If you’ve spent any time at all becoming familiar and search engine optimization and internet marketing strategies then you’ve probably heard how important it is to differentiate yourself from your competition. Never is that more important than during an economic recession when you and all of your competitors are vying for the business of those who are very picky about how and where they will spend their money. So how do you set yourself apart? Here are 6 basics.
1. Ask for opinions. Everyone loves to feel like what they have to say is important and valuable. Use testimonials and product reviews on your website. Not only will potential customers pay more attention to what current customers say, but those whom you ask to provide testimonials will feel as though you value their opinions. One great way to approach this is to use audio clips, which can be as simple as taping a conversation on the telephone.
2. Video. Videos that contain your call to action can be very compelling to potential customers for several reasons. First, videos contain a personal touch that the written word can’t always convey. Second, a well done video makes you look technologically savvy and professional, which always makes a good impression on potential customers. Third, they allow you to demonstrate your products and service in ways that photographs can’t. After you post the videos to your website, upload them to YouTube as well.
3. Use Pictures. You can almost never do too much personalizing of your website. There is the possibility of going overboard, but you should also make sure that your website allows your potential customers to get to know you and your staff. Pictures included on your About Us page are a great way to do that, along with short biographies. Visitors will be more willing to trust you if you’re willing to show them some of yourself as well.
4. Social Media Marketing. Social Media is a great way to set yourself apart and make good on all of your search engine optimization efforts. Set up profiles on LinkedIn, Facebook, and Twitter to start and engage in the communities present there. The point of using social media is to make connections, not to go for the hard sell, so set aside an hour or two each week simply to visit these sites and see what the conversation is all about. Add relevant information and helpful advice where appropriate and chances are that you’ll start attracting your social media connections to your website. This goes for blogs as well. Commenting on blogs is a great way to call positive attention to yourself if you do it respectfully and with a sense of collegiality instead of salesmanship.
5. Be Clear About Your Value Added. Many times when I make a purchase I ask the salesperson, “Why should I go with you rather than your competitor?” Whether or not your potential customers ask that question directly or not, that’s what they’re thinking when they visit your website. Make sure your website answers that implicit question. Make it clear why your visitor should choose you and not the other guy. It doesn’t have to be explicit, but that question should be in the forefront of your mind as you design and write copy for your website.
6. Expanded Descriptions. Let people see multiple dimensions of your products. Provide pictures that offer several views and close ups to help convince your customers that your product is the one they want.
If you’re still not sure how to stand out from the crowd, consult with an internet marketing professional or search engine optimization expert. They can help you create a overarching marketing strategy that will clearly differentiate you from your competition and increase your profits.
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