One major weapon that every salesperson must keep loaded in their artillery is to have that competitive advantage in today’s noisy digital world. So I’m bringing Justin Christianson on the show today to share his expertise on this exact topic. He is an entrepreneur, consultant, and author.
Justin has been in the digital marketing space for 14 years now and has had his own fair share of failures and successes. He has basically become the go-to guy when it comes to implementation, optimization, and how all those pieces work together. Born out of such demand, Justin has created Conversion Fanatics where they help companies split test and find out more about their visitors as well as increase results from their paid advertising channels.
Listen in to find out how you can gain that competitive advantage to keep yourself ahead of the pack.
Here are the highlights of my conversation with Justin:
What is competitive advantage in the digital sense?
Being able to stand out of the very noisy digital space and get in front of more of your target audience rather than competing
Steps you must do to keep yourself afloat:
Understand your metrics.
- You have to know how well you perform in whatever channel you’re on. Where are your visitors coming from? Where are they going? Where are they falling off? The analytical data will help you understand that. Many large companies or salespeople do not really understand their metrics as they should.
Examples of major metrics to use:
- How much are you paying to acquire that lead or customer?
- How much is that customer worth to you?
How to keep track of data:
- Go old school and use spreadsheets.
- For Facebook advertising, look at what every action is worth to you depending on where the conversion pixel is placed and match that up with the rest of the funnel.
- Google analytics and CRM solution
Look for ways you can be different.
- Don’t have the same marketing message. You have your own differentiator and make sure you’re able to educate people about what it is.
Lead with “what’s in it for my customer?”
- Stop thinking about how great your product or service is. Instead, tie that back into your marketing message and relate your features to your benefits. Sometimes you get so hung up with how your product is so awesome that you forget why the visitor is on your website in the first place. Always tie it back to how it’s going to benefit the visitor.
Find leverage points.
- Understand what your competitor is doing and how they’re positioning themselves in the market. Then you’d be able to see trends and understand what the audience is responding to.
What works in social media to help you differentiate yourself:
- Educate people about what the problem is and identify it right off the bat then offer your product or service as a solution
- Higher volume, lower quality conversion
- Cheaper traffic
- B2B vs. B2C
Justin’s Major Takeaway:
Pay attention to your metrics and pay attention to your visitors and give them what they want.
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