How to Differentiate Your Small Business - March Roundup
Our theme for the month of March at Indispensable Marketing was “Differentiation.”
You know what I say, “what is it that you do that is both valued and wanted by ideal clients?”
Differentiation is one of my favorite elements of marketing and has everything to do with the way you're going to talk to your ideal client about how your business is different from everyone else who says they do what you do, make what you make, or provide what you provide.
Experience tells me that for some of you this is going to be a challenge, because I'm going to ask you to really look hard at what it is that your clients value and want; what it is that truly makes you different, and it's not fair pricing, a quality product or quality service ... Those are expectations in the eyes of many clients ... so we have to dive deeper into something that an ideal client truly does value.
Having a difference is not only a matter of strategy success, it is a matter of survival.
No difference? No success.
These posts aim to help you, your team, and your marketing service providers better understand everything that goes into having a differentiation that attracts your ideal client.
Want us to define your differentiation for you?
How to Differentiate Posts
How to Discover Your Point of Difference (And Avoid the Crowd)
In my opinion the most important step any business can take is to discover a way to be different. The market needs a way to compare and differ and if you don’t give them one they’ll default to price comparison.
How To Differentiate Your Business in a Way That Your Customers Care About
For owners and CEOs of small businesses a key element of strategy that must be developed and implemented is how you differentiate your business in a way that your customers care about beyond your services.
Being Different Trumps Being Better Than The Competition
It’s a myth that being better than the competition is the way to success, bigger profits and bigger opportunities.
Quite often I’m invited to strategic marketing planning sessions where executive leadership, marketing and sales personnel will sit around the table figuring out how to be better than the competition.
The source of your best differentiation strategy is your customers
If you read the 3 ways below I think you’ll find the common theme is: the source of your best differentiation strategy is your customers.
The Best Way to Claim and Prove Your Differentiation
For over a handful of years now I’ve been developing the marketing strategy and marketing plans for professional service firms and the most claimed differentiation I hear is “our people are what makes us different” and the problem I notice from doing a competitive analysis is 17 other firms in the same market are saying “our people are what makes us different.”
“Why Clients Buy From You” Differentiation Strategy for the Small Business
A huge key to understanding “why clients buy from you or hire you” is asking them. Take five to ten of your clients that are profitable and already refer you. Get on the phone and interview them.
4 Value Propositions Every Small Company Needs
Crafting your various value propositions isn’t a “solve all your problems solution.” But it is the very first step you should take to help great people, partners and prospects gravitate to your company.
How to uncover the thing you do that ideal clients value over competitors
This is a step that may guide every marketing tactic and priority so take your time reading this. Experience tells me that for some business owners and CEOS (even marketers) claiming the thing you do is going to be the challenge not uncovering it.
Don’t claim a brand differentiator because it’s flashy, claim it because it’s true
Every business owner and CEO wants their business to be different in ways that are scroll stroping and eye-catching. And there’s no problem with having that goal but the one thing your differentiators can’t be is untrue.
What Is Your Point Of Difference That Client's Value
Many experts are telling business owners and CEOs of small businesses they need to be different but often ignore this part of the equation. If your point of difference isn’t valued by your prospective clients, it won’t bring you more business.
How to know what makes your small business different from competitors
If you want to know what it is that makes you different, ask your current clients. Often you have no idea how much they appreciate the little things you do. Recently we did some marketing strategy work for a remodeling contractor who swore up and down his key point of difference was quality craftsmanship.
Never Use These As Differentiators
The biggest challenge for most owners and CEOs of small businesses is not being "everything to everyone" and using generic differentiators to appeal to such a broad target market.
Communicating Your Point of Differentiation is Only Half the Battle
Many experts are telling business owners and CEOs of small businesses they need to be different but often ignore this part of the equation.
Life and Death Is In The Minds Of Your Customers
LISTEN .... you have to find a way to differentiate your business from every other business that says they provide what you provide, serve what you serve, make what you make or do what you do.
Differentiation Is The Secret Element For Not Competing On Price
The single most important factor in your marketing is not a website, not a catchy jingle, not a special promotion, not social media advertising, in fact, it has nothing to do with the tactical elements.⠀
The One Step You Must Do To Avoid Competing On Price
While reviewing our marketing check-up with a prospective client the topic of how to avoid competing on price rose to the surface. One important step to avoid competing on price is to know what your competitors are saying.
Secret for any small business to make price a non-sticking point
The secret for any small business to make price a non-sticking point is to offer your service with some remarkable and desirable element that is wanted and valued by ideal clients.
Give your prospects a reason to choose you over price
When you receive emails and calls from someone who’s asking about the experience your past clients had, wanting to know your certifications and licenses, seeking to understand your service and invoicing process, then I truly believe they’re looking for a reason to choose you and your firm over just price.
Are You Choosing To Compete On Price?
Really hate to expose this, but when I'm talking with the owner or CEO of a small business that explains to me, "why they choose to compete on price", it's often accompanied by a statement around, "we all do the same thing" or "there's no secret to what we do".
Solving Your Industry's Well Known Problem or Common Frustration
s there something that prospects in your market fear or seem to believe is universal for what you do? If so, focus on communicating how you have the answer to differentiate your business.
Contact Your Marketing Consultant at Indispensable Marketing
If you’re a small service based business that needs help with differentiating your business or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.