Our new quarterly theme is ‘Optimise Online’ where our focus will help you stand out from your competition online.
We will be looking at Domain names, why you need a great website, how to get more traffic to your site, blogs and why you need to write them, SEO tips on how to maximise your Google ranking, managing your Google My Business listing and the power of Testimonials.
But before you get a website you really need to be clear on your points of difference – what sets you apart from everyone else in your industry. Without spending some time doing this analysis you run the risk of creating a website that is like most of them for your industry – boring, same same and nothing more than a glorified business card!
Having a Unique Core Differentiator (UCD) gives you a fighting chance
It’s the differences your potential customers perceive about your business that make them want to buy from you rather than somebody else.
A Unique Core Differentiator is a critical strategy to help your potential customers clearly understand the added value your business can provide – the things that really set you apart from your competition.
It could be:
- A unique product or service offering.
- A superior customer experience.
- A strong brand reputation.
- A technology or process that you developed.
- A commitment to social responsibility.
Your Unique Core Differentiators can make the difference between being a contender and being a champ. In one statement it tells prospective customers exactly why they should buy
from you and reminds current customers why they continue to deal with your business.
A well-formed differentiator targets the hot buttons, real buying concerns or key frustrations of your customers.
How do you find out what those key issues are?
Talking to your customers in a structured way, on a frequent basis, with specific outcomes in mind lets you focus your energies on creating an experience that will keep them coming back to you instead of your competitors (as well as referring new business to you).
We recommend you conduct frequent Customer Advisory Boards (CAB) to do this.
NOTE – a CAB is a special meeting we organise with a select group of you customers where we ask them a series of questions which subtly critiques your business and provides you with amazing insights on how to create a UCD (but also, they give you first-hand feedback on areas to fix – things you may not even be aware that need fixing!)
Reach out to our Team on 55612643 if you would like to explore this further.
Have a great day!
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