Do you understand your customers? What are your customers’ pain points? Research shows that the buying cycle is nearly complete by the time your customer gets to your website. That means you need to have a vehicle to engage them before you know they’re there.
You need to turn your potential customer completely around by disrupting the way he thinks about his business.
So many companies these days offer pretty much the same services as the competition. How do you find your company’s point of differentiation? By steering the conversation in an entirely different direction and disrupting your clients’ business as usual.
Instead of giving your customers what they think they want, spend time on a completely different angle to deliver a novel solution that challenges the way they do business.
Say you are an IT provider. Sure, you can offer all the services of your competition, providing software and hardware installation and support, running cloud storage and solving computer problems. But that’s not enough because it’s not going to change the way your customers do business. Work from the inside out. Dig down to the root of the problem. What are the IT-related business issues that are blocking the flow? If you determine the cause of the pain, and offer a solution that gets your customer to think differently about day to day operations, you disrupt business as usual and motivate them to change.
Interruptive marketing – advertising that interrupts the prospective customer in an uninvited way – is becoming a thing of the past. Interrupting a consumer with advertising to get her attention is a less and less effective strategy because no one is paying attention. Do you ever not “click here to skip this advertisement?” This is the era of preference marketing. Your customers have the power now, and don’t take kindly to being interrupted. They simply move on to a more appealing information channel.
Disruptive marketing, instead, is a paradigm shift. It forces buyers to stop what they are doing, pay attention to their business practices, reconsider decision making processes and reach for another solution. Not all at once, but over time; in today’s marketing environment, it’s critical to build trust before the sale.
And that’s where you position yourself. You are waiting at the finish line with a better way. You’ve created a new market.
How to do that? Look for information that doesn’t make any sense; that requires deeper investigation and explanation. Look for gaps in logic. Expose the kinks in the process and help fix them. Demonstrate for your audience that you’re on their side and that you want them to succeed.
That’s how you gain attention, trust and loyalty in your target audience.