With lots of strategies involved in sales and marketing that align with your inbound marketing channels, there is a big chance to forget one of the important steps in marketing – to craft your unique value proposition.
Remember that people will visit your site and you have two seconds to grab their attention through your title and other elements of the landing page. So it is very important to serve your readers with the finest and crafted value proposition.
What is Unique Value Proposition?
To define unique value proposition, let’s first identify what is not a USP. Often times, we connote USP as the mission statement or tag line or the statement that we can create and forget about afterwards. This not true, mission and vision statements can only be influenced but not the direct definition of USP.
Unique proposition must answer the why of your business. This pertains to why your customers should buy from you and not from somebody else. In other words, USP is the object that separates your brand from others.
To create a compelling USP, you must understand the four main elements which will define and test your value proposition.
Elements of a Unique Value Proposition
A specific customer segment allows you to focus your marketing efforts on those types of buyers that will benefit your service and are most likely interested with your brand.
I covered in this post how you can identify and directly engage your customers through different marketing channels and systems.
Type a keyword/phrase in the search bar of this site to find questions that have been raised several times by your audience.
Participate in forums and Facebook groups. There are some people who ask for help on how to use a particular product or service. Get all their questions and copy them to a Excel document. Label them according to where you get the idea i.e. Twitter, Facebook, Forums sites, Q&A.
Now that you have a list of problems or issues in your community, you are now ready to solve them. How?
Create a killer content. “How to”, “tips” and “advice” are some ideas you can write about. If this is something that catches the interest of your readers because it informs, educates or solves their problems, they will link to you and follow you on your social accounts.
Tip: When you create a killer content, put a caption below that says, “Link to us/follow us on Twitter”. It fosters engagement and increases your customer base.
Call-to-actions and headlines targeting the hottest issues increase your click through rate and leverage your readership and customer base.
Sean Patrick Si wrote a post on how strong eye-catching words can grab the reader’s interest and affects SEO.
How do you know if it is a killer content? If the content is:
- Relevant and specific
- Hits the head and the heart of your people
Webinars and teleclass that have Q&A portions at the end are best to generate shares and links.
SEO Gadget recently cited three examples of great content marketing in competitive verticals. They cover four elements that best describes how they are able to get more links in just a short period of time.
- The audience
- What gets them excited
- The problem to solve
- The approach
Creating a killer content, replying to customers’ emails, participating in forums, blog communities, Q&A, and engaging your customers through social media are effective arsenals you should apply in your marketing campaign.
Identify your competitive advantage over your competitors. Study successful companies of all types and forms. Seek to understand what value they provide to their audiences.
Being the best in price, shipping terms and selection are not enough. Find things that separate you from the competition.
Contact your high influencers. Ask if they can endorse and recommend your brand as part of their services. Partner with other companies. Ask if they are interested to use your product/service in exchange of a press coverage or product review. Neil Patel grew Crazyegg’s users up to 100,000 with only a $10,000 budget through business partnerships, press and conferences.
I’d like to share this presentation by Mark Acsay. He discussed epic contents of popular influencers and shared some content generation ideas that can multiply your engagement and promotion tactics.
Let’s move on.
If a new issue or field opens up, be the first to write about it. New links on the web can go to the sites who have already acquired many links. The early you cover the topic, the more chances of getting links and links that lists your site on top results of search engines.
Take note that the content must be new and worthy of being read, shared and linked to by everyone.
You can check out this guide on how to use content marketing to generate more leads.
People are now looking for proof to ensure that they get real value from your services and/or products.
Gather social proofs through testimonials of how well you solve a particular problem of a client/customer. Installing a plugin like Twitter Widget Pro would display your twitter profile and twitter feeds. This can help your audience see the number of your followers and the content you usually shared.
Make a contact form that can ask feedbacks from your customers. Ask for feedback/suggestions below the emails you send to your subscribers.
You can see testimonials of Neil Patel in several places of his site that give idea to his readers how he helps his clients generate more traffic and conversions.
People buy a result, solution or benefit. They get your services or products based on their beliefs and perceptions about your brand. Case studies of how you help your customers are good indications of your performance.
How to Find Your USP
Use SWOT Analysis
This refers to your strengths, weaknesses, opportunities and threats you notice about your brand. I cover this concept on my post about customer driven marketing strategy.
If you are running a business whether big or small, your personality can make a big difference in your marketing results.
Create your own persona that resonates your people and can compete with other businesses with the same niche as yours. Rand Fishkin is a great example of this approach. Check out my upcoming interview with this brilliant guy. J
Do a research and analysis about your unique proposition
There are four types of research you can test to see and define your USP.
- Industry research. This refers to an in-depth analysis of the marketing strategies – marketing materials, products and websites of your competitors.
- Prospect research. Look at the good and bad reviews about your competitor’s product as well as your own. Issues may include bad tech support experiences, billing complications and delivery problems.
- Customer research. Use a brief survey to get some feedback from your best customers. Offer an incentive for them to fill out the survey form.
- Product Research. Analyze what areas of your products satisfy your customers. Determine the best features that can be added up to your product to improve its quality and gain more positive reviews.
Ask questions to your customers.
Download this free template by Duct Tape Marketing to interview your local customers and see what differentiates you from other brands.
How to Test your USP
Spend few hours to test what is working and what is not on your USP strategy. Here are some ways to test your value proposition.
Your landing page is a good place to test your USP. Test different places to put your call to actions on your landing page. See which test yields best results in terms of sales conversions.
Here are few resources you can read to learn more about A/B Testing:
- 7 A/B Testing Blunders That Even Experts Make
- Answers to the 19 Most Frequently Asked Questions About A/B Testing
- How we made $1 million for SEOmoz—with one landing page and a few emails
Pay per click advertising
Use Google Adwords or Facebook ads to your pay per click advertising. You would split test ads with different value propositions that target the same customer. The ad with higher click through rate is the better option to grab your customers’ interests.
Meet new people at networking events
If you want an efficient way to test your USP, try to meet new people at conferences and seminars. You’ll be able to see how people respond to your brand. Based on their responses, you can make slight adjustments about your product/service.
Your unique value proposition is a mandatory requirement if you want to achieve success with your inbound marketing campaigns. All aspects need to fulfill your UVP. You just have to define and test each element of USP to get big results for your brand.
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