They are real-life examples of how your product helped customers get the results they want. Case studiesĬase studies are a powerful way to show your prospects the process of solving a problem and the outcomes achieved. Use Keywords Everywhere, Ubersuggest or LiveKeyword to get data on search volume and cost per click.Ĭomparison chart makers like Visme, Piktochart, or Canva can be used to build product comparison grids. Type your brand name or product name and “vs” to get a list of your competitors. Research your brand and who you’re being compared to using Google autosuggest. Podia uses purple font (its brand color) to highlight its benefits in comparison to SendOwl on this comparison page. Highlight your brand subtly by using your brand colors to talk about your product. To avoid this, don’t use competitors’ logos or branding and don’t link to their website. ![]() Your comprehensive product comparison page may bring to attention a competitor that your prospect hasn’t considered. Don’t promote competitors by including their branding.Look at Basecamp’s “before and after” page wherein they’ve collated quotes from users about how they managed projects previously. Build trust with testimonials from customers who have switched to your product from that of a competitor. Remember to include a date on your comparison chart since both you and your competitors will regularly update your offerings. For instance, in this product comparison page, HubSpot lays out the differences between its product and Marketo comprehensively, including an overview, pricing information, and a comparison of features and capabilities. Create a detailed comparison grid to differentiate your product from that of your competitors.This will give you more opportunities to optimize the pages to rank for competitors’ keywords. Create separate comparison pages for each competitor.“brand vs brand,” “competitor + alternative.”īest practices to create product comparisons: Such pages help you rank for branded queries (that have less competition). Honest and comprehensive comparisons between your product and competitors’ products make it easier for buyers to make a purchasing decision. Let’s explore the different types of middle-of-the-funnel content in detail. Middle-of-the-funnel content provides in-depth information about your product in alignment with the needs and challenges of prospects. What are the types of middle-of-the-funnel content? The scope of the content is more detailed and contains targeted offers.Ī survey showed that when a website visitor becomes a lead, 43% of marketers leveraged success stories, 38% used product overviews, and 36% employed case studies to coax them into converting. With middle-of-the-funnel content, SaaS brands position themselves as the market leader of their category to solve the prospect’s problem. Why does middle-of-the-funnel content matter? It is aligned to the prospect’s buying stage in the funnel where they understand their problem and which type of solution they need.It provides proof of your product’s advantages over other competitors in the form of customer testimonials, case studies, and product comparisons. ![]()
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