Differentiating yourself in a crowded marketplace: A comparison

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Unique Selling Proposition Real World Example

 

Differentiating yourself in a crowded marketplace Breakdown

When I was musing about Unique Selling Propositions (USPs) the other day I thought it would be interesting to give a real-world example. It just so happens that the next ad I saw was for QuickBooks and my decision was made.

Can you tell me the difference between Quickbooks, Xero and MYOB?

I can’t… I am not an accountant and all but basic accounts receivable and payable is lost on me.

What I can tell you is how I view the three brands

 

By the way, this was the ad:

 

QuickBooks

The ad in question, plays very much to a small business owner – it is accounting software that makes your life easier, especially the incomparably annoying job of chasing accounts in arrears.

Xero

Although Xero has been around for a while in internet years it seems like the easy yet technologically advanced choice.

MYOB

MYOB is an interesting case it has both a positive and a negative from the one factor: its age; they have years of proven experience and many happy customers in Australia but like pc vs mac they may have a little image problem of being a dinosaur.

 

 

But that’s just my viewpoint, let’s have a look at how they portray themselves online.


Upon landing on QuickBooks you can notice a few things

  • Small business: they refer to their customers as the hardest workers shameless pandering but also how small business view themselves (and rightly so) and their navigation includes small business, self employed and then accountants/bookkeepers – also there is a hardworking small business owner in the hero image looking at her phone after working on pottery.
  • customer service: voted #1 plus you have multiple options of using that customer service via the side buttons; live chat and customer service number in the navigation.
  • Technology: you also have a video that is in the shape of a mobile (smaller image next to it denotes it works across all platforms) with a the User Experience (UX) of their app they know a lot their small business owners are on the go and want access to a simple to use platform from their mobile.
  • Last but not least; you will see the word Your books, made easy

 

Xero’s current home screen has:

  1. Social proof: a million subscribers; an image of a few happy customers from different industry but all pretty trendy looking; and Canstar winners 4 years running.
  2. Tech savvy: the branding itself is very sleek; tagline is better business; and they have Features & Tools as their first nav choice after which they have Why Xero plus words like advisor, resources and partners are all speaking to its technological prowress.
  3. Local: I thought Xero was trying to sound approachable mentioning AUS and NZ as well as YOU BEAUTY but something I did not know was that it was founded in NZ and is listed on the ASX. So there you go.

And lastly MYOB:

  1. Design/technology: whether or not my assumption was right about MYOB being considered a dinosaur in the accounting software space – they are definitely rallying against it via new branding (it was updated less than 2 years ago), a young trendy person who has her finances sorted on a phone
  2. No nonsense, easy copy: DONE… Set your business up for success… actually lets you run a business.
  3. Social Proof: also like Xero over a million users but they don’t need to include NZ in their drawing pool.
  4. Big & oozing with legacy: A breakout mentions version 19. The copy asserts that their software scales with you and the navigation separates you into small, bigger and accountants/partners.

 

So, you might think my prognostications were to pat myself on the back if they turned out to be right but it was quite the opposite – my intent was to suggest that each of these companies do a great job of keeping their messaging consistent; that we almost instinctively know what we are getting from them even if we know little of them. The differences might appear small (to anyone who doesn’t spend hours appraising the UX of different websites weekly) but they are there.

 

On a side note, if you did focus on UX (and websites in general) every day you would notice other little things.

  • Like the banner for all three has copy on the left and image on the right
  • Another common best practice for Software-as-a-service companies is to offer a free trial.
  • The fact that the call-to-action buttons are all green the universal symbol for go even though QuickBooks is the only one that uses green in their branding colour scheme. Don’t feel like you must use green, it’s not 100% fool proof, some use red as it suggests urgency or special but at the end of the day our mantra is test early and test often.
  • And you will notice that the word “you/your” appears at least once on each of them – Remember, you are always talking to your customers on your website – be friendly!

 

But I digress, back to differentiating yourselves… if the website has passed the 5 second test and attention is piqued a user may scroll below the fold where usually they will see more important selling points of a product.

 

QUICKBOOKS

 

XERO

 

 

MYOB

 

QuickBooks focusses on you: save time, claim dollars and mentions (again) their award-winning support.

 

It should be note Xero has a customer video stories breakout before the list of features when scrolling down the page. Xero decided to have a few more bites at the cherry – showcasing 9 features that will change your life. The focus here is on the variety and technological strength of the application with over 700+ third party apps.

 

And MYOB goes for the national pride theme for Aussies by Aussies and speak to a human but not just any human an Australian human. And you can do it wherever you want.

 


Each brand has its differences and similarities but they have all carved out a niche for themselves by appealing to different consumers. So even if you think your offering is the same there will be a way to showcase why you are the right business to solve their need.

 

 

 

 

Photo by rawpixel on Unsplash
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Should you switch your Instagram account to a business profile from a personal one?

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Decisions Decisions Instagram personal or business

 

Should you switch your Instagram account to a
business profile from a personal one?

