Communicating Why You Are Different Can Build Your Business
By: Yetta Blair
The most powerful marketing strategy is not social media,
direct mail, television, or publicity. It
is instead, uncovering and then communicating what makes your business
different from every other business that says they do what you do.
If you want to build your business and increase sales, a
good place to start is answering these two basic questions; why should
customers choose your business over the competitor and have you adequately
communicated what makes you different to your customers?
Why should a customer
choose your business over your competitor?
When trying to figure out why a customer should choose you
over the other guy, start by looking for ways to claim a unique point of difference
over your competition. Some clues to uncovering your difference could be
looking at your best clients and figuring out what elements exist with
them. You could even ask them why they
chose to work with you, why they stay with you and why they refer you. You can also consider asking yourself the
following questions:
Product/Service: Do you offer a product or service that is unique and trendy that only your business is associated with that offering?
Market or Niche: Have you carved out an industry and become the dominant player in that industry?
Customer Service: Do you offer unmatched customer service? Do you go above and beyond a customer’s expectations?
Guarantee: Do you offer a guarantee so strong that no one else in your industry is willing to match it?
Pricing: Do you offer better value in pricing? People who buy professional services want a professional so providing professional services at a fair price that is value driven (not necessarily the cheapest), is a good way differentiate yourself from the competition.
Do your customers
know why they should choose your company?
Once you have figured out what differentiates your business
from the other guy, all your advertising and promotional materials should be
centered around communicating that difference. You can’t expect your customer to seek out and
know the difference. You need to tell
them. And keep telling them. Over and over again, you should tell them. Here
are a few ideas to consider when getting your message out:
Create an infographic. Since 90% of buying decisions are influenced by visual factors, don’t forget to promote your message with visuals that grab your customer’s attention. An infographic can be a fun way to do this.
Include it on your website. Sounds simple, but you don’t want to forget this option even if it means an update to your site.
Social Media Engagement. Create a dialogue with customers about what makes you unique using your social media platforms.
"70% of consumers prefer getting to know a company via articles rather than ads."
Content Marketing. Content Marketing is a compelling way for a business to get what is unique about them in front of their customers. With content marketing you can engage readers with relevant articles that educate and at the same time, entertain and deliver value. You can create a company magazine to engage in content marketing along with a blog. Both complement each other perfectly and by offering content in both print and digital formats, your message can reach your customers wherever they are.
