We all know the importance of differentiation. If we aren’t differentiated from the alternatives, how does the customer choose? If we can’t create differentiation, price becomes the differentiator. Years ago, the primary differentiator seemed to be our products/solutions. We sought to demonstrate the superiority of our offers by the capabilities we offered in our solutions. […]
Differentiation
How Your eLearning Business Can Rise Above the Competition
While there’s no doubt about the impact eLearning is having on the way we receive knowledge, it is still common for eLearning content creators to market their content along with other categories. Doing this not only lowers their chances of being found on SERP results but also inflates their marketing budgets significantly. So what should […]
How to Create a Value Proposition That Helps Your Small Business Stand Out
Consumers searching for products or services on the internet are inundated with options. Most people will keep clicking through search results until they either find a website that grabs their attention, or they are in a stupor caused by decision fatigue. Don’t be the site they skip over. Make sure your website stands out among […]
7 Ways Your Small Business Can Compete with Amazon
Competing against a giant such as Amazon seems almost impossible at first glance. They buy in bulk and can offer discounts you simply can’t cover, their inventory is massive and they ship in two short days for Prime listings. Amazon has even bought Whole Foods and now offers grocery delivery in a few select areas. […]
What Problem is Your Customer Really Trying to Solve?
The majority of sales people, unfortunately are just peddlers—walking, talking brochures. Needless to say, customers are finding digital sources of information much more useful than talking to those sales people. The data consistently shows customers limit contact with these types of sales people to the very end of the buying process. Some few sales people […]
Prospecting Differentiation
We want our prospecting efforts with customers to stand out. To, somehow, differentiate ourselves from the dozens of other prospecting calls or emails our customers receive. Unfortunately, our efforts at differentiation tend to focus on the wrong thing: we focus on us, ourselves, our companies, what we sell. This leads our prospecting conversations to discussions […]
Why Your Small Business Should Care More About Branding
Your brand is more about how people see your business than how you present your business. While there are some things you can do to change people’s perceptions, many businesses don’t fully understand branding or have limited time to put into it. Small businesses may struggle to find the time and resources to get the […]
5 Ways to Make Your Company Stand Out
There must be at least several companies out there right now positioning to compete with you. If you’re large enough, you may be the target, and if smaller, you are the minnow not the shark—and need to be agile and creative. The five strategies: Picking one to emphasize So, how do you position yourself to […]
Your Core Competency and Why Not to Stray
Consider your core. It is the one skill, process or advantage you have over your competition. Then think of all the things you do to surround that core with people and assets that complete your company and allow you to release your product or perform your service. Which of your IP assets is your core? […]
5 Unusual Marketing Tactics That Actually Work
Getting your message out into the world is an essential part of making it as a modern business, yet many entrepreneurs and business owners are finding it difficult if not downright impossible to set themselves apart from their competitors. Despite the increased reliance on digital technology across the marketing industry in recent years, too many […]
