Posted by Lee Jackson on Google+ & filed under Content Marketing, Digital Marketing, Inbound Marketing, Lead Generation, Link Building, Online Branding, Search Engine Optimisation (SEO), Social Media Marketing (SMM).

 

Take stock of your website and your business. What’s its Unique Selling Point (USP)?

More importantly, are you able to portray that USP effectively online?

With Google Penguin 2.0 now running rampant brands will need to employ clever content marketing strategies and social media campaigns to attract visitors, generate interest and sell their products and services.

SEO agencies across the country are claiming that it’s harder than ever to rank for keywords now that some of their favourite link avenues have been closed off.

Nonsense, we say. If anything it means a focus on creative marketing and for brands to break free from search practices that may have done their site more harm than good.

After all, what’s more likely convince your prospects to become loyal, regular visitors to your site? A paid link on a website or a piece of eye-catching, creative content that’s entertaining and informative?

 

With Google Penguin 2.0 now running rampant brands will need to employ clever content marketing strategies and social media campaigns to attract visitors, generate interest and sell their products and services.

Image courtesy of TechWyse

Identifying your USP

Type in a search term in Google, Bing or Yahoo! and trawl through the results pages. You’ll likely find a number of sites battling it out for prominence for the same keyword.

Take a look at a handful of those sites that are clustered around the middle SERPs. Are they really offering anything radically different from the sites ranking in the top three positions?

Part of the reason that sites don’t rank too well is because they aren’t offering anything different from established sites in the field. Source competitors and evaluate them against your site and what it provides.

No matter how small or large it may be, take note of all the differences your site has against others in your industry. Are your prices marginally lower, for instance? Even if some are just a few pence lower it’s a great PR opportunity to promote the brand as part of your social media strategy.

Highlight what happens behind the scenes

A lot of people find that the most importance difference they can point to is the care taken behind the scenes, the personality of its staff and how much effort is put into matters such as packaging and distribution.

Create content around the people that make your business function. Movements such as these are core aspects in the running of the business, with a number of brands struggling to promote their team ethic and brand identity online.

The best way to convey to your visitors more about who you are and what your brand stands for is to incorporate it into your content and social strategy.

Create content around the people that make your business function. Interview staff and ask them what the industry means to them, the changes they’d like to see and how your clients can benefit from their hard work.

Transparency is a great way to earn consumer trust and to keep your brand in people’s minds. Post photos and videos through your social channels of your staff enjoying themselves and blog about new stock, new additions to the team and more.

The people who are working for and with you are representative of your brand and its personality. If you feel they’re indicative of your brand’s USP, then reward them by making them part of your brand marketing strategy.

Content marketing and social media

If you’re having trouble on finding your brand’s USP then don’t worry – you can create an entirely new one with an intricate content strategy that revolves around your brand and its areas of expertise.

Complementing it with the right social media strategy can also reap huge rewards and diversify your site and brand against competitors.

Why not create a brand new USP with a creative marketing campaign that people will be willing to share with their friends and family?

Building a creative USP

We’ve already written about how important creative content marketing will be now that Penguin 2.0 has decimated a number of link farms across the web.

Natural, ethical link building still has (and will have for a long time) an important part to play in web marketing. But you’re more likely to earn higher-quality links and more social shares with a long-term content strategy that speaks to your customers.

Take a look at what your competitors offer content and social-wise and look to trump it with a phenomenal presence that won’t fail to get you noticed.

 

Discover your USP and give it flair with a creative content marketing and social strategy.

 

Create a content calendar and plan ahead. If you’re a specialist retailer (entertainment media, fashion and other sectors, for instance) then take a look at your release calendar and build anticipation for upcoming products.

The summer season, for example, is nearly upon us and brands can plan ahead and create content around upcoming releases and their products.

Blog about how the latest fashions will radicalise the industry and which celebrities are wearing those current trends. Complement posts with calls to action – if you stock any of the clothes you mention then link to your clean, content-laden product pages to entice potential buyers.

User interaction and discussion

Get visitors involved. Selling DVDs and entertainment hardware? Create top-10 lists of the best purchases for summer situations – festivals, parties, holidays – and link back to those pages.

But the beauty of good content marketing is that not everyone will have the same opinion. Make sure you have an easy-to-access comment system on your content channels to encourage debate and allow people to leave reviews and comments.

Nothing beats social media for visitor interaction, though, and creating a personable, professional presence across mediums such as Facebook, Twitter, Google+ and many others is a phenomenal way to cultivate new visitors when paired with a creative content strategy.

The bottom line is that a number of successful businesses have a USP that they can promote to customers old and new. Promoting your USP the right way over the long-term online is the best way to attract traffic and improve on-site sales.

Discover yours and give it flair with a creative content marketing and social strategy.

 

To find out more about how your USPs can be accentuated with a strategic online marketing campaign contact the Webpresence team today to find out more.

 

 

2 Responses to “The Critical Importance Of A Unique Selling Point”

  1. Tim Coe says:

    This article is confusing and jargon filled. It assumes the reader has key knowledge and, as far as I can make out, doesn’t have much to do with defining your USP at all, contradicting the heading. Have I missed anything Lee?

  2. Lee Jackson says:

    Hi there Tim,

    Thanks for taking the time to read and comment on my blog. I take your comments on board, but when writing about such a specialist area of marketing then I like to take into account that my readers have at least a basic knowledge of trying to promote themselves online.

    This was written in May at the height of Google’s algorithm changes and subsequent blogs since are much more relaxed and inclusive you’ll have noticed if you’re a regular reader.

    The overriding theme for this particular post though is about having a unique selling point, which to me should be one of the first things to do when marketing. If you’re a baker, for instance, then you can’t really get the taste of your bread across to an online audience so you have to be creative and show what makes you stand out.

    As I point out here that can be done with content (just one of a number of ways) and showing what your team is like, how they work behind the scenes, promoting the camaraderie of the team through social media, and more.

    If you feel the blog is a bit vague then I have to point out that I can’t give away all my secrets for free, after all, especially with search marketing being as technical as it is!

    I’d like to point out another example as well which I saw this morning from BBC sports presenter Dan Walker, when he tweeted his blog about ‘how to get a job in media’: http://www.danwalker.tv/blog#entry1035

    Dan’s career advice in the blog is little more than his own experiences, and doesn’t offer an A to B guide of how to become a famous sports journalist, which again could be argued as being misleading or confusing.

    But his way got him there, and the 200-odd hacks he mentions in his post will have been able to read between the lines and perform his own advice to their strengths – if they really want it.

    This blog was my thoughts at the time on the nature of the beast, which is always shifting, which is why it may come across as confusing. But, like Dan, I hope people find it useful and can read between the lines when it comes to promoting their own business if their previous attempts at SEO weren’t bearing fruit.

    Hope that helps, Tim, and hope you keep reading!

    Lee

Trackbacks/Pingbacks

  1.  4 Case Studies Showing The Good And The Bad Of Branding | Webpresence Inbound Marketing Blog -
  2.  Justifying Inbound Marketing Pricing - A Breakdown Of Costs | Webpresence Inbound Marketing Blog -
  3.  How To Use Incentives To Reduce Your Bounce Rate | Webpresence Inbound Marketing Blog -

Leave a Reply

  • (will not be published)