Let’s agree that one of the most important things you can do as a B2B company is to set yourself out from the competition.
Potential buyers no longer need to look through a phone book, call a salesman, read a brochure, or travel to a remote area to find an alternative to your product in the information era. All they have to do these days is sit where they are and click their mouse a couple times.
Yes, standing out from the crowd is a must for success in an age where customers may see rival options physically right next to each other.
Three methods to set yourself apart
There are three ways to build a distance between yourself and your competition.
You can start by launching a product with more features. Investigate what other companies in this field are doing and come up with something better. Of course, it’s easier said than done, especially when you’re up against market giants with decades of expertise and a plethora of resources.
Second, you have the ability to provide excellent pre-and post-sales assistance for this product. Not only in terms of customer care but also in terms of a simple sign-up procedure and onboarding within the product.
Finally, you explain these distinctions in a clear, elegant, and distinctive manner.
The second and third criteria will be discussed in this RisePath blog. We’ll go through four strategies you may use on your website to demonstrate how you’re distinct from the other businesses they’re evaluating.
Let’s get started.
1. Make a high-touch sales option available.
Automation is now the norm in marketing and sales. This isn’t necessarily a bad thing. Customer acquisition costs are lower when there are fewer touchpoints between you and your consumers. Automating makes sense.
Unless, of course, it doesn’t.
Some goods, particularly those in the SaaS or B2B arena, beg for a personal touch in the sales funnel. If almost none of your competitors are willing to give it, you’ll be doing your conversion chances a huge favour by offering an in-person sales call.
If you choose to go down this differentiating path, make it the centre of attention. You’ve already gone to the trouble of making a salesperson available for these calls; the last thing you want is for this opportunity to pass you by.
In an increasingly computerised world, providing personal interaction is a great way to stand out. Even if a demo doesn’t result in a conversion right away, your product will always be the one with a human face (or voice).
2. Promote solutions rather than features.
As it should, most brands’ internet marketing campaigns focus on unique value propositions. When someone comes to your website, you want them to immediately understand what you’re selling.
However, many businesses continue to believe that people want to acquire “things.” As a result, their marketing messages frequently focus on the nature and function of these products.
A creative feature will undoubtedly distinguish your product. However, this frequently occurs only after the consumer has utilised the product—that is, after they have become a customer.
When a potential buyer comes to your website, they aren’t seeking a feature. What they genuinely want are the benefits that your product will provide for them.
People, in essence, purchase features. They purchase the features’ impact. Benefits. There are solutions to their issues. The new reality will emerge as a result of utilising the characteristics. Instead of focusing on features, concentrate on these.
You’re still selling a “thing” if your website’s marketing messages aren’t laser-focused on articulating what these solutions are. And yours is up against a lot of other things.
Let’s get to work. Your site’s hero header—the most visible element on each landing page—must express the tangible benefits that customers will receive once they become customers.
Obviously, this message will relate to what your product does in general, but the major focus should be on what this MEANS for the buyer.
The benefits of becoming your customer must be immediately apparent to the site visitor. And every competitor’s marketing message will be judged against such a powerful assertion.
3. Provide outstanding social proof
Credible testimonials are as important to your organisation as air is to your lungs if you’re in the B2B industry.
You must be able to demonstrate that renowned companies trust your product. In this sense, most organisations believe that a well-designed testimonials page with relatable, trustworthy information is the way to go.
When a method gets so prevalent, however, it nearly always provides an opportunity for innovative businesses to stand out.
Consider this: what is a novel alternative to testimonials? A technique to go above and beyond in demonstrating how your product has impacted your customers’ lives.
The solution? More information on how to deploy successfully. A lot more information.
However, few businesses have the capacity to capture client interactions in this level of detail.
Don’t get us wrong: case studies are great, especially if you’re trying to land a big customer. However, making them is difficult.
Try to strike a balance between thorough case studies and simple one-line testimonials.
Dedicate a section of your website to “customer stories.” Each of these is a straightforward but enlightening look at the brand’s relationship with its customers.
They rarely surpass 500 words and usually include specific numbers that demonstrate the engagement’s success, as well as comprehensive quotes from the consumer.
And, of course, if you’ve worked with any notable clients, brag about it. Collaborations with some instantly identifiable names give you huge time social proof for smaller firms questioning if it’s a reputable service.
4. Recognize and address your target audience
Many brands make the mistake of trying to appeal to as many people as possible with their written and visual language. They believe that by throwing a wide enough net, they will be able to attract the greatest number of clients.
This could work. However, it’s also very likely to consign your brand to the “just like the rest” category.
Companies that use overly generic marketing frequently do so due to a lack of understanding of their buyer personas. This is an essential component of any marketing strategy. At your peril, ignore it!
It’s simple to start using language, design, and imagery that differentiates you from your competition if you’ve done your study and know who you’re attempting to reach with your on-site messaging.
Let’s be clear about something. Don’t try to be quirky, charming, extremely scholarly, irreverent, or any other adjective before conducting research to see if your target audience will respond to it.
Distinguishing your brand from competitors has advantages that go beyond basic differentiation.
Every single one of the four approaches we’ve discussed here will make your product more appealing to your target audience in some way. Implementing these solutions will not be a waste of time, even if your website is never compared to one of your competitors.
So don’t think of this as solely a differentiation exercise. You’re putting money into the attraction of your company. You’re going above and beyond to make your business and its products as interesting as possible.
And this is always beneficial.