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We share our thoughts and ideas on how to grow a business.
The two tallest bar graphs are both in
the bucket that Benji is talking about.
Benji is loosely calling all
of this comparison keywords.
The average of the post that Meg evaluated
here is greater than 7.5% of, I think
there's this assumption that if you're
gonna do a Salesforce alternatives and
you are a, you know, some up and coming
CRM or whatever, in order to do that, you
need to like kind of put down Salesforce.
They're not gonna like it, but
let's show some examples of doing
this in a super chill way where
you don't need to trash anyone.
So I had someone reach out to me
recently asking what to do if I've
pitched competitor and alternative
pieces to someone in my company.
And they don't feel comfortable doing 'em.
And so we want to have just kind of an
open discussion of what happens when we
face this issue with certain clients.
For example, you propose an idea
about a comparison against another
company, and the company comes
back and just says, I don't really
feel comfortable talking about.
My competitors mainly because they often
assume that the way that you compare it
when you talk about your competitor, it's
gonna be done in kind of a negative way.
And so we wanted to share some examples
of varying extremes from lightly
just touching on your competitors to
actually going to a more head-to-head
comparison with some of 'em.
And then just talk through.
When it makes sense to do these
comparisons, when it doesn't,
arguments on both sides.
And yeah, let's dive into it.
Let's start off with you describing to
everyone what a comparison keyword is.
What are we talking about?
Sure.
A comparison keyword is when
someone would go into Google, I.
Or any other search engine and type in
a company and then an alternative or
a company versus this other company.
The reason that they're typically doing
that is because if they're just doing a
direct com comparison, they are trying
to decide which product or company might
be better for them to work with or use.
If they're looking for an alternative,
it usually indicates that they're
a customer of that company already.
And they're looking to switch
because of some reason.
And so we think it's a good idea to go
after both of those to capture people
when they're researching two different
options or when they're looking to
switch from a competitor's product.
Yeah, I think I can now show
some data that is, I don't
know how you would phrase it.
I was gonna say the argument
for comparison posts, which
is their conversion rate.
And while I pull this up, I should say
something that I've been wanting to
make sure we do with these episodes,
which is just to introduce ourselves.
'cause I think.
We assume everyone already knows us.
So a belated welcome to the
Grow and Convert Marketing show.
I'm Davis, that's Benji.
We're the co-founders of Grow and
Convert, a content marketing agency.
You can read more, join our
newsletter@growandconvert.com or like,
and subscribe this, which we would
appreciate at some point last year.
Meg Riley, one of our content strategists,
uh, and I kind of did created this post.
She did all this analysis, so thank you.
And huge shout out to Meg, which is
we looked at the conversion rate of
a whole bunch of different types of
bottom of funnel content we produced.
So if you're really new to
Grow and Convert, our whole
thesis is that we go after.
SEO keywords that are at the bottom
of the funnel, meaning the act of
Googling the keyword has buying intent.
They're looking to some extent for a
product or service to solve their problem
instead of what a lot of people do, which
is traffic chasing keywords, which are
top of funnel informational keywords.
And so one of those,
there's three of these.
And that's all in our post pain point
SEO category keywords, comparison
alternatives, which is what we're talking
about today, and then jobs to be done.
And what I'm showing is a summary
bar graph of this analysis by Meg,
which is that it has conversion
rate on the left side, which is
conversion rate from traffic to
a product related call to action.
So not converting to an email sign
up newsletter, download an ebook,
but it's usually like a free trial
start or a request, a demo form fill
or a contact us or sales form fill.
Like they're literally like, it's
a, the first step of becoming a
customer and the lowest ones are at
like the 2% range, which are side
category keywords and jobs to be done.
And the two tallest bar
graphs are both in the bucket.
We're talk that Benji is talking about.
He, Benji is loosely calling all of this
comparison keywords, and it includes
both of these, which are comparison
and alternative and versus comparison.
And alternative is things like
Salesforce alternative, if you
are a CRM provider versus would
be Pipedrive versus Salesforce.
Or Z Zoho, CRM or whatever the
reason these conversion rates are.
So, I mean, and, and just for
people listening, the comparison
alternative ones, which is like your
competitor's name, space alternatives,
is the average of the post that Meg
evaluated here is greater than 7.5%.
