Every second of every hour of every day… consumers are deciding what to buy and who to buy it from. More than ever, they’re turning to the web to make those decisions. Your website has become your virtual storefront, and it’s vital that your website drives those sales.
After all, the Internet is fast.
It’s changed the way people communicate, run their businesses, make their purchasing decisions, get their news, entertain themselves, date, study, share, work and shop… just to name a few.
Today, readers can find information online instantaneously – they expect to be able to find what they want, when they want it. This demand for immediate information has revolutionized the way your potential customers make their purchasing decisions.
You know all of this. You’ve embraced the fact that you need a presence on the web to be relevant in today’s market.
So has everyone else.
Since consumers have more online options than ever when considering who to do their business with, it’s essential that you give yourself a competitive advantage… a reason for them to choose you over any other company.
The goal: to position yourself so that your online readers would be crazy not to buy from you.
Keep in mind – the Internet is fast, and it’s pertinent to keep up. You can lose your competitive advantage overnight. For example…
If you simply offer a lower price on your merchandise, you could wake up the very next morning to see that your competitor has lowered their price even more. A price war ensues, ending only when neither competitor can afford to continue. Worse – the perceived value of your product or service is diminished forever.
Many traditional strategies simply won’t hold up because of the speed with which online business and competition ensue.
Here are some aggressive ways to gain speed in the race for online competition:
Use your adversary’s strengths against him. This is a strong position and won’t have you slashing your prices to battle the competition. For instance:
If your competitor is large and established, you are the company that tries harder and pays one-on-one attention to each customer.
If your competition is a national brand, focus on your local roots. Know and care for the needs of your city’s customers, and remind prospects that you’re nearby to personally serve them.
If your competitor “Does it all!” market yourself as the company who specializes in one niche and can offer superior expertise.
You get the picture.
Find the customers that your competition is ignoring. A key differentiator is to actively pursue customers that your competitor perpetually shuns.
Let’s say your competitor has launched a redesigned website. It looks fresh and modern and boasts that they are always moving forward and embracing the latest technologies, etc. Don’t panic. Don’t mimic. Instead… think about which customers the competition is leaving out, and how you can leverage that when speaking to them.
In this example, it would make sense to target those who are less technologically driven. Many consumers will attribute trust to the company who, instead of speaking in tech jargon, will explain things in clear detail.
Furthermore, if you can take what your competitor is calling their advantage and turn it into a disadvantage, you’ll have given the consumer a clear reason to choose you over the competition.
The speed of the Internet has permanently changed the nature of competition and accelerated the flow of information, new products and services worldwide.
No matter what industry you are in and no matter what you sell, to be competitive online today you have to be able to be flexible and actively position yourself against the competition.
Does your website drive sales? Get the online competitive advantage. Start by contacting On-Target! Marketing & Advertising now.