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Follow -up from Project 24.
Based on Project 24, who is the most successful business in your area?
Look at their websites and analyze their marketing and PR. DO NOT COPY IT!!! Figure out what is it that makes them successful and MODEL IT. look at the structure not the content.
What values do they appeal to? What beliefs do they appeal to?
Were they here for a long time (consistency) or did they just appear? (i.e. here today-gone tomorrow). This is important because flashy businesses without stability and consistency are usually denoting VL 3 thinking; the problem with these is that they don’t have longevity.
What is their strategy on the website?
Do they do visual/kinesthetic? Do they have videos? What kind of videos? Are the videos attractive and interesting? Even if they are attractive and interesting, are they professional or silly? Who do these videos appeal to? Do they appeal to the same type of preferred customer as yours?
Do they have podcasts (Auditory)?
What are the key words they are using? Do the same for social media competition in YOUR AREA. -
I mentioned some of this in Project 24, but there is much to be done in useful analysis of the competition. I have bookmark folders for direct competition and indirect competition. Within that some are bookmarked for their content if they are good, or for their layout, or colour scheme, or navigation, calls to action, progress through the website etc, there are different things I like or can learn from lots of different sites in different ways. These help me in adjusting the current website while also developing the new one behind it. You can also view or even copy and adjust their code via Firebug.
Yesterday I noticed that many of the sites round here use ‘mental resilience’ and ‘wellbeing’ in the workplace as key factors they advertise with. The next cold calls I made I used those terms and got four appointments in 14 calls. So I will continue learning and trailing things like this out.
In the UK you can use Companies House (the have an app too) to look up details of the business, longevity, accounts, previous names/directors. I find it useful for getting a feel for who they are, and also contact names for making calls. The more I know about someone before we speak the more likely it seems I will get at last an appointment, or get past the gate keeper in the business.
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I have come back to this project. It is very relevant – more relevant right now.
Over the past year, i have seen some of the competitors start to offer courses at significantly discounted prices – e.g. half or down to around AUD299 for a prac course. Their business model is about cost leadership aka ‘bums on seats’ regardless.
The digital marketing strategies that I see that i find engaging and attract my VAK are crisp, clean, simple yet bold websites and websites where i see that the coaches are taking action – being active in the market place. Not sitting there waiting to attract clients…The strategy is about work with us and your life will change immediately.
Values levels? seeing a lot of VL3/4, some 5, more VL6.
Messaging is not focused on negativity…some competitors are pushing negativity constantly. I think there are ways to message using Quantum Linguistics to push the message and be problem solving.
Yes, videos, podcasts, action, action, action….
SM is becoming more and more about lead magnets and evidently there is use of a VA.
I am getting more and more messages through LinkedIn – around 10 per day saying that they can solve any business issue and coach anyone.
Because there is a spike in digital presence, it’s how to get competitive advantage in the digital place and communicate value – relevant value.
At the moment TJC – Mark Halweni’s webinars are really adding value to the MTP and helping us to fine-tune the lead magnets.
Personally, i think that getting beyond the competition and being a leader.
Many businesses in Australia and elsewhere have been adversely impacted by the health crisis. And many businesses are thriving…. lots of opportunity in businesses that are thriving. Same with those adversely affected – it’s getting to the decision makers and talk about how the business can get back on track…
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