Some lines from movies are instant classics and stick with you. “Life is like a box of chocolates” is one, and “Do, or do not. There is no ‘try’” is a common favorite. Some are not as well known, but just as poignant. While watching some coming of age movie on a date night many years ago (I lost out on watching Rocky III again… ) the line “Why are you trying so hard to fit in when you were born to stand out? was said. It resonated with me immediately, and rings through my head on any new adventure. Although I heard it nearly 20 years ago, it has remained one of my marketing mantras.
Know what makes your company special. Do what is unique for your company, and stand out.
I don’t mean run out and buy a rainbow-colored tutu and strut down the street (although if that’s your thing have at it.) I mean it more in the sense of knowing what your differentiators are, and using those to stand out above your competition.
Being unique in today’s marketplace is hard. It seems there are products and services for anything imaginable are already out there, and business has competition like never before. There is so much “noise”. Once upon a time, you competed with your next-door neighbors, but today, your neighbors are world-wide.
How does anyone choose a company, and stay with them?
Create a strategy that not only makes your products or services different from and more attractive than those of your competitors but also offers them seamlessly to your customers. Just driving people to your website is not enough! You must give your sales and marketing team the tools they need to establish your differentiators strongly to every visitor.
Over half of the population of the world is online and buying things. Today’s consumer is savvy and knows a quality website when they see one. Since the majority of the world uses the Internet, a website is often the best way to tell the world about you and your company. They use the Internet to research before buying products and services. This is also an opportunity to explain why you deserve their confidence and trust and establish what makes your company unique. Your website is the best tool to provide information about your business and convince your customers that you offer the best product or service.
Here are 5 ways to improve your website
Update your website with relevant information on a regular basis
Keeping the content on your website updated builds trust with your customer. If you have ever visited an outdated website, you know exactly what I mean. A website that offers old and outdated information may cause your customer to question your credibility. At a stage where you need to build it, this is crippling to the trust you want to build with them.
Offer visitors with quick and flexible answers to their needs
Many businesses focus only on content, and not being a solutions-driven website. An easy to navigate website, that has a knowledge base, quick answers, multiple forms of contact, and many other features is one of the best ways to provide quick answers and let your customer know you care about providing them the solutions they need, quickly.
Post testimonials from satisfied customers
Again, credibility and trust are key to establishing a differentiator for your business. Testimonials are unbiased comments and opinions from others who have experience with your company. Not a sales pitch, a method to convert a prospective customer into a possible long term customer.
Provide visitors with multiple points of contacts for your business
The goal of every contact point on your website is to clearly, quickly, and effectively present a method of getting in touch with your company. Providing multiple ways to connect with you, offers the user a better experience, and allows them to choose the method they are comfortable with, not just the one that works best for your business.
Offer a live chat
Live chat? Yes. Live Chat!
So, how did companies decide to use live chat? Many companies found that having a chat box for visitors was a great solution to provide easy, fast answers for their visitors. So a new industry was born, video chat software providers. These companies then decided that it would be best if could be outsourced and found outsourced live video chat software providers that they could turn over the live chat responsibilities too. There are numerous problems outsourcing live chat. (Read a blog we wrote about why here) So many companies, thought chatbots were the solution. However, research has proven that a large percentage of customers get frustrated easily with chatbots. They are not personal, not affordable, not convenient and very often not accurate. So, what can a business do? What is the solution to providing an incredible experience for their online visitors? BirdSeed is the solution.
To make a success of a good differentiation strategy, organizations have to be able to show the benefits offered, usually by an effective sales and marketing team. Making sure the team has the right tools in their hands is up to you!
At Birdseed, we know what makes our company stand out. We offer 12 FREE engagement tools, all built into ONE button. Traditional website engagement tools work independently of each other and are even billed separately. Once a customer realizes how many different tools can be and should be used to engage website visitors, they quickly see why Birdseed is the solution they have always needed.
Our differentiator is yours. We help your business offer an engaging website, that attracts visitors and helps them find why your business is different from everyone else’s. This often leads to higher conversions and more leads or sales.
Until Next Time,
Robert Urban – CMO of BirdSeed
Current CMO of BirdSeed and best-selling author, Marine veteran and PhD. Offers expert-level strategy and execution for SAAS and technology business through relationship driven marketing, content and sales while leading and managing people from all different backgrounds. BirdSeed is headquartered in Orlando, Florida.