When it comes to your company versus the competition, what do your customers and prospects look for in you vs. your business competition? Often people will compare you one-on-one with their friends and family, or one-on-one with an executive. But what if you were to take a closer look at the people who come across your pages or e-mails - are they looking for you toward vs. your business?
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It's amazing how many people make the mistake of approaching people "nationally" in an attempt to sell them a product. The problem with that approach is that no one is looking to buy a "product" from anyone these days. Most people aren't looking to hear "your advice" in person, they're just looking for you online-and you need to know when that" nationwide" approach is a mistake. Here's why.
Folks don't visit retail stores to shop for a new television, a car, a house, etc. They want to know about the things that will make their life easier. That's why people look online, on the Internet, for "help". They don't go "down to the store" to find their answer to their problem.
PPC Vs. Towards Marketing
You need to understand this: customers don't "check in" at retail stores. People "check out" at websites. They read content online. If someone is looking for an answer to a problem, they'll check out your website. And if they can't find an answer there, they'll go elsewhere.
The same holds true with customers. When they are looking to purchase a service, a product, or anything else, they'll often go "down to the business" to speak to someone. Your website is that "business." Your website should be seen as being a place where customers can go if they want help. If you throw up a FAQ page or a blog, then you're giving customers another place to go. And when they can't find what they're looking for, they may click on your competitor's website to see what they're missing.
There are many other ways that you can encourage customers to visit your site besides having a FAQ page or blog (though these are both good). There are several ways you can promote your site--you just have to choose the one that works best for you and your company. I recommend promoting your site using PPC (Pay Per Click), social networking, referrals from other customers, and word of mouth.
If you have an established Internet marketing strategy (or even if you're just getting started), you have some great choices for where to advertise. On-line community websites, social networking sites, and search engines are all popular options. If you're new to the world of marketing, though, I would suggest that you start off with PPC advertising. It's very powerful, very scalable, and can really help you take your business to the next level.
The key to successful PPC advertising is to set yourself apart. You need to be focused on one thing: creating a compelling call to action. If you're promoting a new book, for example, you could mention a few good reasons why your customers need it right now. If you're promoting a service, you could talk about how easy it will be for your customers. For the most part, PPC ads are very well suited toward niches because they're already familiar to searchers.
Your goal in PPC advertising should be to stand out. You're competing against thousands of other people who have the same basic idea as you; to sell a product or service. The easiest way to do that is to create a highly targeted niche. For instance, if you're interested in starting a photography business, your keywords should include words like "portrait", "professional", and "asia." These keywords are specific enough that people who are searching for these items will find your ad.
If you want to really make the biggest splash in the PPC world, try using Google's AdWords tool. This tool analyzes your keywords so you can choose the ones that will bring in the most traffic. After you've figured out what your keywords are, you can use software like Google AdWords to figure out how much it will cost you to run a PPC ad based on those keywords.
Another way to get a PPC edge over the competition is to test different ad versions. You can do this both with Google AdWords and with AdBrite. Each company offers free versions of their PPC tools. You can simply test out the differences between versions, to see which version is bringing you more traffic. Test different ad layouts and ad copies until you find a setup that works best for you. In the end, though, it's all about choosing the right tactic for your particular business.
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