Straight into the wall ? Not so sure, the comparisons on fair and accepted criteria make it possible to assess and find the most suitable offer for each customer need …
An article to discuss the art of comparison for an avowed marketing purpose. What a funny idea ? Compare yourself to promote yourself ?! Yes it is possible and we strongly recommend it in Inbound Marketing.
Benchmarking has always had an unstoppable place in the environment and professional jargon, so much so that the little sentence (which is in reality fraught with consequences for the recipient): “Are you doing me a little benchmark ?, often represents a means of wasting time by placing staff on tasks considered subordinate. “Anyway, we’re busy.” Indeed, the sentence seems almost innocent, but it is launched every day to thousands of trainees subject to the doctrine of benchmarking. When there is no urgent work, the benchmark is an inexhaustible source of time-consuming work.
But it is not so, besides its importance from a strategic point of view, the benchmark, the review, the test, the comparison, etc. are communication media in their own right. And who says com support, says means of promoting his benchmarked product!
Compare yourself to the best to be on the honor roll
Many brands are afraid of comparisons, they tend to hide it, avoid them, protect themselves with monitoring tools. We have also known a few witch hunts of marketing directors wishing to force us to correct their results in order to obtain a more advantageous rating in the face of competition.
But we forget the primary interest, to appear in this honor roll of the “modern world”. Indeed, in the digital age, any benchmark benchmark is considered as a way to display the market leaders: the only ones who deserve to look into their case. Worse, not being compared, often means that there is no comparison, so a limited offer, too low to interest anyone …
The benchmark is in principle a comparison, a precise benchmarking tool that allows to judge similar products or services from an objective point of view. By making lots of comparisons. And when we compare, we often see that the leading solution is rarely adapted to its needs. Instead of aggravating the competitive advantages of the leader over others, the comparison allows you to see beyond and focus on the specifics of each which often make the difference for a potential customer. A benchmark is also indicative of niche markets when we compare a broader market.
Free SEO and a real source of hot prospects
Imagine a way to get prospects already ready to subscribe or practically sure to choose your solution, the benchmark being very relevant for skipping steps in the sales tunnel. In this sense, the comparison saves time (notion of time to value) and greatly reduces the cost of acquiring a lead thanks to the notion of shared media.
While firms such as Gartner and Forrester have specialized in comparing B2B products and are charging a high price for their results both by the companies that wish to appear there and by the customers who download them, the benchmark business model mainly lies in its ability to generate leads.
Price comparison sites (Expedia, The Guide, Kelkoo, etc.) all operate on a CPL model for the advertiser. More B2B oriented, sites like commentçamarche.net and 01net.com have become machines for comparing all types of products and services, most often by placing affiliate links.
In this model, all stakeholders have an interest in creating business opportunities. The benchmark is then only a justification to derive income from the leads then returned to the tested solution.
Because we believe in the virtue of product tests and benchmarks in Inbound Marketing we have created an offer on the subject which I invite you to discover and download here.