Know Thy Competitor
Back in the day, before I was a Digital Marketer and before I was an Optimization Strategist, I designed websites and offered CD-Rom Marketing. CD-Rom Marketing, ahhh that was a good gig. Back then it was convenient and fast. Not anymore. Damn you, Fios internet speed! Anyway. I used to look at my competitors and swore I’d never work with them, never mention them, never pay that much attention to them. I’m going to do whatever I can to stay on top and I’m not looking back. My competitors don’t need me and I don’t need them!
I was an idiot.
Turns out, I most certainly DID need them. Desperately! Because although I knew who they were, and was watching them, I didn’t pay much attention to would-be competitors. The ones who were right behind me and I didn’t even realize it. They were the biggest threat. Why is that important? Because while clients may love your work, they’re still looking for that “something more”. Often times they’re holding out for something new- that “Next Big Thing”.
Did you know that your business may hold the next big thing? What is that thing that can position you and your services ahead of your competition? In this day and age, it’s not really a marketing mystery.
So what is this phenomenon I speak of like an enigma? What could possibly help you convey your memorable message to a target audience better than last year (or the year before that)? How can you get the attention of more people?
The concept is not overused but being used. Everyday. Not like that overused phrase ‘user experience’.
“We’re going to improve the user experience.”
“Oh great!!! How are you gonna do that?”
“Oh. Well. We’re working on that.”
What I’m about to share with you isn’t overused. Well, not yet. The word I’m talking about that’s going to change how your audience sees you is called Disruption. More specifically, Digital Disruption.
‘Digital disruption is the change that occurs when new digital technologies and business models affect the value proposition of existing goods and services.’
Digital Disruption Is A User Experience
Disruption is not just about your business. It’s not about your competitors. It’s all about your target audience. Strategically understand your customers and digitally out maneuver your competitors with digital disruption. In an earlier post I mentioned putting “people before profits”. Trust me, your success is all about the people.
They’re so used to everything. Disrupt their train of thought. Disrupt their way of thinking. Disrupt their behavior. Not in a bad way…but in a good way. A productive way. Yes, in an innovative way.
In a way that makes them feel fulfilled. Something that catches them off guard and makes them want to be a part of it. You see, when you disrupt the beliefs or habits of your audience– you get their attention. Why do you get their attention? Basically, because you gave them something else. Something new.
Be A Digital Innovator
Don’t create just any old disruption. Create a disruption that has value. That’s a word I use a lot. Yeah, I probably overuse it. A lot. But I digress. People are so use to the new solution they found…yesterday. As a digital innovator, give them something new tomorrow.
Offer them value in the form of disruption. Offer something that will better their life in one fashion or another by giving them something they weren’t expecting. Something that gets your message across. Think along the lines of upgrading your wow factor.
James McQuivey from Forrester (the foremost research and advisory firm in the world) says:
“If people plus infrastructure equal disruption, then digital innovators plus digital infrastructure equals digital disruption. Massive digital disruption, at a scale and pace most are simply not prepared for.”
Digital disruption is just another way for you to engage your target audience. Make sure you make the most of the data uncovered in Analytics and Google Search Console. Invest in platforms that give you insights you never thought possible such as SEMrush, MOZ, Ahrefs, and especially SpyFu.
And above all things…flip your own script. Come up with something so awesome, so revolutionary that …it just might work!
How Can Disruption Work For You?
You have to deliver something you feel confident about, that you know will make an impact if you convey it right. See how I just made that all about you? That’s what your digital disruption has to do for your audience. Make it all about them. Disrupt the norm, and all eyes will be on you. I mean them.
If done properly, your target audience will champion for you. They’ll become more loyal. And like the final portion of a marketing funnel, they’ll be the most important element to your success. Your customers will become advocates.
Digital Disruption can mean the difference between talking to your audience…or reaching your audience. It’s all about attention. It’s all about timing. It’s all about them.
So go forth and disrupt.