Why do customers come to your business instead of using your competitors? If your current business website and marketing materials do not answer this question, then you may be losing customers to your competition.
A business website should reveal the biggest benefits of using a particular company, product, or service. Coming up with a Unique Selling Point (USP) can help a business to plainly state its value and attract more customers.
Similar to a tagline or motto, a USP is a brief sentence describing what sets your business apart. Developing a unique selling point can be a rewarding marketing exercise for new business owners and business veterans alike. Businesses can include a USP on their homepage, social media profiles, and throughout their marketing efforts. It is also a handy way for owners and employees to verbally describe what they do. For example, “I work for the highest-grossing real estate agency in Tucson,” or “I work at the only family-owned 24/7 pet-boarding facility in Oro Valley.”
Here are three questions to ask in order to develop a USP for your organization:
- Who are my customers? – Knowing your target audience and understanding their needs and values can help to narrow down your business’ USP. For example, if your customers are parents with small children, then safety might be part of your statement.
- What unique processes, technologies, or services does my business offer? – Does your business offer one-step checkout on its online store or a 365-day exchange policy? Is there something special about your product packaging, or commercial space? Make a list of these unique items and consider which of these processes or factors is most relevant to your target audience.
- What claims do my competitors make? – Avoid USPs that are already in use by competitors. If there is already a local accountant touting her sliding-scale fees, then you’ll have to focus on another factor that makes your accounting business stand out.
Does your current website represent your business effectively? To improve your online marketing, contact Anchor Wave in Tucson. Our experts can increase your business’ online visibility with SEO, social media, web design, e-mail marketing, and more. Contact us today at (520) 622-3731.