I, it's like eight point
something percent conversion rate.
I should stop to say that is
astoundingly high for blog content.
Yeah, and again, it go, it, it makes
sense when you think about it, like why
is someone searching for some, like a
company name and then an alternative?
Again, they're looking, they're, they're a
user already or they know of this product
and it just doesn't do exactly what they
need, and so they're looking for another.
Company or product that that
does exactly what they need.
So if you just think about, or,
or, or they may not be a user,
but they just are looking at it.
An example that happened organically
in our own life many years ago is when,
um, I. Maybe this is an embarrassing
story, but when we first started, we
just would sign contracts by dropping
our signature into, I would drop my
signature like in like Mac OS preview.
I would just like put like a, oh yeah,
like an image, a signature in the PDF.
And I think, and I think we had a client
that was like that, that is not okay.
Like something happened where
we needed to use like official.
DocuSign type software.
And I think I went to DocuSign and
I was like, you know, Benji knows
this, but being as cheap as I am,
I was like, whatever the price is,
$20 a month, that's ridiculous.
And I was like, we don't,
we're not like a law firm.
We don't need, you know, like whatever.
And I was like, there's a
bunch of these competitors.
So I just typed DocuSign Alternatives.
I was not a customer of DocuSign,
but I just knew them because they're
the brand leader in the space.
But the conversion point
you're making stands, which is.
I was very much at the bottom of
the funnel, like we needed a tool.
I was ready to buy one.
I didn't, but I was just like, I
just need like a, the simplest one.
Yeah.
I, I actually did a search
yesterday doing this exact thing.
I was trying to find a tool
that does AI search monitoring.
So basically looking at what we
rank for in different LLMs and
someone had sent me an example of
a, a product and I just looked at
that product, an alternative to see.
Are there any other tools that
even do the same thing you typed in
the, their name space alternatives?
Yeah, just to, just to see, because I
was open to looking at other options.
I only was presented with one option
and so I wanted to just see if there's
other products that do the same thing.
And when I searched for that, I
didn't find anything, so I ended
up signing up for that product.
So that, that's kind of the core of the
discussion here is, and, and someone
reached out to you, or this came
up, a reader emailed, but the, yeah.
The core argument is these things
are ridiculously high from our
side of doing them is these things
are ridiculously high converting.
Like if you're gonna do content, if you're
gonna do SEO, they should be at the top
of your list of keywords to go after.
And then what was the counter?
Argument or hesitation that
started this whole discussion?
Yeah, I think she had just mentioned that
my CEO or people that are higher up than
me just don't feel comfortable talking
about our competitors, and so she was
asking how would you make the case to them
that this is something that we should do.
So I think these are extremely high
converting pieces and so it's worth doing.
Yeah, they don't want to
talk about their competitor.
And also I think they
think that mentioning the
competitor's name on their blog.
Is somehow going to drive traffic and
customers and awareness to the competitor?
No, that I think, okay, that's
exactly what I was gonna say.
They're, they're assuming
that the customers don't know
the competitive landscape.
Right.
And that if you talk to, if you talk
about a competitor, you're gonna
share a competitor that maybe does
something better for than you, and
they're gonna make the decision to
go with the competitor over you.
So they're like, almost like, why
would we shine light on our competition
when we don't necessarily have to?
I think it's just like an old fashioned
view of marketing, in my opinion.
Yeah, no, I agree.
Um, it's like, well, this is our blog.
Why would we mention
competitors in our blog?
And, and the Exactly.
Because people are Googling for them and
they're googling the alternative of them.
Yeah.
Well, and and yeah, if you're not
making the argument why someone should
use your product over someone else,
someone else is doing that about you.
Yeah.
And so if, if you're not owning the
SERP for these keywords, someone else
is gonna make the arguments for why
these two products are, or why one
product's better than the other, or
they're gonna create an alternatives
list and maybe not include you.
And so you're losing real estate and
you're, you're losing the arguments
by not talking about yourself.
Yeah.
This discussion is happening
on Google, whether.
You are part of it or not, our
argument is go, go be there
and control that narrative.
So then what we wanted to show was
examples of how to do that using um.
Comparison and alternative pieces
we've written for our clients.
Um, and we're gonna start off
with examples of doing it in
the most chill way possible.
