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Top 3 ways to differentiate yourself online in a crowded market

1. Be specific

No two businesses are the same, and the difference between a client choosing your business over a competitor could be anything from your experience, niche industry specialism or even your geographical location.

Focussing more on the details like this, is also a good technique for more effective SEO, as instead of trying to rank for generic terms like “sales recruiter” which is a very competitive and crowded search term, you can be more specific and try and rank for terms like “sales recruiter Manchester” or “software sales recruiter” which will not only be less competitive, but also more applicable to your target audience.

2. Show personality

Building trust with a user is very important, as they won’t engage with a business unless they feel 100% comfortable.

Part of building trust is showing the user who you are as a business, and the people within that business. You can do this through the tone of your content, by adding photography of your working environment, video content or even a ‘meet the team’ section.

If a user can get to know the people behind the business, before even picking up the phone or writing that initial email, it ensures fewer leads slip through the net, and streamlines the relationship building process once they do get in touch.

3. Inform & engage, don’t just sell

A lot of websites these days often just talk about themselves, and although that’s clearly really important, it does get to a point where if that is ALL you talk about on your website, it comes across as self-indulgent.

You can establish trust, credibility and integrity without streams and streams of text about the company history and its profits, and a quote from the Chairman that he got from Bob Marley. Unless the purpose of the site is autobiographical, you users won’t really care about any of that stuff.

If you really want to show that you care about your users, you need to mix up the content and make sure it’s not just all one-way. Write informative blogs, encourage engagement and interaction, and give the user reasons to come back to your site.

Summary

To stand out in a crowded market, you need to focus on the details of your business i.e. specialist industries, location and experience. Show the true personality of your business and mix up your content so it’s not just a one-way sales pitch.

Jonny Miller

Jonny Miller

June 30, 2019
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