4 Ways to Identify and Develop Your Unique Selling Proposition

4 Ways to Identify and Develop Your Unique Selling Proposition

If you want to distinguish yourself from the competition, it’s important to identify and develop your Unique Selling Proposition (USP). Put simply, your USP is a summary of what is unique about your business and how your business adds value to your current or potential customers.   Your USP can also help you identify and narrow monthly or yearly goals. When you understand how you’re different (and hopefully better) than the competition, you can establish goals and marketing initiatives that help you grow. Your USP: Why It’s Necessary Put yourself in your customers’ shoes. Sometimes there are too many choices, making it difficult for you to know who to trust with your hard-earned money. Do you choose the first option to pop up on your Google search? Or, when doing your research, do you choose the company that will add value that its competitors can’t add?   Understandably, your business’s USP is vital because it shows the customer why you’re the right company to choose and in what ways you’re different and better than the competition. #1 Conceptualize Your Business and the Competition Before you can develop a USP, you’ll need to spend some time brainstorming. Ask yourself — and then write down — what makes your company unique, what your ideal customer’s pain points are, and how your product or service addresses those problems. If you’re struggling to figure out what makes your company, product, or service unique, just throw down ideas whether or not you assume them to be “good” ideas. You might find that your business is unique for some seemingly insignificant reason, like the way...
Your 90 Day Post Covid Marketing Roadmap

Your 90 Day Post Covid Marketing Roadmap

The first quarter of 2020 brought us an unprecedented situation with a global pandemic that shut down parts of the country and created economic uncertainty and record unemployment. For a lot of businesses, that meant taking a new approach to marketing.   Now, more than eight months into the pandemic, the road ahead is clearer than it was then. With multiple new vaccines announced and an end in sight, we still have a rough road ahead in many ways.   So… the big questions are:   What will businesses be doing to get back on track? What will the new normal look like? What are the ideal first steps (in the next 90 days) to set your business up for success?   With that in mind, I have some thoughts on what you can and should do in the next 90 days to get (and keep) your business on track for success. Audit Your Marketing Plan The first thing I suggest is a thorough audit of your marketing plan. A lot of companies hit the pause button — or drastically reduced their marketing spending — when the pandemic hit. For obvious reasons, that’s not a long-term strategy.   I suggest creating a short-term plan that takes the current climate into consideration, and then mapping out some long-term plans as the situation evolves. With COVID cases spiking in the final quarter of 2020, we’re not in the “after” yet — but it’s getting closer every day.   Evaluate Your SEO   In the early days of the pandemic, you may have been reluctant to drastically rethink your SEO, both on...
5 Marketing Trends for the Covid-19 Era

5 Marketing Trends for the Covid-19 Era

Who would have thought that a global pandemic would rock 2020? Just four short months ago, life was plugging along as usual, and businesses were implementing their 2020 marketing strategy to reach their yearly goals. But then, all of a sudden, COVID-19 had us hunkered down in our homes, just trying to figure out how to keep business afloat amidst so much uncertainty.   In this article, we’re going to discuss some of the latest, COVID-era-induced marketing trends that deserve your consideration. Hopefully, you’ll find some tips for pivoting your marketing strategy to reach both old and new customers in new ways. #1 Create Featured Snippets Even if you’re unfamiliar with the term, “featured snippets,” you’ve undoubtedly encountered them — most likely daily — when you’ve typed a question into Google Search. When I searched, “What is a Featured Snippet?,” I got — you guessed it! — a featured snippet or short “answer box” at the top of my Google search results. Check it out below!   For virtually any question you ask, Google will provide an answer at the top of your results page. So, what do featured snippets have to do with marketing? Well, they have an 8% click-through rate, which means an increase in traffic to your website. If you want your snippets to be featured, simply create content that answers the specific questions that your audience may have. Your goal is to get Google to choose your featured snippet when people ask questions related to your field.  #2 Offer Online Purchases E-commerce is where it’s at. Why? Because in-store shopping is not (at least for...
How to Grow Your Business with Geofencing

How to Grow Your Business with Geofencing

Geofencing is one of those things that can sound intimidating if you don’t understand it. That happens with any new technology. It’s unknown and sounds vaguely expensive, and you might think that you need a lot of experience to figure out how to incorporate it into your marketing. I get it. But geofencing is a strategy that I think small business owners should be using — and you can’t use it if you don’t understand how it works and have resources to help you implement it. With that in mind, here’s the breakdown of what geofencing is, how people use it, and the resources you need to grow your business with it.   What is Geofencing?   Geofencing is technology that draws a virtual fence around your business. You can specify the fenced area, which may be the shopping center where your store is located, a parking lot or garage, or even a larger radius around your store. When customers enter the perimeter, they’ll receive a notification that provides an incentive to visit your store. Geofencing is an enormously effective marketing tool. To give you an idea of just how big of a difference it can make, here are a few stats to chew on:   80% of shoppers say they are willing to receive location-based messages. Over 50% of consumers who receive a location-based notification from a store will visit the store. 72% of people who open the notification will follow through with a purchase if a CTA is included.   That last statistic is interesting because it indicates that you can benefit from geofencing even if you...
6 Reasons To Include Content Marketing In Your Strategy

6 Reasons To Include Content Marketing In Your Strategy

You’ve heard it before: “Content is king.” And while other new marketing techniques may have your attention, content marketing is still a big player when it comes to bringing in customers and establishing credibility in your industry. Below, we’re going to talk about 6 reasons to include content marketing in your strategy. Let’s get straight to it. #1 Build Trust and Credibility Content such as how-to blog articles, podcasts, case studies, or interviews allows you to show off your expertise in your niche and help your potential customers at the same time. Content marketing will not only build your credibility as an expert, but it will also help you build trust with your audience which is essential for brand loyalty.   Make a list of the problems or pain points that your target audience experiences and develop content that helps them find solutions. And don’t use your content to sell, sell, sell. The purpose of content marketing is to help customers and establish your brand, which will lead to organic sales eventually anyway. #2 Build Brand Awareness Do people know about your products or services? Do you have a reputation in your niche? If not, content marketing can help you change that. When people land on your website to get answers or find solutions, you increase brand awareness organically. Use your content to showcase your expertise, as we said above, and to increase traffic to your website. It’s a win-win. #3 Get More Leads, Keep More Customers It’s all about generating leads, right? And content marketing allows you to reach a pool of customers who might have otherwise not...