To counter what Benji said is their number
one objection, which is like, oh, like
we don't wanna trash, um, competitors.
I think there's this assumption that
if you're gonna do a. What did I say?
Like Salesforce alternatives and you
are a, you know, some up and coming
CRM or whatever, that in order to do
that, you need to like kind of put down
Salesforce, and that's an exaggerated
example of a massive incumbent.
And I'm, I'm saying hypothetically,
you're some up and coming CRM.
There are situations where our
clients, like the CEO knows the CEO
of the Competiting thing because
they're like, you know, like all in
the same industry or whatever, and
they're like, no, like, I know this
guy and they're gonna get mad at me.
And in fact, that sometimes happens.
Like that's the reality.
Like they, they, they're
not gonna like it.
But let's show some examples
of doing this in a super.
Chill way where you don't
need to trash anyone.
Example number one is our
client Climb, hire cool company.
It is a service business.
I don't know if I'd even call it that,
but basically it's an education business.
Yeah.
That helps people who have, they're,
they're trying to transition from
blue collar jobs into like tech.
As their career.
Yeah.
So they don't, they don't
come from that space.
They're looking to grow
their income upskill.
Um, and so yeah, they have a whole
program that basically trains you on,
I think Google Ads and like I, I like
an IT certification so that you can go
get a higher paying job, essentially.
Yeah.
And the competitor, so the blog post
I'm showing is programs like Year Up.
Like the year and Space
Up is the competitor name.
And so what I'm gonna do is something very
simple, which is I'm just gonna command
F and Type Year Space Up, which is the
competitor name, and I'm gonna scroll
through where it shows on this post.
So obviously in the title.
Then in this like subtitle or
first sentence, um, because
obviously like that's the post.
So you say Europe is a well-known
training program for those seeking
to launch a career in the tech
industry, blah, blah, blah.
There's a bullet that mentions it,
and then in the intro, after talking
about Europe, there's uh, a sentence
that says, fortunately there are
plenty of other programs like Year Up.
I should actually say in the bullet,
there are some things that maybe
touch on this person who messaged you.
What client or CEO, that's hesitant.
It's like a few downsizes of Europe.
This is where there is something
mentioned specifically.
It says it's a popular free option,
but it may not suit everyone.
And then there's four bullets.
The first bullet, for example, is
Europe's hybrid learning format requires
students to live near a physical location.
My argument would be.
We're not trashing them.
That's just literally true.
Yeah.
Most programs require a full
year, Monday to Friday commitment.
The program only accept
candidates age 29 and under.
They're just like plain facts about it.
And I'm gonna show another example
where I think we, we talk even less
about them, and then it just says,
fortunately there are many competing
programs and we're gonna discuss them.
Then if we scroll down past the
intro, there's a sub headline that
says, programs like Year Up Worth
Exploring, and we're gonna compare them
based on this, that, and the other.
Then we get into Climb Higher,
which is our client's name.
There's a climb higher section
in H two, and it just says, we
put ourselves in like the second
sentence of the Climb higher section.
It says, we put ourselves as the
first year up alternative on the list
because we offer something special,
and then it talks about climb higher.
Now I'm scrolling.
I'm scrolling, and you basically
don't see anything about Europe
until another logistical detail.
At like subsection five
inside, climb Higher.
That just says, talks
about the age thing again.
So it says for climb higher
you can be between 24 and 40.
So if you're too old for Europe,
we may still be a fear fit for you.
And that's literally it.
There is no like detailed comparison
of feature saying, we're better.
It's like, here are
some logistical details.
Some people may not qualify, so like,
here are some alternatives, and they
just, you just talk about yourself.
And then again, just think about
what this person is thinking when
they're, they're searching for this.
Again, you're writing this
because someone knows of Europe.
They're looking for another
program for some reason.
And so it makes sense that
you include those things.
Yeah.
Maybe they are over 29 and they're
just looking for another program,
a hundred that they could get into.
Uh, or maybe they, they researched year
up and they realize they're not in one of
the same locations, but they're looking
for another program that can do that.
So again, when you, when you intro
the post that way and you say, these
might be some of the reasons why you're
looking for an alternative, you're,
you're trying to relate to that reader.
And then you're explaining
why you might be a better fit.
