3. Highlight your benefits
Highlighting the benefits you have over your competitor is an effective method of driving conversions and interest in your company. The best way to do this is to create content that compares the benefits of buying your product or service to that of your competitors. Tell the consumer why you are the best choice, and be as specific as you can, so that customers can be assured of your value. Examples of points that could be included in comparative content could be the fact that your laptop performs better than your competitor's, that your candle has a more pleasant aroma or that you have the best customer service in your industry.

Once you've developed such content, you need a strategy to get it in front of your customers. This strategy should include free press-release tools and microsites that customers can visit. Getting your content printed in a publication pertinent to what you are selling is also tremendously useful.

If you create a microsite, buy keywords that drive traffic directly to it. Those keywords might include searches around negative issues in the market where you shine above your competitors For example, your keywords could include "short battery life" if you are promoting a laptop with a long battery life. Your microsite can tell customers how your laptop is superior to your competitors' laptops.

Later in this article, I discuss do-it-yourself PR in detail; this is another important way to help customers understand why you are better than your competitors. Create case studies or write an article comparing your product to your competitors' offerings. Once the content is created, send it out to the editors of product review sites to see if they will publish it. Be your biggest fan, and use facts to show why you are better than your competitors. The point is to give your customers every reason to purchase from you by highlighting why you are superior. Use this method to push the real substance of what sets your company apart, in a positive way.

4. Use testimonials
Let your existing customers speak volumes for you by leveraging testimonials in your marketing efforts. The most important thing that most companies forget to do is to simply ask customers to provide testimonials. People love to talk about a product or service they enjoy, and on-site ratings are gaining in popularity.

Include testimonials on your website, incorporate them into your advertisements and add them to your email signatures at work so that everyone you interact with sees the good things people are saying about your company. Potential customers that see positive reviews about your product or service are much more likely to purchase, especially online. We are living in an era where customer reviews are prevalent and influential to customer purchase decisions. If your customers are not familiar with your company or brand, let your satisfied customers help you in the sales process by giving their thumbs-up for others to read.