The secret to standing out in a crowded marketplace

The world today is completely overcrowded with marketing messages and social media notifications to the point we are totally bombarded with distractions each vying for our attention.  

This has created a social phenomenon known as information overload, which is something all business owners should be mindful of in today’s landscape; particularly those operating online.

The challenge today is there’s a lot of “noise” out there meaning it can be extremely difficult to be heard – indeed, even if you were holding a large event with industry leading speakers people will still be on their phones or distracted by vibrational alerts from social media.  Getting noticed today can be extremely difficult but there’s one core secret to standing out from the crowd…

… relevance!

It is consistently found, time and time again, in a cross section of marketing reports that relevance is the key differentiator to brands, products and services that have high customer engagement.  In short, if you want to stand out from the crowd then you need to position your product, service or brand to be extremely relevant to the audience you are trying to attract; and ideally to a particular problem or pain point you can help them solve.

The great news is that hyper-personalised targeting has never been easier; as today you can connect with a very specific subset of your target audience and send a niche message that is relevant to their interests via social media such as Facebook Ads.

Within the theme of relevancy, it’s advisable to focus on a specific niche audience and become an expert within a narrow market rather than a generalist within a broad market.

If you were to think about a personal training business, for example, there are many generic personal trainers that help anyone and everyone with their goal to lose weight. Given the sheer number of personal trainers, this generality can position the service as somewhat of a commodity… meaning consumers will look for the cheapest price.

If, however, we were to look at a personal trainer that focused exclusively on new mothers, there would be a strong and significant appeal to that specific audience; rather than a mild appeal to the average person interested in losing weight.  

This personal trainer would be viewed as a specialist within their area of expertise and can now stand out by building a business around a set of core competencies – where they will become known as the “go to expert” rather than a jack of all trades and master of none.

In summary, the most important thing is that you stand out from the competition, and there’s no better way to do this, than to focus on solving one particular and very specific problem – so that you are perceived as the “go to expert” in that area.

In summary, the key tip if you want to stand out in a crowded marketplace is to position yourself as the most relevant solution provider; and to do this it’s a good idea to start focusing on the struggles your customer faces and market your business in a way that positions you out as the category expert – meaning you are viewed as the solution provider that can solve their pain, and give them what they want, in very specific “end result” terms.

*This is a contributed post

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