Four Ways to Stand Out From the Crowd

Posted: 08/19/16

By Richard Rutigliano, PriMedia Inc.


Every business needs to connect with customers and prospects and motivate them to buy. Recognizing that no two companies are the same and that every business is at a different point in its own pursuit of a healthy bottom line, I offer four ideas for differentiating your company and building strong connections with your ideal customers.

  1. Strengthen new customer intake. To optimize recruitment of new customers, you need an end-to-end system that puts you in front of your best prospects, promotes the company and its value in a compelling way, and makes it fast and easy for customers to sign on. Take a critical look at your current system, and make bold improvements wherever necessary.

    Starting with your outreach, make sure you are getting in front of the right people with a clear, effective message. Take a close look at your advertising mix, and if adjustments are needed, make them now. Are you sufficiently visible in organic search, pay-per-click and programmatic advertising? Do your recruitment goals match up well with any print or broadcast outlets, and are you making good use of those?

    Zero in on your messaging. Are you sending the right signals to your best prospects? Are your ads attractive and smartly written? If you were a prospect yourself, would you respond well to your company’s advertisements?

    Continue your evaluation by examining the entry points to your website. Do you provide landing pages that align properly with your advertising, so that visitors can easily find the information and sign-up pages that they need? Is the process sufficiently clear and simple? Can you improve it?

  2. It’s all about the smartphone. With more Google searches now happening on smartphones than on traditional computers, it is vital for companies to target mobile devices as the core platform. Plan to optimize your company’s presence on the mobile platform with a great combination of website, self-service apps and text messaging.

  3. Top the charts. Search performance continues to be critical to your success. Prospects are always going to give their first, best look to companies that appear at the top of search results and directory listings, so it’s important to maintain high visibility at all times. Test the strength of your web presence by running searches for the services and products that are most essential to your bottom line. Use a combination of search engine optimization and pay-per-click advertising to ensure solid visibility where it counts the most.

  4. Strengthen your core. Initiate a process of updating your core marketing components. Work with your agency to develop a fresh look and tone that expresses who you are with great clarity and appeal. Identify all the different uses you’ll have for these elements, and develop a plan and sequence for rolling out your new look and feel.


At PriMedia, our passion is helping companies improve the bottom line by making strong connections with their best buyers. Let’s talk about your company’s success. Please give me a call at 800-796-3342 or email me at