You need to identify the unique selling proposition of your business before you start doing internet marketing for that business.
Let’s take an imaginary example to see how this plays out in internet marketing:
He runs a food gift basket business and ships nationwide. It offers overnight shipping as well as the other shipping options that all food gift basket companies offer.
If you don’t want to compete on price, and wouldn’t recommend it as a USP for your particular business, what could you offer that makes your baskets stand out? (We assume that the photos of your baskets that appear on your website are just as beautiful as the photos of other companies’ food gift baskets on their websites.)
Here is a possible USP for health-conscious clients:
Include the ingredients for each item in your baskets, maybe even the calories for each item. And it offers gluten-free food baskets for those who are delighted to have this option. Plus, you’re more than happy to swap products for other products in your featured sneakers. This is a very important benefit for people who may be allergic to only one ingredient, such as carrots.
Now you can definitely create a promotional campaign around this unique selling proposition. It promotes your company’s focus on catering to the different dietary considerations of a wide range of people, including offering regional and ethical food options in your baskets.
Now you might be saying: That’s good for an online business, but what about my traditional business?
How about your example as a children’s dentist in a big city with a lot of competition? And the competition features cool video games and other electronics that fill the waiting room with loud noises that drive parents crazy.
You can position your PSU as the “silent waiting room child dentist” and promote it on your website and in your social media marketing.
How would this IP work and still keep the kids busy?
Headphones and small video screens placed on each chair in the waiting room. Children are delighted with the ability to make their own entertainment choices, and with the added benefit of not having to share with their brother or sister. Parents are delighted to have some peace and quiet. They can also plug in or use their own quiet electronics to keep up with their own projects.
To come up with a compelling USP, you may need to dig deep to identify profit opportunities that aren’t obvious at first.
If you have a compelling USP, you can use numerous internet marketing strategies to promote this USP.