Strategies that will make you succeed in a competitive market

How will you differentiate in the busy market and on something other than just price? How will you handle marketing when traditional pay-per-click and strategic site listings are ineffective and likely cost-prohibitive?

What will be your sales strategy? Even if you have an excellent solution for reaching target customers directly, if you’re one of five people that day selling effectively the same thing to the same customer, to have a chance, you better show up with a very different story and strategy.

To answer these questions and help you effectively compete in an ultra-competitive space, I will share my personal playbook with you — key strategic ideas to consider and implement:

1. Master the market landscape

Before entering the competitive arena, it’s crucial to have a comprehensive understanding of the market. Strive to gain a deep understanding of the target customer, their evolving needs and the existing products and services in your niche. Study and analyse the strengths and weaknesses of standout competitors, including their pricing strategies and marketing tactics.

2. Craft a unique value proposition

Shape your vision, brand and product or service by expressing what makes your offering different and compelling.

Are there other things your company offers that increase that uniqueness when combined with the product or service? Are there features, partners or new solutions you should leverage to differentiate further? Strive to establish and tout a clear Unique Selling Proposition (USP) by looking at your offering through the lens of ‘We are different because we...”

Many brands have successfully differentiated themselves in highly competitive markets. For example, Apple with its industry-leading design innovation, Nike through strong storytelling and emotional connection, Patagonia prioritising sustainability and ethical business practices, and Bombas with its compelling social mission. These are excellent case studies to watch and emulate, as each has a clear and strong differentiator at the centre of all marketing efforts.

3. Explore alternative marketing channels

It’s safe to assume you will not be able to make much ground with conventional paid advertising, as keywords and ad space will be extremely expensive. In many of these markets, the cost to acquire a customer in this fashion can be multiples higher than the actual lifetime value of that customer. This reality means you need to find alternative channels and ways to reach your target customer.

Partnering with complementary companies that target the same customers, especially those with unique offerings in their own markets, is an example of spreading the word without paying by the click or impression. Consider collaborating on events, joint promotions, or content sharing to amplify your reach without breaking the bank.

4. Cultivate your online reputation

Customer reviews can be your company’s strongest asset and are critical when clients have numerous options in a crowded marketplace. That’s why it’s essential to monitor your online reputation carefully and take steps to facilitate positive reviews from happy customers. Any time there is a “touch point” with a happy customer, that’s an opportunity to ask for a review, potentially with an incentive to do so.

5. Tell your story effectively

Your website is often the first impression potential customers will get. That’s why it’s vital to tell your story online in a very strategic way, with an emphasis on what makes you or your company different in the headline. Something about your website better stand out from the hundreds of other competitors’ sites; for starters, showcase eye-catching visuals and make it abundantly clear in simple but impactful language that conveys what makes your solution unique or special. Carry the same messaging and branding across your social media channels and outward marketing.

6. Get out and network

Building relationships is crucial. That’s why you want to get out and meet people face-to-face. Staying in touch with larger customers and key partners, meeting influencers, obtaining news coverage and nurturing word-of-mouth communications are hard to do sitting in an office.

Be present and participate at key industry conventions and events, not just to showcase your product or service, but to meet your competitors, have conversations with others selling solutions in the space, or meet to cultivate a future contact; just do it in person.

7. Build a community

Consider starting a community. It’s a lot of work, more than you will estimate. Still, if your company manages a large community in the space, it will automatically validate your brand and foster loyalty. A community also creates automatic exposure, which is very valuable. Engage your audience with high-value content, discussions and events to develop a sense of belonging and encourage them to advocate for your brand.

8. Deliver excellence

Most importantly, never underestimate the power of exceptional customer service. When you make a sale, ensure you deliver the best possible solution to your customer. It’s essential that you turn your customers into net promoters. Relationships, trust, brand and referrals always matter, even more so in an overly saturated market.