You can't be shy about standing out in this situation, it's time to cast a wide-net.
Derisking your strategy by diversifying your channels is a good play here. Don't put all your eggs in the Google & Facebook basket - where all your competition is focused.
Look to Microsoft where ad costs are 30% cheaper or Native where clicks can be 10c on the dollar.
To win at SEO the key is to go against the grain - looking at long-tail and ranking more pages at lower rank, than ranking 1 at the best.
To kick things up a notch, launch an 'irresistable offer' campaign on social - a competition or special offer.
Don't forget to reduce the friction points - when its so easy to substitute providers, you need to make your customer journey seemless. Chat bots, lead ads so users dont have to leave their respective platform, conversion rate optimisation - every little bit helps!
Digital marketing moves at the speed of light, you've got to do the same to stay at the cutting edge.
Customer uploads on Google and Facebook mean you can laser in on you on your ideal audience.
Hit them with a video ad on Facebook at the top of the funnel to draw them in.
If they nibble and watch the video, hit them the next day with a remarketing ad.
Automate lead qualification with a chatbot and push them straight to conversion.
When a market is flooded with players, customers tend to choose a brand that instills trust.
Fortunately, you don't need a $10 million ad budget to build a powerful one in 2020.
YouTube Ads offer the power of Google's ad targeting, with the impact and credibility of a national TV campaign.
Spotify Ads offer greater reach than any radio station at a cost of cents on the dollar.
If your marketing is generating sales and leads, just not at the right price, you've already won half the battle.
Google and Facebook provide countless data points and levers to pull to sharpen the pencil.
from the the hour of day, the person's gender (both male and female), even their income.
Education is the name of the game. If your customers don't know they have a problem, they won't be searching for it. Focus on problem terms not solution based terms.
Social stands out here more than most - Facebook ads should focus on blog and video content educating customers of their problem and your solution in new and exciting ways.
Native ads also work great at the top of the funnel. A newsjacking content strategy to pique your customers interest and then convert them with a lead magnet offer.
While search won't be your primary volume driver, targeting problem keywords over solution keywords is a great way to bring it into the mix.
Consider influencer marketing? Why do all the heavy lifting yourself...spread the load and get others working for you.
Like Airbnb's Craigslist hack or Hotmail's email footer tactic, the best marketing strategies don't follow a rulebook.
If you're looking for something out of the box, we've designed growth hacking strategies which delivered 1000X ROI. Yeah, that's not a typo...
While your competitors are scrambling for singles, look for a homerun.
The first mover in a new market to invest in brand has the power to become synonymous with an industry.
Think Uber with ride-sharing, Xerox with photocopiers.
The key is to go hard and go early.
YouTube allows you to dial in to your ideal audience with high-impact bumper and true view ads.
Best of all, you only pay when someone views your ad.
You're launching a new product and you're trying to cut costs?
It's time to put the foot down and grow!
In 2020, David beats goliath when it comes to digital marketing.
The key is agility and focusing on the small high intent pockets your bigger competitors have missed with broader strategies.
While they're spending all their money on the big, high volume keywords, create a beachhead and look for the hidden nuggets they missed. Use more beta functionality with lead ads, call tracking and inmail ads - cut through through noise.
Better yet, go all Bruce Lee on their arses and use their own size against them - start running advertising to capture people searching for competitors. Look to underutilised channels like co registration and affiliate marketing to reach your prospects in other ways your competitors haven't thought of or are to slow to capitalise on.
Better segment your market with offers at each level of the funnel to target the right people at the right stage of the journey with the right offers to really hit home.
If you're looking to topple the big guys, you won't win by playing with the same rulebook. An out of the box approach can help siphon away market share and get you on level footing.
Google's custom intent audience targeting allows you to show ads based on what websites people have visited. Even if those websites are your competitor's.
That's right, plug in your major competitors into Google's custom intent audience builder and you'll be able to show ads to people who are already shopping around.
Show them an ad with a better deal than your competitors are offering and steal that customer right from under their noses.
Building a bold and different brand that positions yourself in contrast to your major competitors puts you on a different footing.
Look to get out ahead of them by focusing on new emerging channels they haven't even heard about.
Snapchat and Tiktok are the two fastest growing social networks on planet earth.
Build credibility and sales by tapping into influencer marketing.
Big players means big budgets and chances are your competitors are prepared to out-bid you at all costs on Google and Facebook.
If you're looking for more efficiency, it's time to look at the channels your competitors don't know or care about.
Think Microsoft Advertising where you can get clicks at a fraction of what Google will charge.
Depending on your product and service, Gumtree can also be a potent and cost effective lead generation channel.
Rather than paying by click, pay a one-off cost to get premium placing at the top of Gumtree's search listings.
Your looking for volume in a Niche industry?
Are we misunderstanding something??? A niche industry speaks to a small market, not one of volume. If its market share your after, then that we can help with!
Here's something out of the box.
Does your niche have any industry conferences that are particularly relevant?
Partner with the conference and get them to share the industry attendee list with you through Facebook 2nd party data share feature.
You'll be able to target your ideal customer year-around with this little hack.
When there's only a few fish in your pond, how you position your brand can mean everything to your success.
Conversion rate optimisation is critical here.
Does your website and landing pages communicate your USP clearly?
Using heatmap technology we can literally read your customers minds and then put that shit on a page and serve it to them.
If you've got a narrow audience already, making sure you can hone in on them is key.
No use generating 100 leads, if none of them are your ideal customer.
This is where the power of lookalike audiences comes into play.
By uploading your cusotmer database to Facebook, you can build a profile of users that match their interests, demographics and other features.
Using this, you can remove wasted ad spend by only promoting to customers who fit your customer persona.
You can't be shy about standing out in this situation, it's time to cast a wide-net. Derisking your strategy by diversifying your channels is a good play here. Don't put all your eggs in the Google & Facebook basket - where all your competition is focused. Look to Microsoft where ad costs are 30% cheaper or Native where clicks can be 10c on the dollar.
To win at SEO the key is to go against the grain - looking at long-tail and ranking more pages at lower rank, than ranking 1 at the best. To kick things up a notch, launch an 'irresistable offer' campaign on social - a competition or special offer.
Your unique combination of business systems, assets, services and processes will play out differently with marketing than your competitors. Every business requires a custom built strategy.
After all, you don’t win at digital marketing by following the crowd...
Pathfinder is a boutique performance marketing agency. We focus on what you do, how you can do it better and develop a cross-channel approach to generate your business a consistent flow of business at the best return on ad spend as possible.
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