Wayne Lockwood: How to Show Off Your USP (Unique Selling Point) and Gain Conversions

A unique selling point (USP) defines your company, highlights the advantages of doing business with you and sets you apart from the competition. It also gives your company focus, because you won’t try to be everything to everyone. To reap the best business benefits, you need to fulfill your own unique USP.

Today’s business landscape is oversaturated in nearly every industry. For example, if you sell web hosting services, you have a lot of competition, and there are only so many ways to differentiate yourself. The best thing to do is to survey your competition. What is the USP for each of those businesses? How can you stand out from the crowd, provide something unique? Your USP can be anything from the best customer service around to a specific specialty area.

In this blog, I’ll explain five ways to show off your USP to gain conversions and stand out from the crowd.

1. Solve a Problem

One of the best ways to differentiate yourself from the competition is to solve a problem for the consumer. For example, if you run a blog about jewelry, what is one issue that people who buy or own jewelry have? Perhaps it is figuring out what their jewelry is worth and you can offer an online estimate tool.

Figuring out a problem to solve is as easy as polling your current customers. Ask them what questions they have. You also can search on forums related to your topic to see what people are posting and asking questions about.

Take the meal kit delivery service, Blue Apron, for instance. Their USP is, “Fresh Ingredients, Original Recipes, Delivered To You.” They have provided all of the ingredients in the right proportions to take all of the guesswork and grocery store headaches out of cooking.

2. Collaboration

Even though you might think you should just stick to a single niche, sometimes the way to differentiate your business is to collaborate and provide one or two solutions even better than one company could offer alone. Being one of the first to offer A and B will be your USP. Your selling point is being a one-stop solution for both things.

You have a couple of options here. You can either bring both solutions to the consumer yourself, or you can collaborate with another company to offer a package deal. The key here is to bring two solutions or benefits to the table for consumers. If you can do it for a reduced price, so much the better.

One example of such a collaboration is the Honeywell and Lear Corporation. The two companies have come together to try to create some security solutions for autonomous vehicles. One concern consumers have about automated cars is the possibility of hacking into the computer system. The two companies are working together to overcome this concern and provide security to companies who build these cars.

3. Make Your Proposition Visual

Visual marketing is powerful. 37% of marketing professionals indicate that visual marketing was the most critical type of content for their business marketing. According to FastCompany, this is likely because site visitors share and remember more images and info on social media.

Another advantage to creating a visual element to your USP is that you show other businesses instead of just telling them. So, instead of just telling another company your USP, you would perhaps provide a detailed chart or image.

SpeedPro doesn’t just show off which products they provide for other businesses to grow through text, but they also make the entire process visual for the business owner. If a business was looking for an event graphic, they could see at a glance what types of items SpeedPro provides.

4. Find a Specialty

As a business, it is crucial that you find a niche area. This allows you to really hone in and specialize on that one unique area and develop a USP around it that will let you come up with unique taglines, marketing materials, and advertising that shows off your expertise in that area.

You can find your niche by thinking about what you do best. Next, look at your competitors who offer the same thing and figure out how you can specialize even more. What is still unique about you or what can you make unique?

Just because you have a specialty area doesn’t mean you can’t ever branch out, though. It’s okay to grow your business and offer more products and services, but always consider how they meet your USP and how the new additions can shape your business and allow it to fulfill its potential. Once everything is running smoothly with the first niche, you can add more.

Intermedia offers cloud IT management for businesses with a niche focus on cloud-based business IT services. They seem to have figured out that a problem for medium-sized businesses is managing their IT needs and have come up with a simple solution.

5. Staying Current

When it comes to showing off your USP, you need to stay on top of the newest trends and ideas in your industry. It doesn’t do you much good to hit a unique point only to discover that no one cares any longer. Or, your competitors may be copying what you do, making your unique selling point not so unique.

However, if you’re consistently studying the markets, new trends, interviewing customers and potential customers, and watching the competition, you will always be a step ahead. You’ll come up with new ideas faster than your competitors can copy your ideas, which is key to your success as a business owner.

Flowcrete offers some interesting flooring options, particularly for businesses. One way that they keep their site current is to provide a flooring blog. The blog is mostly a collection of short stories written for B2B decision makers. They show customer projects, share reviews and offer inspiration. It’s a pretty unique and interesting take on a blog.

Define Your B2B Business

Defining your USP is vital for both business growth and developing brand loyalty. Because you’ll have a narrow focus, you can concentrate on building your customer base within that niche. A clearly-defined USP is one that will stay with possible customers. When they need that specific need filled, they’ll think of you first, and you’ll watch the conversions roll in.

What is your brand’s USP? Has it changed throughout the development of your company? Tell me about it in the comments.

The post How to Show Off Your USP (Unique Selling Point) and Gain Conversions appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.