It is no secret that in today’s noisy digital world, our overall attention spans have continued on a downward spiral. You have less than 3 seconds to grab the attention of a visitor, which doesn’t give you much time to make an impact.
Marketers clawing to grab our attention enough to check out their latest widget, gadget, or report has led us to be pulled in 100 different directions at any given time.
So if you are advertising a product, it is vitally important that you simply do a better job than your competition of reaching your customer in the most efficient way possible - or you risk being swallowed up.
So what's the secret? How can you present an alternative that rises above the noise and provides a disruptive experience that helps someone decide if your product is right for them? At my company, Conversion Fanatics, we help advertisers figure that out, helping them grab more attention from their target market and get more out of their advertising dollars.
Curious how do you do it? What are some different ways to stand out, especially when your market is crowded? Here are 3 of our key strategies for cutting through the noise to get your target market to take action.
1. Have cat-like speed and reflexes
The digital world changes rapidly, sometimes too rapidly. What worked today won’t necessarily work tomorrow, and being complacent is a BIG profitability killer. You can’t afford to spend months or even weeks getting ideas and campaigns to market.
You have to be quick. The old saying “time is money” has never been more true than today. The longer you wait, the more chances you give your competitors to beat you to the punch. Thanks to solutions like Instapage, you no longer have the excuses on why you don’t have your ideas to market. They make it simple to get great looking pages on the web almost instantly.
Remember, he who markets best wins, and in order to market best, you have to be nimble, quick on your feet on getting your ideas to market, and adaptable to what the audience is telling you - which is a perfect segway to our next strategy.
2. Test everything
I can’t count how many times I have talked to a company only to find out they aren’t doing any type of split testing to improve their results.
Even companies spending millions of dollars on digital advertising where even the slightest improvement could yield a HUGE impact on their bottom line aren't testing. I cringe just thinking about it.
You may be nodding your head in agreement at this point. You know you should be testing, but the fact is that most marketers don’t, no matter the size of the company.
Testing isn’t limited to just the big companies. It is even more important with smaller companies, as they need every advantage they can get to stay competitive.
The bottom line is that you need to test, test often, and constantly be striving to be better.
Even the slightest change could turn an “ok” campaign into a seriously profitable one. For example, while working with a smaller company, we changed one image on a lead capture page on one campaign that highlighted the button. As a result, it produced 30% more daily leads and over $1,900 per day in additional revenue. Just one simple tweak to a page for this small company helped out tremendously.
You can’t assume anything, and you must test everything. Instapage has helped out here again with their easy-to-use A/B testing tools.
Testing not only helps you increase your results and ROI, but it helps you learn what your audience responds to and what they don’t - and in marketing, knowledge is power.
It doesn’t matter how you test. Just make sure you are testing to help widen the gap between you and your competition. But what you decide to test and how to set yourself apart is our next disruptive technique.
3. Be unique
I know you have heard this before, but it bears repeating and goes back to my earlier comment about who markets best wins.
You have to be unique. Your product or service isn’t exactly like your competitors. It’s impossible for that to be the case.
It is your job to convey that uniqueness in your marketing to your potential customers, and not just on the ad level but your landing pages, sales pages, checkout pages, and basically any page you are sending traffic to.
You have a longer guarantee than anyone else in the market? Good. Highlight that. You don’t require a credit card to signup for a free trial? Highlight it. You have 10,173 happy customers? I think you get the point.
Any way you can set yourself apart in your marketing, the better you are going to be. Those little things and differences matter. We have loads of test results that prove it.
Not sure what sets yourself apart and makes you unique? Use this quick checklist to make sure your company is showing up as unique as the special snowflake it is.
- Make sure you have a solid, benefit-driven headline
- Steer clear of features, and focus on benefits
- Highlight proof (Trust seals, testimonials, clients and customers)
- Sell the benefits on every step of your signup and checkout process
- Reduce movement and distractions on your pages
- Lead your visitors down a path to the end goal with strong calls to action
- Don’t get too crazy with your colors and messaging
Follow the checklist, test everything, and you are sure to come out on top.
When it comes to standing out from your competition, you have a huge arsenal of tools available. Make sure you are quick to market and be adaptable, test everything to give you an edge and learn about your visitors, and set yourself apart in every way you can.
Justin Christianson is a 13 year veteran of digital marketing and is the co-founder and President of Conversion Fanatics a full service digital marketing and conversion rate optimization company based out of Austin, TX which helps companies get more out of their advertising through split testing. Justin is a father, husband, speaker, and self-proclaimed numbers fanatic who spends his free time reading, playing outside with his kids, and constantly striving to make today better than yesterday. To find out more about Justin and his company visit Conversion Fanatics.