You have probably wondered about this before, if you haven’t already made the switch. There are definitely lots of pros to having a business Instagram account, rather than a personal one. Keep reading to find out if switching to a business account will be beneficial for you!

 

Would Instagram analytics be useful to you – real time metrics?

Being able to (very easily) analyse your Instagram audience, your engagement and your account discovery can be very helpful.

With a business profile, you can see:

– How many people are viewing your profile per week.

– How many individual accounts you are reaching per week.

– The total number of times that your posts have been seen.

– How many people have saved your posts.

– Who your Instagram audience is – their location, age range and gender.

– What days and hours are best for you to post!

You can then leverage all of this valuable information to optimise your content and your overall Instagram performance.

 

Would you like to promote your posts?

If you have a media budget (big or small, it doesn’t matter!) then having a business profile would definitely be of interest to you. Even just spending a couple of dollars a day for a few days during a big online sale can have a huge impact, and dramatically increase your reach.

 

Would you like to be able to clearly display your website link and your contact options?

When switching over to a business profile, you are able to decide which of your contact information you would like to display – phone number, address, email and/or your website address. Of course this is beneficial to almost any business! You can still add your phone number or website address to your Instagram bio on your personal account, however this takes up character space (only 150 characters allowed) that you may want to use for something else, e.g. some information about your brand or a tagline. Also, on a business profile, the contact options will come up as contact buttons e.g. “Call” or “Email”, which keeps things clean and tidy, and very accessible for the user!

So, lots to think about here! Hopefully we have helped give you some more insights into the benefits of switching your Instagram account over to a business profile, so you can make a clearer and more informed decision!

Happy Instagramming!

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Should your business be using LinkedIn?

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Should your business be using LinkedIn?

Should my business use linkedin
 
LinkedIn is the world’s most extensive professional network with more than 467 million users in more than 200 countries and territories worldwide, and therefore is obviously of great importance for all B2B businesses – just as important as Facebook and Instagram, believe it or not! For these B2B businesses, it can be a real game changer, and we are going to tell you why.
 
A recent industry report showed that LinkedIn has recently overtaken Facebook as the #1 most important social platform for all B2B marketers. 41% put it at the top of their list, compared to just 30% of people who said Facebook was the most important.
 
Another recent marketing report showed that LinkedIn is the third most commonly used social network for all business owners, with 62% reporting that they use the platform, and an additional 22% reporting that they intend to begin to utilise it within the next year.
 
In terms of conversion rates, did you know that LinkedIn has an average conversion rate of 2.74%, compared to Facebook’s .77% and Twitter’s .69%? This is HUGE! 50% of B2B buyers use LinkedIn when making purchasing decisions; LinkedIn is built for social selling after all.
 
As LinkedIn explains, “With over 467 million members, LinkedIn is at the forefront of connecting B2B buyers and sellers. One of the most important sales techniques is to understand how your buyer behaves—making prospecting easier with greater success.”
 
LinkedIn:
1.      Heavily supports your external website and other social platforms.
2.      Improves your brand’s credibility, as you are able to share relevant and rich content to your market, which demonstrates your expertise and thought leadership within the market.
3.      Allows you to significantly grow your reach, as you successfully target other businesses which may be interested in the services you provide.
 

Moral of the story? Get your business on LinkedIn! If utilised correctly, it will do wonders for your business! Of course feel free to reach out to us if you would like some help in this space.

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5 tips for your Instagram feed

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5 tips on how to curate a beautiful and flowing Instagram feed

So, everyone wants authentic Instagram followers, right? This is why your Instagram feed is very important. When people click on your profile, they don’t see your individual posts first. They see your feed first, which is why it’s super important to plan and carefully curate how your feed looks, and to make sure it accurately represents your brand’s story, so people form the right impression of your brand straight away.

Here are 5 tips that will help you make sure your feed always looks great!
1. Research – Find a couple of Instagram accounts that you love and think look REALLY good, and take note of WHY they look so good. Most of them will follow the below tips.

2. Choose a grid layout – A grid layout is how your posts are positioned on your account. It helps you know what photo to put next to another photo. A layout makes it easy to start (and stick to) a consistent Instagram theme. Create your layout by using an app such as “Plann”, “Later” or “Schedugram”. You can use these apps to make sure your feed flows nicely, which means that all photos sit nicely next to each other! If you are not going to use a specific layout, you need to make sure your feed is balanced.
3. Choose a colour scheme – what kind of filters are you going to put on each photo, if you wish to use filters? Do you have a colour scheme you want to stick to? What kind of posts are you going to be posting? Keep it consistent, use the same filter on each pic!
4. NATURAL LIGHTING! Natural lighting means higher quality and more detailed photos, giving your feed a clean and consistent feel. Photos taken in natural light are also easier to edit with filters.
5. Have Standards – Posting only good quality photos is key. A high quality photo looks clean and inviting. A blurry photo is the first thing people will see when they head to your profile, and does not invite lots of likes or followers! You don’t need to use a professional camera – smartphone cameras are good enough these days!

Have some more questions – hit me up – social@remembercreative.com.

