutions.

Showing up in search results also enables businesses to build brand awareness and credibility. When a brand appears at the top of search results, it can create a sense of trust and authority in the eyes of potential customers.

This can lead to:

  • increased clicks to the business’s website
  • more opportunities to convert visitors into leads.

So How Do You Get Your Business To Show Up In Online Searches?

You can improve your SEO by focusing on the following areas:

  1. Provide content on your website that answers the search query: ideally make it the best on the internet, or at least in your area so you can stand out above the crowd
  2. Build your authority through your website: showcase your credentials, your testimonials, awards, associations and any other information that shows you are an expert in your field
  3. Promote your content: promote your content by getting mentions and links on related websites, make sure your business is listed in relevant directories
  4. Fix important technical issues: it’s always a good idea to check what’s going on under the hood of your website, for example checking that your site loads in a reasonable time

Although SEO is not a quick process and can require several months before yielding results, it is a highly effective lead generation channel in the long run.

Quality Leads Over The Long Term

For one of our clients this has been a difference between 1-2 leads per month before we started on their SEO to 10 per week 2 years later!

As I’m sure you can appreciate, this has made a huge impact on their business, allowing them to reduce expenses’, invest in their business and grow their profits.

How would it feel if your business could bring in many more, high quality leads consistently over time?

2. Generic Messaging

Many businesses use generic messaging on their websites and marketing material, essentially promoting what they do and the key features. Although this is totally fine and normal, it doesn’t help differentiate the brand.

How Do You Create Stand-Out Content?

Brands that use their website copy to focus on the customer, their problems and desires and where they want to get to are more likely to grab attention. Here are some elements you can use in your content to pique interest:

  • Promote your USP –  Unique Selling Proposition

    What is it that you do, that all or most of your competitors don’t? Perhaps you use organic products, or follow a methodology that gets exceptional results, or it’s your time in business, the way you charge for your services, a special guarantee, a large number of raving happy clients served or you’ve developed your own framework.

    Sprinkle your USP throughout your website and marketing copy, so your prospective client can see how your brand is different.

  • Problem and solution

    Show that you have a grasp of your customers pain points and how you can solve them.
    Your copy should indicate that you are aware of your clients problems plus provide them an easy path to getting it solved (by working with you). 

  • Write for your ideal customer 

    When producing your marketing content, have your ideal customer in mind so that you are talking directly to them and not anyone. By focusing our attention on one person, we can be more specific and authentic in our content, and this comes across as more trustworthy and competent.

  • Avoid industry jargon

    Acronyms or complex terminology that may not be widely understood by your customer base. By writing in plain concise language, you can draw more people into your messaging rather than deterring them with confusing terms. 

     

3. They Don’t Invest In Their Marketing

Business owners may not have the capacity to work on their own website optimisation and messaging. With so many hats to wear and jobs to do, they simply may not have the time, expertise or interest in working on this themselves. 

Hiring a marketing professional or digital agency could be beneficial over short or longer-term projects. 

How Can Outsourcing Help?

Outsourcing your marketing could be beneficial if:

  • You don’t have the funds to hire a marketing professional in-house
  • You’re missing those skills in-house
  • There are competing priorities and you need some temporary help to complete a project
  • You’ve tried doing it yourself but haven’t got the results
  • You need an outside view or unbiased approach to ensure the messaging is correct
  • You’re an owner of a small business with limited budget and time constraints

Outsourcing is an efficient way to bring in skilled professionals at a fraction of the cost of a full time employee,  so it makes sense that savvy businesses are taking advantage of this strategy. 

Stand Out From The Competition!

Brands are unknowingly leaving money on the table and burying themselves amongst the competition. By differentiating themselves and communicating their value effectively and enhancing their standing in online searches they can truly stand out from the crowd. 

If you’re having trouble getting noticed by potential customers online, it may be time to rethink your marketing strategy. As experts in online business growth we can help, talk to us today about our search engine optimisation plans and let’s refine your messaging and get your brand found in Google. 

Drop a comment below telling me how you’re going to stand out from your competition. How will you transform your messaging from a broad approach to tailored, customer-centric content that sells? How will you improve your visibility in online searches?