Online marketing has changed the world, especially for the small to medium business.

Being able to target your goods or services specifically and directly to your customers has revolutionised advertising and they way people do business.

Are you a lawyer specialising in immigration? Boom, a simple Google search of “immigration lawyer” will allow local people to find you. People know what they want and you have done the work to ensure you’re easy to find.

But what if immigration is just part of what you do? What if you also help immigrants find their first job in the country too? An immigration lawyer isn’t the first place someone would look when searching for a job.

What do you do if people aren’t looking for your services, even though they might be interested in them? How do you reach people online when they’re not specifically looking for something?

Discover your ‘unreachables’

By conducting extensive market research into your customer’s and client’s personas, you can build up a profile of what they need or what they might be interested in. These people are your ‘unreachables’ – the group that are part of your market, but have remained out of your grasp so far.

If you already offer these services or products, then ask yourself why your unreachables don’t know/want your product. Are you on the right platform for them? Are you appealing to the right demographic? Who do they go to instead of you?

Laser guided marketing

Once you figure out who your unreachables are, you’ll be able to target them online.

Targeted Google Ads can use factors such as age, geographical location, gender, relationship status, interests, education and prior search activity to zero in on the people you are trying to attract.

So to go back to our immigration lawyer example, if you want to appeal to those who have just arrived in the country and are looking for a job, then single, 18 -35 year olds with a post-graduate education who are searching terms that fit their specific needs.

Understand your audience

In a perfect world, we would have all the money we need to market to each and every potential client or customer. Unfortunately, the real world isn’t like that – we need to pick and choose where we spend our marketing budget.

The best way to get value for money and to attract new customers is to know your audience. As you develop a closer relationship with them, you may begin to recognise similar customers who could also benefit from your service or product. That’s when your business starts to grow.

Attracting new customers is the lifeblood of any company, and finding ways to sell yourself to people who otherwise wouldn’t consider you is an essential part of marketing.

Ark Advance can help you reach new clients who you would have been otherwise hidden from via this type of targeted marketing. Contact us today for more information on how this could work for you and your business.

Vive la difference – even if it’s a tiny one.

So after a lot of hard work, your website is on the first page of Google’s search results.
Congratulations, it’s not a simple task. The problem now is that it is surrounded by your competitors. Will it stand out?

Online marketing is a unique beast. The internet can sometimes be the only time you’ll find your name sitting right alongside that of your competitors.

In the pre-search engine days, we wouldn’t have to explicitly state why we’re different, just what we do and how we do it. Now anyone searching our product or service is faced with a list of companies which present themselves as doing all the same thing.

Why it’s so difficult in today’s world

We live in an age of product and pricing parity, especially for small / medium businesses. There’s no longer a unique selling point for many companies – there are simply too many competitors doing the same thing.

You sell scented candles online? Well there’s a 99% chance your competitors sell the exact same candles. You offer a carpet cleaning service? Well there’s no reason why your vacuum does a better job than anyone else’s.

With a level playing field for everyone, it’s up to you to find the difference when it comes to your business, even if it’s a tiny one.

Ok, you and your competitors sell the same scented candles, but when it comes to packaging aesthetics, you can’t be beat. And sure, any cleaning company will do a good job, but do the others offer carpet shampoo that’s guaranteed safe for pets?

The little things will make a difference to your business, but it’s up to you to find them, focus on them, and then leverage them in your marketing.

Three ways to differentiate

So how do you stand out from the crowd? What makes your website the one a customer should click on? Depending on what your business does, there are three points of differentiation to consider.

Product differentiation

This is the general area that most B2B marketers and consumer marketers spend the majority of their time and dollars. Simply having a better product than your competitors means you will stand out. This may take the form of the latest features, technology, performance, or efficacy.

It sounds easy, but everyone’s trying to make their product the best on the market, and even if you do manage it, your competitors will probably just copy you, so you need to let everyone know you’re the original and best.

Service differentiation

Outstanding service isn’t just doing what you promised, it’s going above and beyond what you promised. This includes all the aspects behind the scenes too, from training to ease of ordering. Showing potential customers why your service is better than your competitors can take the form of outstanding testimonials or 5-star Google reviews. People need to see the results of your service, not just your promise that you’re better than everyone else.

Relationship differentiation

There’s no point talking about how you pride yourself on your customer service – every business claims this. No one says, “Our customer service isn’t great, but our product is pretty good!”
Customers will return to you again and again if they feel valued. Taking responsibility for you clients’ overall experience will bring its own rewards, and the little things that you do which others don’t will go along way to your success.

Find Your X Factor

Whatever you choose for your point (s) of differentiation they must be both clear and easy to understand. If you can’t explain why your different from your competitors in a simple sentence, then you need to rethink your sales pitch.

Remember, there are ten results on Google’s front page, not even including the ads. The reason you’re different from the rest must be there for everyone to see, relate to and then hopefully, act upon. Good luck.