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Hashtags hashtags hashtags!

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Hashtags hashtags hashtags!

So it’s 2018, and most people have a bit of an idea about what hashtags are and how to use them! However, very few people know how to use them WELL, and using hashtags poorly can actually have a pretty detrimental impact on your business’s social media success. Essentially, hashtags are used to categorize content, meaning that searching for relevant content is a lot easier to do, so businesses have a pretty huge opportunity here to maximize their content’s reach and therefore their page’s reach. And social media for business’s is all about converting that reach into brand awareness and then into sales, right?

So here are a few ways to make sure you are absolutely maximizing your opportunity for reach, through your use of hashtags.

 

Less is more and more is less!

On Twitter and Facebook, less is more. Posts with 1 hashtag tend to receive far more engagement than posts with 4 or 5 hashtags. But on Instagram, it’s a very different story, and the more hashtags you use, the better. However, after using over approximately 8 hashtags, your engagement will typically drop. It’s a pretty fine line!

 

Don’t over-complicate it!

Don’t hashtag every word on your post, and try not to use long hashtags. And definitely don’t have more hashtags than words. Keep it simple!

Be specific

Hone in on who you are trying to attract and find hashtags that help you target them. Do your research; there are lots of hashtag searches and apps out there that will help you find the best and most effective, trending hashtags: Ritetag and Hashtagify are some good ones.

 

Happy hashtagging, and good luck!

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Mad Men of Marketing | Episode 4

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Welcome to the Mad Men of Marketing podcast

Episode Four:

On episode 4 of the Mad Men of Marketing podcast, we discuss budgets, some of the key things you should consider when budgeting for your marketing and what things can derail a budget.

Hit play and enjoy…

 

 

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Mad Men of Marketing | Episode 3

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Welcome to the Mad Men of Marketing podcast

Episode Three:

On episode 3 of the Mad Men of Marketing podcast, we discuss influencer marketing.

Hit play and enjoy…

 

 

Do you think we missed anything major? Let us know your thoughts.

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Mad Men of Marketing | Episode 2

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Welcome to the Mad Men of Marketing podcast: episode two.

Episode Two:

On episode 2 of the Mad Men of Marketing podcast, we discuss FOX News 32 Chicago’s Facebook page … random? Well no actually, because it was recently announced that they have the most engaged audience of any news publisher on Facebook. We talk about how they did it and how other pages can apply similar tactics to get their audience invovled.

Hit play and enjoy…

Do you think we missed anything major – let us know your thoughts? and what you thought of the show.

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Mad Men of Marketing | Episode 1

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Welcome to the Mad Men* of Marketing podcast: episode one.

Just like Star Wars we may, in the future, pretend like episode one never happened but for the time being – So without further ado…

Episode One:

We discuss a developing story about what will happen if, and almost certainly when, Facebook rolls out the split feed update in the form of an Explore feed which will be for business pages and the regular feed which will focus more on family, friends and sponsored posts.

Hit play and enjoy…

This is to become a fortnightly podcast that will focus on new developments in the world of social and digital marketing as well as insights into the world at large and just things that we find interesting and hope you do to.

*(If you missed the asterisk the title) Currently, we haven’t had someone that does not identify as male on the show but when the time comes they may become an honorary Mad Man for the day or we’ll change the name – hmmm the mad people of marketing, the mad mob of marketing, the mad masses of marketing – let us know your thoughts? and what you thought of the show.

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Facebook are testing a new feature…

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Facebook are testing a new feature that could send businesses broke

Editors Note: Here Michael and Josh discuss the changes on our podcast here.

Facebook have announced they are trialing a new feature which will separate the content in your News Feed into two separate streams.

The first stream is the Family & Friends feed which is comprised on content from your friends, plus paid Facebook ads. This will be the default stream you will see when you log in.

The second feed is the Explore feed, which is made up of the content published by Pages e.g. Mercedes Benz, The Guardian, Coca-Cola, and you don’t have to follow their pages to be served their content. You will be able to access the Explore feed by selecting this option in the Facebook side-bar.

A spokesperson for Facebook has said the decision was made because, “People have told us they want an easier way to see posts from friends and family.”

If Facebook decide to make this change permanent, the true effects are unknown. Marketing Land claim that it could provide some brands the opportunity to reach people who don’t currently engage with them. Also it could help make up for the loss in organic reach that Pages have experienced over the past few years.

On the contrary, medium.com claim that Facebook reach has declined by over 60% for some pages in Slovakia, where a trial of this new feature is currently taking place.

Companies with substantial advertising budgets will most probably not be affected greatly by this change, if they can continue to create sponsored content that people want to consume.

The players that will be affected the most will be the media publishers who don’t have a diverse range of traffic sources and who rely heavily on Facebook to deliver most of their website traffic.

So, could this mean some media publishers are forced out of the market, or are required to scale-down operations? Quite possibly.

And will publishers and brands begin to invest heavier in Instagram, Youtube and Snapchat to reach consumers more easily? Most definitely.

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Written By: Joshua Britt