Many of the clients Danny and the team connect with are start-ups.
They’ve just begun their journey.
So, quite fittingly, they ask something like: “where do we start?”
More or less, in some form, Danny’s answer is something like: “look at your competitors.”
That’s not to say “steal,” of course. Digital marketing that looks or even feels like your competitors is one of the worst ways to start your company off.
However, seeing what they’re doing as well as why they’re doing it can give you a firm foundation to begin from.
Look “Above” and “Below”
Too often, when we tell someone to “look at their competitors,” they look at the biggest, most successful companies in their industry.
If they’re a local, mom and pop clothing store, they’ll look at some enormous, multinational chain.
That might have some limited utility. You could see how they structure their ad copy, what they emphasize, and so forth, but for the most part, it won’t be terribly helpful.
What will be helpful: look at companies similar to yours.
Look to the ones that are a bit more successful than you as well as the ones that are “nipping at your heels,” so to speak.
That can give you a good feel for what’s working (as well as what isn’t) in your field.
Analytics and Taste
You might look at the companies that are just a bit more successful than you and think: “well, I know they’re doing great, but I don’t really like anything they’re doing.”
That’s perfectly valid.
Even removing your personal feelings from the situation, that’s entirely reasonable.
If that’s the case, then you want to look at the analytics, the numbers, and figure out exactly why they’ve been successful, even with marketing that seemingly lacks quality.
There, you can find out what’s behind the marketing, what’s in the numbers, that’s making it work for them.
All of this is done with one goal in mind: to make your company stand out from the rest. Seeing what works for others is a great first step towards finding out what works for them, and then ultimately, getting beyond those above you.
This is a perfect topic for a digital marketing consulting in Los Angeles session with Danny. Those are available for COVID-19 pricing at (213) 457-3250.
