Business differentiation strategies are essential to help a business stand out in the marketplace. When looking for a business, it’s easy to get swept up in the Google search. No matter what you’re looking for, there will be hundreds of businesses waiting to sell you their product or service. While this is great for the consumer, sometimes it can be hard to make your business stand out from the crowd. This is why you need a differentiation strategy that is rock solid in order to attract the right buyer.
The best business differentiation strategies seek to separate your products and services from your competitors. They highlight not just what is good about your business, but where it excels. Experience is key here: it’s no longer just a matter of a good price or product, as 80% of consumers are more likely to pay extra for the experience over the product as this article on differentiation explains.There are several aspects of differentiation to consider when building the strategy that’s right for you. Therefore, product differentiation focuses on key differentiators of the product:for example their function, features or performance. Due to the ever-changing market, these differentiators are usually short-term. It is a key aspect of B2B marketing.
The right mix is important. An effective consumer engagement campaign through marketing pays dividends. Often such campaigns have strong social media metrics in the mix, to drive ‘front of mind engagement’ throughout a fan base.
Business Differentiation Strategies and Service
Service differentiation focuses on the unique customer service experiences provided by your business. You could lead in support, installation, delivery or training. Chain businesses, for example, are marked by their consistency: you expect the same experience from every Starbucks or Kmart regardless of location. Astute Solutions also offers the Ease and Delight model: services can be divided by how easy they are to access, pay for, install and manage, or how much they delight the end user through personalisation, being proactive, and going that extra mile. Marketing differentiation is all about the identity of the brand. Your name, your mottos and your logos all help you stand out from the crowd. While fried chicken is not a unique product, the icon status of The Colonel and his Secret Recipe story are one of the big differentiators of KFC, as well as their ‘unique’ blend of herbs and spices.So why is all of this important for your business? Customer demands are more diverse than ever: It’s no longer about who can provide the best thing at an affordable price,but also who can do it the fastest, or with the most flair, or with the best wi-fi signal. By differentiating your products and services you are targeting particular subsets of your target demographic instead of just shooting for all and missing.
Aligning Brand Differentiation with SEO
Brand differentiation strategies are also great for SEO: by standing out from the competitors and sticking to your differentiators, you can become a trusted and credible source for that particular product or service, meaning more organic searches. Hello top of page!
It encourages brand loyalty: The more people come to you for their specific needs, the more likely they are to come back if you do a good job. That just makes sense!
What about something that is almost a commodity where people are focused on price and big-box stores provide their version of the finished product?
Enter the Childrens Toys industry: an example of good strategy is that Cubbies and Cabins focus is on delivering the perfect experience with every cubby purchased.They offer unique cubbies, made for Australian conditions, with thicker cladding than the rest, as well as unlimited tailored options. Unique cubbyhouse attributes: size, elevation, accessories and loads of structural customisations are evident, when you browse their website.
Combined with SEO, this business now sits in the first five rankings of Google for cubbies in all the three eastern seaboard states. Three times the customer base, three times the organic searches, and three times the hits on their website. So, what do we take away? Do your research. Figure out what your company stands for and your story.Determine your biggest differentiator.Connect with your audience!