digital marketing – how to use it to beat large competitors

How to Use Digital Marketing to Beat Large Competitors

Christopher Ryan, CEO

Small Fish…Big Fish

Being a smaller fish in a pond full of big fish can be a daunting position.

So be the Underdog

…because…

You’re a Mystery to the Competition

Your competitor probably doesn’t

know you as well as you know them.

You can pivot on a dime where it takes the big

company much longer.

You can also often…

Pivot on a Dime

Fly Under the Radar

Implement new targeting, messaging

and media before they know you exist.

You vs. Them

YouThem

vs.

From a digital marketing standpoint, here are some of the options you have when

faced with larger competitors:

1. Give Up?

Strategic Retreat

No, I am not being funny here.

The competitor can have so much marketing firepower (dollars and people) that you

have little chance of moving the needle in your

favor.

In such cases, a strategic retreat is not such a bad

idea.

2. Compete on Price

This strategy usually backfires. It makes you out to be a ‘commodity’ player

and you still don’t get a fraction of the mindshare

of the big company.

3. Take a Direct Approach

Analyze the competitor’s weakness and attack this

loudly and publicly.

It can work because an industry giant might issue a new release that has more

bugs than new features.

4. Be a Specialist, Not a Generalist

This is the niche marketing, “go where they aren’t”

strategy and it is the one that I usually recommend.

Understand the Battlefield

“If you know the enemy and know yourself, you need not fear the result of a hundred

battles.”

“If you know yourself but not the enemy, for every victory gained you will also suffer a

defeat.”

Sun Tzu: The Art of War

“If you know neither the enemy nor yourself, you will

succumb in every battle.”

So How is Your Competitor Using Digital Marketing?

Discover what are they saying…

…to whom and onwhich media?

For clients, we often do in-depth research on our their competitors’ usage of both paid and non-paid media.

Helps us target our efforts where the opportunity is

strong and the other company is

weakest.

We also take a close look at what is being said in cyberspace about our product

and/or services area.

Select Your Media Carefully

Choose a few that you can really focus on…

…instead of being very shallow in many media.

•Highly relevant content related to its niche market (including consistent blogging).

•Compelling landing pages that convert at over two times the industry average.

•Tightly targeted (and long-tail) pay-per-click promotions with a cost-per-click (CPC) of about 40% of what competitors are paying for more generic search terms.

•LinkedIn content, company and showcase pages, and sponsored InMail.

We put of the efforts (and budget) in just four areas of digital marketing:

A B2B Client Example

About Fusion Marketing Partners

Christopher Ryan, CEO

We Do This:

Brand building/messaging

Website optimization

Content creation

Digital Marketing

Lead Generation

You Get This:

Much greater levels of awareness

Higher quantities of qualified leads

Ability to generate faster revenue

Lots more information at:

http://FusionMarketingPartners.com/

http://Greatb2BMarketing.com (blog)

info@fusionmarketingpartners.com719-357-6280