There are many marketing aspects related to running a modern business, as a business owner you need to be aware of the features of your business that are marketable and can attract customers to help expand your business.
A key part of both marketing your business and selling your products or services to customers is knowing what your businesses USP is and effectively informing potential customers what that is.
To see how you can find your businesses USP, we spoke to Buzz Carter who is an Online Marketing Manager for UK-based online homeware retailer DotcomBlinds, to speak about how to identify and market your business’s USPs
First Things First – What Is A USP?
“A USP is a businesses Unique Selling Point, pretty much what sets your business apart from other businesses” Carter says “For potential customers and clients, it’s important that they know what your business can provide that your competitors can’t before they commit to spending money with you”.
This shows that having a unique selling point for your business is incredibly important to keep your business in front of customer minds and help persuade them away from dealing with your competitors.
How Can You Identify Your Business’s USP?
“To identify what your company’s Unique Selling Point is, you’ll need to have a great knowledge of both your business’s offerings as well as your competitor’s offering” Carter informs us “Knowing exactly what you can offer, versus what your competition can offer is usually the key to discovering why customers should choose your company over any others.”
So, a certain level of competitor research is required to know what your USP is, but sometimes your customers may help you discover it, with Buzz Carter adding “Listening to your customers is also a great way to find out why people opt for your services, if you know why your existing customers use your business, you can usually parlay that into attracting new customers”.
But whatever your business’s USP is, it should add value to your potential customers experience where your competition fails, Carter comments “Here at DotcomBlinds, we noticed we were getting more orders than expected for our larger sized product ranges compared to normal sized products, we discovered that for most of our window shutters and blinds, we can produce them at larger sizes than most competitors, which gave us an audience to target and a USP to run with instantly”,
Mr Carter noted that since putting more marketing strategy on their larger window blinds products, they experienced a massive uptick in sales as no one else, but DotcomBlinds could service the needs of customers with larger windows.
How Can You Market Your USP?
Once you have identified your business’s unique selling point, you need to market around that, Carter informs us “Once we identified that larger sized blinds were a USP for DotcomBlinds, we made our larger sized products a crucial part of all of our marketing efforts to increase awareness and bring in customers”
By making your USPs integral to your brand’s identity, you make it abundantly clear to potential customer that they have a specific issue that needs to be dealt with and that your company is the only one who can effectively resolve that problem.
Building your business around your USPs also adds an element of future proofing to your business as Carter adds “Now that we’re associated heavily with larger sized products, we know that even if our competitors can eventually match those larger sizes we offer, we’ll already have a built in message that we are the place to go for larger blinds, helping us secure that business for years to come”
