“How can we make our marketing stand out from everyone else?”
That’s a question so many marketers and business owners ask.
The subtextual, often not-stated follow-up is: “… but not in a bad way.”
“Standing out” is good. “Standing alone” can be rough. We want to be seen as “creative” and not “too weird/wrong,” etc.
Often, a great way to tell the difference is in-house. Have someone else on your team look over something before you make it public. Strongly consider having someone else on your team look it over who is different from you, has different life experiences, opinions, and so forth.
In my daily reading for our search engine optimization for attorneys, rehab facilities, and just about anyone else company, I came across some examples of how to stand out in a good way and a less-than-good way.
“… Purposeful in Creating a Campaign That Stood Apart from the Rest of the Industry”
So many different industries struggled during the pandemic.
The struggles of those in the senior living industry, however, were on another level.
Assisted care facilities were hit very hard by the pandemic. The elderly, some of the most vulnerable to the virus, living in communal spaces frequented by many. Those involved in marketing senior living had a tall task ahead of them indeed.
This great article shows how one marketing team “set out to craft a marketing and communications campaign that would both show sensitivity around residents’ fears and concerns while also projecting strength, confidence, and leadership.”
As the article explains, they “conveyed the concept that (a senior living facility) was both keeping its residents safe and helping them lead fun, fulfilling lives.”
It goes on to say that they wanted “to give people something that was a little more hopeful and optimistic… We wanted to bring a little bit of lightness to what was a very heavy time.”
That indeed “stood apart from the rest of the industry.”
In fact, it certainly feels like it “stood apart” from most industries.
Think back to a year ago at this time. There was not much “lightness” going around.
But, they had to do this the right way.
If it had just been a “funny” ad, doing nothing but showing seniors having an absolute blast, then that would’ve been a big turn-off.
That would’ve seemed insensitive at best. That would’ve stood out the wrong way.
So, you can stand out and be creative best when you take people’s concerns into account, too.
What to Avoid When You Want to “Stand Out”
A clear sign your new marketing campaign has not been received well: a description of it includes the word “bizarre.”
While what’s “bizarre” to one person might not be so bizarre to someone else, I do feel that the word is appropriate in this case.
Wix, in competition with WordPress, recently created a marketing campaign that “take(s) aim at common WordPress problems.”
There’s certainly nothing wrong with pointing out what you do better than the competition. However, to do so in a direct, negative attack can be very off-putting.
To do so with a series of videos portraying your competitor as a literal person in therapy can be more off-putting still.
A good rule of thumb for “negative” marketing – if it would make someone not like you in conversation/real life, then the same is probably true in marketing, as well.
You can see for yourself at the link these videos, as well as the bit with the headphones.
Truthfully, I’ve read over it a few times and only somewhat understand it myself.
Now, obviously, this Wix marketing campaign “stands out” from the rest. However, it does so for almost entirely bad reasons.
It’s perfectly acceptable (even recommended) to look at what the others are doing and say: “Hey, what can we do that’s different?”
But, you want to do “different” the right, more positive way.
For help with this or anything else related to growing your business online, you can reach our search engine optimization for attorneys, rehab facilities, and everyone else company at (888) 477-9540.