As a small business owner, you likely struggle to get your message heard among your target customers. They are bombarded and overwhelmed with many options every day, and they need help finding the right match for their needs. Sending run-of-the-mill, blanket marketing content isn’t enough. But what can you do to make sure your business stands out as something special? You must first discover the characteristics that set you apart and highlight them in your small business marketing.
Determining What Makes You Unique
Identifying the things that your business excels in, or what makes you special (commonly called a unique selling proposition), can truly take your business to the next level of success. After all, if you don’t know your company’s USP, how can you know where to focus your marketing efforts? The money you spend attracting customers will be better spent highlighting your company’s unique strengths.
How to Find and Benefit from Your Business’s USP
When you can articulate in words your USP, you can better steer your marketing strategy and attract the customers you want. Below are some methods you can use to guide you to a clear, useful USP.
Be Specific
Basically anyone can say that they offer the best customer service. You need to delve deeper into what makes your practice or business truly different. Go beyond the obvious markers, and you can discover aspects of your business that distinguish you from the competition that you can then use to attract more customers.
Ask the Right Questions
It can be tricky to think of a USP without some guidance. Here are some examples of questions that can lead you to verbalize your company’s USP:
- In what way is your company the best at what you do?
- Do you offer services that others in your field don’t?
- Do you have a niche, or special qualifications, within your industry?
- What void does your business fill, or, in other words, what problem does your business resolve?
- What do people dislike about your industry, and how does your business fix it?
By answering these questions with specific answers, you can discover the trait that you can use to target prospects for your business.
Be Willing to Create Something New
In some cases, you may need to be inventive with what makes your company stand out from the rest. In fact, you may even have to literally create a characteristic, service, or position that makes you unique. For example, if your dental practice is the only one in your area that is in-network with nearly all dental insurance companies, you should definitely make that fact known through your marketing strategy. But perhaps you may also want to have a dedicated staff member to handle insurance questions and claims and use that to bring even more patients!
Ultimately, every successful business has something unique to offer. The trick is finding it and sharing it with your customers. That way, you can get a better return on your marketing investment and see exciting results in your business’s bottom line.
About Strategic Marketing Solutions
Although there are many marketing companies out there, Strategic Marketing Solutions only services small businesses and helps them target local customer bases. We also believe in being completely transparent and share hard data to show our clients how we’re performing. In addition, we offer experienced expertise on geo-fencing, SEO, and direct mail marketing to attract the right kind of customer for your business. If you have questions about our company or our services, you can contact Strategic Marketing Solutions by clicking here.