Your Competition Isn't (Only) Who You Think It Is! | Small Business #Marketing Tips

No matter what you're selling, there are people thinking about ways to disrupt how customers buy within your industry. Maybe those threats are coming from competitors you know about, but perhaps they're not. Think about how it took outsiders to disrupt stagnant industries, like Spotify for music distribution, or Uber for transportation, or Airbnb for accommodation. The way you organize, design, and position your business may well be with the best intentions, but it doesn't follow that customers will perceive the process and value exchange in the ways you expect. If your marketing strategy is just doing what you think you're supposed to do, you're missing opportunities. Take a step back to evaluate who exactly each customer interaction touchpoint is designed to benefit. Is it you, or is it your customer? Compare it to your customer's buying journey how that's perceived, and then adjust accordingly.