Unless your product or service is totally niche, it is key when you’re starting out in business to figure out what sets you apart from your direct competition. Being able to identify and market the hell out of your competitive advantage to your target audience forms the basis of why a customer would choose your business over a competitor. Knowing the answer to this question can help you set business goals and create a marketing plan that allows you to build trust with your customers and ensure you gain their repeat business.
Your customers make purchases based on emotion, not logic. Your marketing should be customer focused rather than product or service focused. Don’t just think about how to sell to them. You need to think about how your product or service offers a unique solution to their problem. That personal connection is critical, this is how you set yourself apart and gain their trust and in turn their repeat business. There are many avenues you can take to achieve this, in this but there are many reasons why customers choose one company over another. Here are 5 reasons why a customer would choose you over a competitor:
How do you uniquely solve the challenges of your customers? Phase one on your mission to stand above your opponents: ascertain your competitive edge. You need to recognise how your business offers distinctive solutions to your target audience. How does your product or service help customers? What makes your product or your service special when compared to similar products or services? There may indeed be other companies that offer the same product or service as you do. Focus on your customer, put yourself in their shoes, and think about why they would be better off choosing your business. Consider their basic needs, their desires, what they care about, what gets them out of bed in the morning, what trials do they face? How can your product or service meet their needs and desires or help them face those trials? What makes your way of doing that superior to others? The answers you seek may not be all that lofty. It could be a matter of convenience or even that the price is right. Don’t disregard the things that give you your competitive edge no matter how small, as they are what make your business unique and attractive to your customers.
Even though today’s consumers are increasingly prioritising quick and easy when it comes to making a purchase, people still really care about quality. We all want to invest in products and services that are going to last and meet our needs long-term, and not fall apart after only one use. Companies offering crappy products or shoddy services will not last long in business. If your company prioritises providing quality products and work over saving time and operating costs, you will establish yourself as the best option for discerning customers.
Excellent customer service is equally as important, especially when convincing your customers to invest their hard-earned dollar in you over your competitors. Brands who portray themselves as approachable, knowledgeable, and attentive will forge a stronger emotional connection and in time a real relationship with their customers. Everyone wants to feel like they are more than just a number, so you need to ensure they feel taken care of. As a result, they will start to like you, and next time they are in the market for your products or services, they will think of you first. Bad customer service will ensure they never buy from you again and deter others with negative reviews and word-of-mouth. It’s incredibly difficult to outrun bad online reviews. Take care of your customers and in turn, they will take care of you with referrals and repeat purchases.
The benefits of customer trust are never-ending. When your target market trusts you, they don’t hesitate to buy your product or service again and again. Plus, if you can build a network of loyal customers who are all telling their friends and family about how great you are, it’s likely that demand for your product or service will go through the roof. People will typically choose a company that has been recommended by someone they trust, over a company without that personal connection. Be the business that follows through on your promises every time, and customers will choose you. It’s a no-brainer, no one will engage the services of a brand they can’t trust.
These days it is becoming the case more and more that your customers will start their search online. If your company does not come up on the first page of Google search results, and they haven’t heard about you IRL, how are they ever going to find you? For most businesses, it’s beneficial to maintain a prominent online presence. At the very least, you need a website that ranks for the words your customer uses to search for your product or service. An online strategy encompassing Search Engine Optimisation (SEO), social media marketing, email marketing, and various other online marketing activities can ensure you’re found online with ease. If you do not have the free time or knowledge to do any of these things yourself, (and let’s face it, who does?!) hiring a third-party digital marketing company to do it for you can be extremely valuable. Investing in helping your customers find you is always a wise move.
If your company exemplifies the values of your customers, you never know; that may be the one thing that puts you above your competitors. Shared ethics and morals make it easy for your customer to form an emotional bond with your brand. If you have a cause that you support, promote it. Join in on their fundraising events or share their content on your socials. If what is important to your customer is important to you, it can give you an advantage over competitors. As long as you’re genuine, your customers will see you doing good in the world and it will make them want to do business with you.
I know we bang on about it, but the key to being chosen over a competitor lies in connecting with them on an emotional level. If you can identify how you solve their challenges best, prioritise quality products, services, and customer service, make it easy for them to find you, and share their values, it makes it super easy for them to do business with you.
If you really want to ensure you have the competitive edge over your competitors, it may be worth talking to a professional digital marketing agency like Evolution. We can take branding and marketing off your plate, so you can focus on building a real connection with your customers with no obstacles.
Give us a call to talk about evolving your business on 03 5222 3328 or send us an email at hello@evolutiondesign.com.au to organise a meeting to discuss your next move.
Written by: Rosie Lorimer / Inspired by: blog.renovationfind.com / Image credits: Pexels
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