Many businesses shy away from investing in long-term marketing campaigns. It’s easy to understand why: they cost a lot and they take time to work. It maybe just that reason, however, that makes them a great investment for any business. SEO consultant Eric Enge explains in a recent article just how investing in long-term campaigns is an excellent strategy for gaining sustainable competitive advantages for your business.
Sustainable Competitive Advantages in Digital Marketing
What would your turnaround be if you focused your efforts on a strategy your competitors weren’t willing to invest in? A lot of companies all employ the same strategies when it comes to marketing. Therefore it can be difficult to gain a competitive edge over your competition. In addition to gaining a competitive edge, you must also maintain that edge, which is where we come to sustainable competitive advantages. The idea is to have an advantage over your competition that you can maintain without them catching up quickly. So how do you build sustainability?
Become an Authority
Try to create copy and content on your site that your competitors will want to reference, or link to. The more websites link to your own, the more visibility you achieve online. As you continue to gain visibility with referenced articles and links, your competitive edge will grow. If you stay on top of this, you can potentially expand your competitive gap from a matter of days or months to a matter of years instead.
You can gain superior content on your site by getting reviews from users on sites like Amazon, TripAdvisor, and other local and national directories. Investing in excellent content, however, has been a long standing component of SEO. Be careful, however, not to simply re-purpose your existing content. Look for original content like users providing feedback on how they use the product, or expert opinions from a relevant field. This will take a lot of time and effort, but it can be a great advantage if your competition doesn’t take the time to do the same.
Social Media Presence
Facebook is, at this point, pretty saturated with both local and nationwide businesses. Trying to develop dominance in your industry through Facebook is therefore very difficult. However, you can still take advantage of up-and-coming social platforms. Just like Instagram and Pinterest have gained major momentum in the last few years, new social media sites and apps are constantly in development. If you can get in with these sites early, you can gain a huge advantage over your competition.
Build Your User Experience
Many companies fail to invest enough effort in their user experience. Having a user-friendly site, however, can be a major factor in how gaining and keeping new users. Remember to optimize your site for simplicity, speed, and a positive mobile experience. Functional mobile sites are essential in today’s on-the-go world, so investing more time and energy into your mobile site is well worth the effort.
Develop A Loyal Following with your Target Audience
It’s extremely important that you build a lasting relationship with your target audience. Build a reputation for your company that resonates with your intended users. This will help you create what some might call your ‘brand’. Maintaining a positive relationship with your target audience with engaging and new content will help you maintain a strong following that will only continue to grow.