Welcome to True Influence
5 Ways to Differentiate Your Company in a Highly Competitive Marketplace
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5 Ways to Differentiate Your Company in a Highly Competitive Marketplace
Jeff OgdenThe Fearless CompetitorPresident, Find New CustomersHost of Mad Marketing TV
Agenda
How one company used humor to get attention
The power of online video with thought leadership
Why doing the unexpected generates results
Why you really need to “Let Your Freak Flag Fly.”
Some actual case studies
Poll Question
How is YOUR company doing at differentiation?
The Crux of the Problem
Snap Shot“2-3 years ago, just producing content made you different, but it has truly “crossed the chasm” and now nearly everyone is doing content marketing. So more than ever, you need break away from the pack.”
*Doug Kessler, Velocity Partners on Mad Marketing TV
Formula of Effective Content
Relevant X Distinctive = Effective
The Velocity Mind Map
Content Differentiation
Ideas Attitude
Media
StyleDesign
Promotion
Honesty
Hard work
Confidence
Controversy?
New
Prezi?
Pllopit?
Surprising
Animation?
Direct
Plain-speakingFresh
Transparency
Sharing negatives
Added value
Original research
Outbound
Social
Cross-promote
Original With a point of view
Poll Question
How are you doing at differentiating your content?
Pursue the Fun
Fun is the most important factor
How To Differentiate – Number One | Humor
Humor – Powerful but deadly
Humor – Personify advantages
Humor – Make Fun of Industry
How To Differentiate – Number Two | Thought Leadership
Startup Software Company
June 2008 – Beta Release of softwareNovember 2010 – Raises $4 millionMarch 2011 – General ReleaseJune 2011 – Raises $10 millionNovember 2011 – Launches Mad Marketing TV
Thought Leadership thru Video
Jenn Lim, CEODelivering Happiness(Zappos creation)
+
Awesome Guests
Thought Leadership thru Video
Act-On Reports 405% revenue growth. Expands internationally.
Employee count grows 600%.
Growth in new customers second only to Marketo.
“What we saw in the VEST report is a huge growth by Act-On Software,” David Raab said. “[The company] is out there at a very low price point.”
How To Differentiate – Number Three | Do the Unexpected
Do the Unexpected
How To Differentiate – Number Four | Let Your Freak Flag Fly
Our Way of Thinking
“Let Your Freak Flag Fly”
Urban Word of the DayA characteristic, mannerism, or appearance of a person, either subtle or overt, which implies unique, eccentric, creative, adventurous or unconventional thinking.
How To Differentiate – Number Five | Make it a game
Way 5 – Create a Contest
Case Studies
Case Studies
Take risks, be bold. Move faster, be creative. Same budget, different use. SEO is in everything.
Competing against Goliaths requires new thinking. Company leadership makes it a priority.
Case Studies
They boost online ad results by using deep content marketing, the strategy of placing online ads deep within the websites of third parties.
Another tool in the B2B marketer's toolbox, deep content marketing specifically targets pages directly relating to your own products or services.
Case Studies
Print is dead. Or is it?
When magazines were slumping, it was up 16.5%. #1 in industry.
How? Dump the standard and “Let your freak flag fly.”
Emphasize laughs, inside jokes and fun., not a slick mag. E-Ink cover with QR code to bring Robt Downey Jr. to life.
“Esquire you see in 2012 is very different from 2006” – VP, Advertising at Ford
Case Studies
“The Anti-Kodak: How a US Firm Innovates and Thrives” WSJ 1/13/2012
Cheap imports a problem. First try, stop them. It failed.
Quickly diversified into new products and niches. Amassed thousands of patents. Hire the best, e.g. PhD’s “We’re an innovation company.” Debt free and double digit returns on invested capital.
What worked? Culture and willingness to change
Q & A
How to Find New Customers
Grab our free white paper, no registration needed.
http://www.findnewcustomers.com/How_To_Find_New_Customers
Where to Learn More
Visit Find New Customers www.findnewcustomers.com
Visit our Fearless Competitor blog www.fearlesscompetitor.com
Subscribe to Mad Marketing TV www.youtube.com/madmarketingtv
Check out my About Me profile http://about.me/jeffogden
Follow me on Twitter @fearlesscomp
