Being part of an industry is like being part of a club. You get the good and the bad that comes along with that association. If you’re part of a booming industry, you might get some extra attention. But if you’re in a space that is under scrutiny, you will also be put under that same microscope with consumers. Creating a product to satisfy a specific market is a key part of your marketing strategy. When competitors have shaken that market with negative press, it’s important to remember to these 4 things:

1. Differentiate yourself from the competition

Show the industry who you are, and stand by that. You need to be ahead of your competition, in all senses. Having a competitive advantage in your industry will help be the catalyst to you becoming a leader in your industry.

2. Understand what makes your brand better and unique

Get to know the ins and outs of your brand. Know the industry. Ask yourself a question: If I were the customer, why would I choose this brand? Find the niche or the specialty that your brand provides and just excel at it. Be the best you can be at that, and you'll find yourself marketing your brand/product with ease.

3. Add credibility and trust to your online presence

Click-bait, cluttered pages and pop ups are a no-go. It’s probably the most effective way of losing your customers trust. There are ways to really shine bright among your competitors in the industry, especially with your digital presence. Keep your web page neat and clean, and try to keep the spam to a minimal. Trust is a key element to marketing. An Entrepreneur article wrote that “Trust is marketing's new currency”. There is a strong correlation between trust and conversions. Trust me, it boosts sales!

4. Know your customer and the best ways to connect with them

Make sure in whatever way you're marketing your brand, there is a way to get engaged with the customer. Whether its on your web page, social media or even an out of home ad there should always be a way the customer can get back to you. But hearing a customers suggestive feedback is always right. It can help you create a roadmap to make your business more consumer friendly, and give the people what they want and how they want it.