And I, I don't think that there's anything
necessarily wrong with doing that or, or
talking negatively about the competitor.
Again, you're just sharing facts
and reasons why someone might
be looking for another solution.
And honestly, like, if you're in
one of those situations where you
wanna be even more, what's the word?
Like gracious towards Europe, you maybe,
you know, the CEO, blah, blah, blah.
You, you could, and you'd still capture
a decent amount of the conversions.
You could put sentences on here.
Like Europe is a, is a great program.
Like we know people there, like
you could write whatever you want.
Like you, you could do it and be like,
it's a great program, this and that.
Like, but sometimes people, things aren't
a fit and here's some alternatives because
my argument there would be like, sure.
If you talk well about Europe, like maybe
some people will, will choose it, but if
you don't write this post, there is this
keyword that people are literally Googling
and then you receive zero conversions.
Even if Europe accepts a few, we're
talking about a branded term for them.
Even though it's an alternative
term, if you just expose, climb
higher to it, you're gonna get a
bunch that you weren't otherwise.
That's totally fine.
Every time you say you're up, I'm
thinking that you're saying you're up.
I know it's made me want to go travel.
It's, it's super, it's super confusing.
Okay, speaking of Europe, here's
a European client of ours spoken.
Which makes software, um, for
speaking of travel, it makes
software for like touring companies.
So you go to Costa Rica and
you get like a, um, you know,
hiking tour from a local company.
And, and that tour company needs like
some software to run their business.
And Boken is one of them.
Um, they're under TripAdvisor.
They're TripAdvisor, their own company.
This post is, uh, eight top
rated Zola, XOLA alternatives.
And so I'm gonna do the same thing here.
Let's do command F and type Zola, so
it obviously appears in the title.
And then in the intro, let's read like
a couple sentences and how it appears.
The first sentence is, Zola is a
highly rated booking management
software for tours and attractions.
There's a little bit of a compliment.
Yeah, for sure.
It helps the credibility when, when
you talk about, yeah, the competitors
that way it's like, look, you, you're
not talking down on the competition.
You're not saying this software sucks.
You're, you're, you're truly saying.
No, this is another good alternative
product that is highly rated.
Um, but then you get into some
of the, the downsides later on.
Yeah.
Appealing more primarily to more tech
and marketing savvy business owners.
Ooh, I hadn't read this when
we were prepping for this.
I. Video benchy, but whoever wrote
this, uh, Meg, that, that's, that's a
a, a kind of, yeah, it's an interesting
way of doing this sophisticated way
to do a slight, it's like a backhanded
compliment, as you were saying.
Yeah, exactly.
Personal religion, you're, you're
saying, you're, you're kind of saying
that it's good for people that are very
tech savvy, but if you're, if you're
not using computers all the time, or if
you kind of do stuff with more pen and
paper, there's likely an easier product.
Yeah, that's really funny.
I love backhanded compliments
appealing primarily more to tech
and marketing savvy business owners.
And it says some of Zola's most
popular features include a homegrown
booking engine to increase conversions,
direct bookings, channel management.
And, and I'm not gonna read the
whole sentence, but she actually
doesn't ding Zola at all.
That's another like totally gracious
sentence of like, here are some popular
features of Zola and, and again,
this is what would make that CEO.
That's kind of.
Or, or whatever, whoever were like
kind of straw manning as the person who
would object to this for this video, I
think they would be nervous about that.
But argument would be like, dude, they're
literally googling Zola alternatives.
Like it's fine.
They're looking for alternatives,
like you mentioned a couple sentences.
Like you said, it makes you seem
more credible and not as slimy.
It's totally fine.
And then she dings them
slightly in the intro.
However, user reviews note and, and
we link in user reviews to a G two.
Um, Zola review page note that
Zola requires the use of its native
online payment gateway as it does
not integrate with other processors.
Again, there's a couple another
savvy things that we're doing here.
We're not saying we think, which
doesn't put boken in any awkward
position, where Zola could be like,
Hey, you guys are trashing it.
We're like literally linking and
saying, users are noting this.
And second.
It's not an opinion, it's just like,
like a specific detail of their app.
It's native online payment gateway as
doesn't integrate with other processors.
It's probably just like factually true.
Yeah.
Additionally, it charges a 1.9% plus
30 cent fee for online bookings.
