You have to be fast!
In 2017, marketing moves like lightening speed. What works today may not work tomorrow. Being on your A game is so crucial if you want to successfully cut through the noise.
The average attention span for someone right now is a mere 7 seconds… 7 seconds!!
Crazy right… but that’s the way of our world now and capturing that attention is one thing… but keeping it is a whole other ball game.
The secret to success as an online expert is understanding what your market desires and being able to deliver that in clear and engaging way. You have to dig deep and be prepared to get your hands dirty if you want to truly connect with your audience.
There is far more to investigate than just nailing the right type of person to sell to. You need to also uncover:
- The exact service/product they want?
- How much they are willing to pay for it?
- What premium are they prepared to add to the cart if offered extended value?
If you aren’t ready to eradicate all your audience’s challenges, through your own products and services, then it’s likely you’ll get left behind. Giving assurance that your service is the only choice is the best way to defeat you biggest competitor.
Now before getting yourself out there, you absolutely must know what is working right now. This moment, this second…
Make sure you are compelling enough to your audience so they’ll listen to your message. Why are you the one to devote their 7 seconds to?
Sounds pretty exhausting right?
But don’t worry, there are things you can do to make this process easier for your own business.
Keyword Research Tools
You can use various tools to research your competitor’s organic keywords and paid search keywords. Sites like SemRush, WhatRunsWhere or AdBeat are just some of the examples if you want to spy on your competitor’s keywords.
Just make sure you are picking the site that best suits your needs, as these are paid tools and you want to know your investment will be worthwhile.
These tools be used for site audits, organic and paid keyword research, backlinks research, ad campaigns and more — plus you can use them on your own website to analyse your personal marketing too.
By doing so, your investment is killing two birds with one stone. You can monitor what works and doesn’t work in your own business, whilst creating comparisons with your competition.
Knowing your competitors is just as important as knowing your own business. In this day and age, we live in a congested online world and sometimes you just have to play dirty.
Who are you willing to fight? Who is your biggest and baddest enemy?
Take the time to sit and search engine the name of your enemy, as more than likely the results of that search will include their ads.
If this doesn’t happen for you, you can use the tools mentioned above to dig a little deeper.
Take screenshots of these ads for your own documentation and click through to visit their landing pages so you can really spy on the structure and layout of each ad campaign. Make sure you deliberately get yourself re-targeted through pixels once you visit their main page.
Keep on documenting where you are being re-targeted and followed around the internet. It’s also a good idea to invest in your main competitors product to journey yourself through their entire sales funnel. It’s essential to know their product just as much as your own.
Takes notes of EVERYTHING they are doing to you whilst you are in their vehicle. How do they present their pricing strategy? their payment gateway? their email follow up’s? up-sells? down-sells? and more…
The goal is to achieve first hand experience what their customers go through. If you don’t like aspects then great, you can make your own product more effective. This will allow you to establish what your unique attribution is going to be in your brand. What can you offer that the competition isn’t right now?
If you love stuff about it, even better. Don’t be afraid to implement similarities in your own business as the phrase goes, ‘you do not have to reinvent the wheel’. The goal here isn’t to compare yourself and feel like you are one step behind. You want to funnel hack!
Focus on their copy. Is it compelling? Are their messages clear? Did you enjoy the process going through their funnel? Could you complete the buying process without a glitch? What have they offered you post sale? Have they taken the time to check back on you?
Really laser in on what you believe to be the most effective part of their funnel. Keep an eye out on how they have increased their value offering. Documenting this entire journey will allow you to really examine what they have done well and allow you to compare effectively to your own brand.
Choosing your main competitor correctly will be crucial, as you will be targeting the exact same pool of people. Messages will be similar but this is how you will be able to determine your own unique mechanism that will entice the same audience to choose you over them.
Consequently this may seem like a lot of extra work. You may be thinking that you want to solely focus on yourself. Perhaps it even seems more daunting that it’s worth but honestly, it’s going to be far more rewarding in the long run.
You could spend weeks, months, even years working out your own strategy, only to find out it’s not what the market wants. So isn’t it better to jump right in, find what’s working and model your own marketing on this.
One thing to bear in mind is you should never implement strategies that completely match your competitors because they may not work consistently for you. The keyword here is model.
It’s far more effective to cater your own brand and optimise strategies specifically for you. Structure your message around whats working after clearly defining the current do’s and don’ts. Follow what’s working and be prepared to sprinkle your own unique attributes.
Most of all, if you want to be a true spy in the market you must always stay on top of your competition. Take time out frequently to follow up with everything that is going on. Strive to be one step ahead and prepare yourself to hit the accelerator…
Happy hacking 🙂