Skip to main content

How to Use Marketing to Dominate Your Industry

Marketing is a battle of minds.

What we mean is that marketing happens in your customer’s heads. If you can influence how people perceive your company and your brand in order to sell more effectively, you’ve succeeded as a marketer.

But it’s not just your company in people’s minds. The whole industry your business operates in (or is breaking into) has a set of impressions, expectations, and assumptions that you can’t control.

With these hurdles in mind, what’s the best way to get into your customer’s minds and dominate your industry?

Be the Leader of Your Niche
The easiest way to define how your company appears in the market is by being the first one in your given industry. If you’re the first person playing the game, you can easily decide what the game is, and why you’re the best person to address the customer’s needs.

But most of us don’t have that luxury. Instead, we’re competing with established brands and big companies who have bigger marketing budgets to spend than us.

So, since you can’t embrace “brute force” marketing to outspend your competitors (and they’ve already engrained a place in the customer’s minds), you’ve got to be smarter with your marketing.

That means you have to define what makes your company different.

Compare and Contrast
Having established models to compare your company to can be a blessing in disguise. Instead of using marketing to compete directly with your competitors on their terms, figure out a way to define yourself against them.

In other words, if you’re selling a new brand of detergent that’s in direct competition with the market leader, don’t advertise yourself in the market leader’s terms.

If the detergent market leader says, “We make clothes bright and colorful,” it’s not a good strategy to say “We make clothes even brighter and more colorful than brand X,” because brand X already has that idea captive in your market’s mind.

Instead, say something completely different. Pick a unique strength: “We’re the detergent for busy parents who just need to get laundry done,” or “We’re the fastest clean in town.”

Even better if you can directly contrast yourself with your competitor: “We’re like X detergent, but fast.” One-up your benefits with theirs: “Our customers understand it’s not about just being bright and colorful; it’s about that wonderful detergent smell.” The market that values smell over appearance will identify with your product and might make the switch.

This strategy works for anyone in a competitive market—whether you’re trying to clean clothes, sell cars or get people to come to your restaurant.

Don’t forget that at the end of the day, marketing is a battle of the minds. It’s more effective to carve out a space in your customer’s mind than to compete for a space your competitors already own.

From concept to completion, Printech can help! Design, Marketing, Print & more! Contact us!

Powered by PrinterPresence