Also just F true.
So we created this guide to
compare Zola Alternatives, and
then you get into the bcan section.
And Zola's mentioned twice in kind
of the intro of the Bokken section.
Once is Bokken is a popular
Zola alternative due to our low
booking fee, blah, blah, blah.
Some of our lowest in the category.
And then the second time it says, our
comprehensive solution goes toe to
toe with Zola offering features like
booking and availability management.
And it just lists a bunch of features.
Pretty ho hum in my opinion.
Then just like the climb
hire example, I'm scrolling.
I'm scrolling.
I don't see any mention of Zola again, and
we're just going through, and I think here
all she's doing is just talking up some
differentiators that Zola doesn't have.
Again, not not necessarily saying
anything negative about them, but.
Saying, if you care about this feature
set, we might be a better solution.
And you don't even need to do that.
You don't even need to to talk
about it as differentiators that
the alternative doesn't have.
If you're being very cautious,
you can literally just.
Stop talking about the competitor at
this stage and just sell your tool.
It reminds me, I think I mentioned
this in, well, I, I think that
is kind of what she's doing.
I don't think she's necessarily
calling out the differentiators, but
she's saying, yeah, here are some
features people might care about.
And then explaining why this might
be valuable to the business owner.
Yeah.
It reminds me of the story I heard about
some old, like business guru that was
saying in like the seventies or eighties.
He like was in charge of creating some
newspaper ads or something for a, a,
a. Beer brewing company in the Midwest,
and he went and toured their factory
and they were like, okay, here's like
the thing where we do this, and then we
take the beer and we do all this stuff.
And after the end of the tour,
he was like, this is amazing.
Like, this is what we're gonna do.
We're gonna create this ad that goes
through each step of the process and
shows the level of care you're doing
in, in, in, in brewing his beer.
Yeah.
And they said.
And we can't do that.
Like, dude, like everyone
makes beer this way.
This is not unique.
And the, the business guy, the advertising
guy, said Yes, but no one talks about it.
Mm. And I, and I, I've never
forgotten that story where it's
like, sometimes you just just say the
thing, like, just say what you do.
And it's interesting and you have
their attention now it's okay.
Yeah.
You know.
Um, so yeah, so then Zola is just
straight up, not mentioned at
all until we get to other people.
Like the next one is like, you know,
the, the next tool on the list.
So these are the chill ways to do it.
And if you are curious, we have, we can
just do one example, maybe We have an
example of an old past client called Tap
Clicks, which for all the marketers who
is basically, most people that listen
to us tap clicks is like an enterprise.
Think of it like an enterprise, um.
Kind of segment, E type tool.
It.
The keyword we're talking about
is Clipfolio alternatives.
You can hook up a bunch of marketing
data like your ga, your HubSpot, and
like basically any marketing tool you
use, and it'll store all that data
in one place inside your tap clicks
account and let you like analyze it
and create graphs and all this stuff.
And Clipfolio does similar things.
And so the key word is
Clipfolio alternative.
And, and even in the title, it shows
the difference, an in-depth comparison
of clipfolio versus tap clicks.
And here's the difference.
I'm gonna command app F and
type clipfolio, except I didn't
type it right fo again, I didn't
type it right a second time.
How many times does it take?
Okay, and here I'm gonna scroll through
and like this is a different tack.
We still think this is done very tactfully
and not in a way to trash them, but
it is an actual in-depth comparison.
So it says Clipfolio versus tap
Clicks is one of the first H twos,
the key difference explained, and
it goes into clipfolio, and then
it's like the H three number.
The first H three is number
one, portfolios, power
metrics versus tap clicks.
The depth of the data you can pull.
And it, and it just goes into like
how many different data sources both
Click Folio and Tap Clicks offer a
significant amount of data integrations,
which means like, which marketing
tools can you push your data into from?
For example, tap Clicks has
over 250, blah, blah, blah.
The second one is quickly
setting up new clients.
So they're comparing the two and
saying, okay, first, how many
integrations do they each have?
Second, how easy is it to set up?
Let's scroll down third.
And it's like in-depth stuff,
how to create a widget in
Clipfolio versus tap kicks.
Actually, it's just those
two key things, I guess.
And then final thoughts, but this
is an example of something you can
do, and some clients do this, which
is that they don't, they're not shy.
