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4 Ways to Stand Out from B2B Competitors Using Digital Marketing
By Mark Schmukler www.marketinginsidergroup.com View Original
It can be difficult to stand out from the competition—no matter what industry you’re in. But if you’re looking to differentiate yourself from your competition and attract new clients, you have to be unique.
If you’re not sure how to make your brand stand out, see what kinds of marketing tactics other B2B marketing professionals saw success with this year in our 2021 B2B Marketing Mix Report. Then, keep reading to learn about 4 ways can use digital marketing to stand out.
Here are 4 ways digital marketing can help you stand out among competitors:
1. Utilize Content Marketing and Guest Blogging to Establish Credibility
If you’re not utilizing content marketing to your advantage yet—it’s time to start. Creating your own content targeted to your buyer personas (and their pain points) is a great way to establish credibility for your company and establish yourself as a thought leader. How many of your competitors are considered industry thought leaders?
Regardless of the answer, content marketing is a great way to set yourself apart from the competition because it allows you to provide your own unique value and use your voice, which will always going to be different from your competitors’—even if you’re writing about the same (or similar) topics.
Content marketing is also fantastic way to demonstrate to your audience that your brand is one they can trust and rely on to provide real, lasting value. According to a survey about B2B buyers’ content preferences, 51% of B2B buyers rely on content to inform their purchasing decisions, so it can help you generate more leads too. It’s a win-win.
Guest blogging is another distinct way you can stand out from the competition. There are two ways you can go about it: you can feature influencers or guest bloggers in your industry on your own blog, or you can write guest blogs and publish them on other industry websites.
Both of these tactics can work well in helping you continue to build credibility and stand out. Featuring an influencer allows you to show both the competition and your audience that you have relationships with other trusted industry professionals, making you look even better.
Whether you decide to stick to content marketing on your website or write guest blogs for other websites, don’t forget to promote your content on social media and to your email subscribers. The more views your content gets, the better it will serve your company.
2. Create a Clearly Defined Tone for Your Brand
Does your company have a clearly defined tone of voice, or does it vary from person to person? Consistency is critical in any company’s communications, so you if you don’t have a tone of voice established, it should be a new priority that all employees can weigh in on. To get started, you can:
- Think about how you communicate successfully with existing clients
- Identify what type of tone you want to express to clients in the future
- Take a look at the competition and see how they’re communicating
Checking out your competitors is key here. You’ll likely want to communicate with your audience in a similar fashion, but you need to do it in a distinct way, which is where having a unique tone of voice comes in. It’s one of the most effective ways you can differentiate yourself.
The value of creating a distinct tone for your brand also extends to how you engage with your audience on social media. Look to consumer brands like Wendy’s, Steak-umm, and others to get a feel for how they interact with their audiences on social media platforms like Twitter.
Each company has a clearly distinct tone of voice and is unique in its own way. Then, think about how you want to interact with your audience on social media. Do you want the tone to match the rest of your communications, or do you want it to vary slightly because your audience on social may be different from your email subscribers or blog visitors?
3. Employ Search Engine Marketing and Paid Advertising
If you do search engine marketing (SEM) the right way, outshining your competition is easy. But SEM text ads are extremely competitive, so you need to write them effectively every time. Your ads should be current, specific, simple, and personal to your customers. Be sure to address pain points and include a CTA and keyword(s) in every ad you craft.
You can also try typing a few keywords relevant to your industry into Google and seeing what types of text ads pop up. Chances are, if your competition is investing in SEM, their ads will show up alongside the others. What information do they include? Analyze their ads and try to determine how you can make them even better.
Paid advertising can help you differentiate your company too. Whether you advertise on social media platforms like LinkedIn (which is particularly great for B2B advertising) or on Facebook or another platform, there are many different types of ads you can try and a variety of ways you can make your ads stand out.
Again, look to the competition and analyze what they’re doing. How can you do it more effectively? Start by testing a few different ads and see how many leads you generate from each. The great thing about advertising is it gives you direct insight into what’s working and what’s not working. And if something’s not working? Just tweak it until it does.
4. Create Exciting, Interactive Marketing Campaigns
Over the past few years, marketing campaigns featuring interactive content have continued to increase in popularity. Why? Because anyone can write a blog post, and reading blog post after blog post can get, well, boring, and new types of content are always exciting.
Interactive content can be many different things—from quizzes, polls, and surveys to interactive infographics, whitepapers, and others. The goal of interactive content is simple: you want to get your audience engaged in the learning experience as opposed to simply reading an article or watching a video.
People—yes, even B2B professionals—like to participate in things. And interactive content provides a great opportunity for your audience to do exactly that. Content like quizzes, polls, and surveys also provides a unique benefit—it allows you to capture data from leads and learn more about your audience and what’s important to them. This data can then be used to inform future content marketing endeavors or guest blog posts—further allowing you to establish yourself as an industry expert and thought leader.
Stand Out from the Competition with These B2B Digital Marketing Tactics
Standing out from the competition doesn’t have to be as difficult as it seems. In fact, with these helpful B2B digital marketing tactics in your back pocket, it can not only be simple, but exciting, too. Ultimately, though, differentiating yourself from your competition comes down to two things: being unique and establishing trust with your audience.