No matter what industry you’re in, one thing is certain. You have direct competitors. And with so many options on the market, it can be difficult for buyers to see if you’re the option for them.
Especially when they have to battle through buzzwords and empty promises.
In this episode of Demand Gen U, Jason Widup, VP of Marketing and Mark Huber, Head of Brand & Product Marketing at Metadata, talk about how you can change the narrative with comparison pages.
They get into when/how you should use them, how to frame the conversation without bashing your competitors, and take you behind the scenes for Metadata’s 6Sense comparison page.
You can check out the comparison page here.
Three top takeaways:
Takeaway 1: Don’t bash the competition
Creating a comparison page gives you the chance to let buyers see you and your competitor side-by-side and make buying decisions based on whether you suit them well.
It’s a chance to put your strengths across and communicate where you are the outlier in your field.
However, it doesn’t mean you should bash your competition. Give them a shoutout about what they’re good at. This builds trust with your potential buyers.
Takeaway 2: Competitor pages are high-intent pages
If potential buyers are looking at comparison pages, it’s safe to say they’re definitely in evaluation mode. Some potential buyers might even be in buy mode.
They’re actively looking at how you stack up, where your solution might be better, and where your solution might fall short. They’re in fact-finding mode.
These are the people you should be outbounding to. Like right now.
Takeaway 3: Talk directly to your customers
When creating comparison pages, you need to use the same language your customers use. And in a way that doesn’t come across as being full of yourself.
This makes your story easier to understand and most importantly, more believable.
Yes, it may be a cliché… you’ve probably seen ‘Talk to your customers’ plastered all over LinkedIn over the past year or two. But that’s because it is really important. Customers want to feel like you’re talking with them, not at them.