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In this technology market, it can be difficult for leaders to stand out from the crowd. The success of your business depends on your willingness to differentiate your offering from that of the competition.
Successfully differentiating B2B tech companies are constantly developing unique products, services and customer experiences. They focus on creating a lasting and distinctive positioning that sets them apart from their peers. Here’s how to create a winning email strategy.
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Define your terms
Differentiators include a unique set of advantages that set your business apart from your competition. To find your own solution, use this process to:
1. Assess your competition
Understand their strengths and weaknesses. What can they do better? Where are they below? Take a look at how they advertise themselves. What do they highlight? What are they not talking about?
2. List your advantages, similarities and differences
Why should a customer do business with your company rather than a competitor? What can you offer that a competitor doesn’t? In what ways do you overlap with your competitors?
3. Put yourself in your customers’ shoes
Identify all the stages a contributor goes through in the buyer’s journey, from awareness to purchase consideration. What does your customer expect and how do you meet those expectations? What drives their buying behavior? What are their pain points? Do they agree with your value proposition?
Classify and store
Rate each differentiator on the following dimensions: How important is it to target customers? How easy is it to achieve and maintain the differentiator? I compare this to exhaust velocity. Beyond that, how easy is it for you to establish and maintain competitive advantage, how quickly can they overtake you? Other considerations include relevance to your vision – the strongest differentiators support these elements. Finally, look for the highest scores on all the dimensions noted above and identify which one is leading.
Related: Why Customer Champions should be part of your marketing strategy
Messaging and personas
You now have your main differentiator and several others. Integrate them into the messaging and content creation process. Each should be easy to understand in a language used by your target customer. Make sure the message is consistently embedded in everything you do: website, brochures, presentations, speaking points and social media.
Now consider the power of personas: they help you understand how to reach people based on what matters most to them, which helps effective marketing and PR professionals deliver the right messages to the right people at the right time. moment. Personas help focus keyword research efforts and are used as references when writing copy.
You need to understand your buyer personas and direct your strategy to them – and you need to check your data to make sure you’re on the right track. Companies can do this work in-house or choose to work with a technology PR agency to get the expert advice they need. The surest way to achieve lasting success is to define the differentiators that matter to your mission and buyer personas.