5Digital

Marketing Mistakes

(And How To Fix Them!)

Part 2

Mistake #2 Seeing Competitors As Obstacles

Get To Know Your

Competitors

Fix

Tip: Analyze the competition

● Instead of seeing your competition as an obstacle, get to know your competitors. Understand them and their strategies.

● To learn about your competitors, go online.

● Perform a S.W.O.T. analysis on your competitor’s website, their content, and their social media (strengths, weaknesses, opportunities, and threats).

● The goal is to discover ways to share your message that sets you apart from others and to find opportunities for growth and differentiation.

Mistake #3

Using your business as your message

Mistake: Using your business as your

message

● This mistake is about making your content and message all about you.

● It’s called self-promotion, and people avoid it.

● Buyers only want what matters to them.

● Your excitement over your business needs to be channeled into what matters to your customer.

Use this opportunity to educate using your expertise.

Fix

CreateContent That

Matters to YourCustomer

Tip

● Use this excitement as an opportunity to invite people to learn and build relationships as your share your expertise, not your product.

● Sharing expertise builds credibility, because it allows people to learn from you. In turn, they’ll reward you with their loyalty.

● Create content that matters to your customer.

● Let’s revisit our buyer persona Hal and discover content opportunities.

Tip

Let’s say that we are a provider of end-to-end pre-employment solutions for Human

Resources. Looking at Hal’s persona, we can find ways to help Hal with our expertise.

1. Provide a product, service, or content that helps Hal stay on top of the technological advances in the HR industry. E.g. Give him tips that will help him do his job on a low budget or provide him with suggestions on tools that would automate his job.

2. Hal’s persona also lets us know that he “educates himself online.” This tells us that he will be doing research using keywords and that he’s probably using social media.

Tip

Someone is more likely to buy from you if they can learn from you.

Educate.

● For the most part, your customers don’t care about your business.

● Switch your content from “me first” to a “customer first” focus. This will help you frame your information in a way that connects with your customer.

Tip

You’ve learned to not use your business as the message and to analyze your competitors. Next, we’ll show you how to fix your digital content. Last part coming soon.