Whether your business is solely online, or you’re working both physically and virtually, a USP is going to be the main thing that helps you to establish a place in the market. It’ll help you to find your groove, and do your branding just right, to ensure the right clients are coming your way in their droves.
But before you get to this point, you’ve got to work out what your USP actually is, and that can be easier said than done. But even so, it’s not impossible to do when you’ve got a spare half hour and the energy to brainstorm, and that’s something we can help you with.
Know Your Customers
Your customers are the people that’ll appreciate your USP more than anyone else, including investors and rival competitors that might stand in your way. As such, it’s a good idea to focus on them first, and really work out what they want from a company like yours.
Send out some surveys, build a mailing list, put together a focus group – these can all help to get the feedback you need here. And once you have this feedback, you’ll be able to really hone what your company does best, but more on that below.
Know Your Competitors
Next up is the fact that you’ll have quite a few similar companies to run up against, and you need to know them inside and out as well. A business is never alone and isolated when it comes to the market, and to find your USP, you need to know what’s commonplace.
So, take a look into any of your competitors’ history; how did they start out, what have they done well, what’s their stand out product, etc. Answering questions like these forms the basis of learning your USP – namely, not only what you can do differently, but also what you can do better.
Know What You Do Best
What you do best can be a hard question to work out. But as long as you know who you’re serving, and who you’re up against, you’ll be able to split your day to day operations into two different columns: normal and special. Because there’s going to be something you do that no one else does, and you’re going to do it so well that customers are going to want more and more from you!
For example, the digital marketing industry can be an oversaturated one at the best of times. However, if you think about who you mainly work with, and who gives you the best feedback, it won’t be hard to pick out a niche. Indeed, moving into the digital marketing for law area of such a big industry could land you some very profitable, long term clients that’ll turn your small company into a big success. Now that’s a good USP!
Finding a USP can be done, ultimately, in the three steps above. Work through them in order, and see how your marketing can improve.
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