We've had clients be
like, no, like rip them.
They're terrible.
Um, and, and that's a brand decision,
but you can do that as well.
As I'm saying this, Benji, I'm
realizing we've never sat down and.
Looked at the relative conversion
rate difference between them.
Yeah, we, yeah, we've never done that.
Yeah.
I mean, I, I know that they
generally still convert.
I don't know how much higher, and it
would be hard to do that because the
big things that affect, there's too
many, there's so many nuances there.
You wouldn't be able to
do that ahead by that.
Yeah, because there's too many variables.
It's like, like tap clicks for example,
is like expensive five figure annual
enterprise contract type stuff.
It's obviously gonna have way less
conversion rates than, let's say
climb higher, which is almost B2C.
It's like a free program and
or, or some other tool that's
like free trial, 14 days.
It's gonna have way more conversion.
So like, yeah.
But I, I think the main thing
there is just showing up on
someone's searching for that.
Yeah.
Again, you like it, it's almost like a
list post in a sense where if someone's
searching for that, you, you want to
be included in the consideration set.
And if, if you're not.
Showing up, then maybe in the
other posts you're not even being
mentioned as one of the players in
the space, and so I, I think the
key thing is just ranking for it.
The level of detail that you
get into in the alternative in
comparison is kind of up to you.
I think the key thing is just showing up.
I think if I'm in that position.
Of the person who messaged
you or mentioned this wa, was
it her client or employer?
I think it was her employer.
Yeah.
I think.
What I would do, there's a
couple like concrete ideas.
One is I would actually probably type
out a short like outline or example
paragraph to show the kind of skeptical
executive, actually, let me zoom back.
Number one is I would
show conversion rates.
I mean.
How you could ask, show them
our blog post, which maybe some
people would be like, well, I
don't want them to know about you.
That, that's fine.
But like, uh, you can also just talk about
it logically and say, Hey, like a bunch
of people in the industry have, you know,
shown data that this converse really well.
Like, you could do that.
I. And then just give them the
reason, the logical reason.
Like these people are really bottom of
funnel, like they're ready to convert.
And then I would just type out a
paragraph or two if you really wanted
to convince them, like, look, I think
we're gonna talk about it like this.
We're not gonna trash them,
we're not gonna do whatever.
And then just say like,
they're already Googling this.
And if all of that doesn't
work, I would move on.
Well, I was gonna say, I
usually show them the cert.
So when you Google it and then you
show them who else is ranking and
you show them, look, if, if we're not
talking about this, our competitors
are, are ranking for this already.
And so like, yeah, I mean, it's
up to you, but we can lose this
battle to the competition to
just not talk about this at all.
Yeah, that's usually pretty compelling.
Yeah, that's a great point.
I, we have noticed that whenever you
show the serp, like everyone gets it
because there's this like desire, you're
like, Ooh, I like, we wanna be there.
Like, everyone wants to show up
there, everyone wants to rank.
And so you kind of like, it's
like the carrot versus the stick.
Um, but my, just to complete my
thought, the reason I'd say to
give up is like, look like any
of these kind of SEO strategies.
There's multiple ways.
It's not like there's only one
type of keyboard that converts.
Yes, these convert really high.
Like that's the reality.
That's why we're recording this video.
And you, we showed you the
graphs at the beginning.
They're like the highest converting ones
because of the obvious, logical reason.
But there's also others and, and
what we found is, at least from
an agency perspective, and this
probably would be true if you're
an in-house employee, if you show a
bunch of your other work converts.
You get street cred with the organization,
then they're like, oh, like Benji has
a, Benji knows what he's talking about.
'cause he's produced a bunch
of work for us and they've all
been converting really well.
Yeah.
And then you can say, Hey, we're running
out of these bottom of funnel keywords.
By the way, there are these comparison
keywords that we haven't gone after.
Like this could continue to
up these results like that.
The, the results like beget more results
and then people want to keep them going.
And then you've kind of established
that precedence that that would
be another strategy that I would,
I would try to do if, if someone
was really, really hesitant.
The alternative snarky response that
I didn't wanna say is, is to, some
people say online is, get a new job.
You know, they're always
like, oh, it's not working.
Get a new job.
Your career sucks.
Don't do that unless you really want to.
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