Using Your USP To Position Your Business
Once you have a well-defined USP, you're halfway there in positioning your company in the marketplace. Next you need to take several steps:
- Make sure that your printed communications and collateral material reflect the USP. Create a short tagline that tells consumers what makes your organization different and why they should buy from you. A sentence or two is enough.
- Review your search engine placement and ranking to see where your site comes up on the search engine based on the keywords that explain your product or service. If you rank low in the results, look at who ranks first and see how they optimized their web page. View their meta tags and use them to better optimize your page. This is called hacking your competition. All's fair on the web because once you place your site up on the Net, you "open your kimono" for all to see.
- Analyze your site's traffic logs for the wealth of information they
contain for marketing purposes. Use this analysis to help the other departments
or personnel you work with to fine-tune their activities:
- Site developers can use the site logs to evaluate site-performance issues such as web server loads, content delivery speed, and uptime.
- Merchandisers can learn which products drive the most interest, which sell, and which drive repeat purchases.
- eMarketing personnel can evaluate and track the advertising and promotional efforts of banner ads, email promotions, and search engine marketing strategies, to learn which campaigns bring in the best return on investment.
- Site logs can help the eCommerce manager to understand how people navigate the site, what interests your site visitors, and what drives people to buy from you.
- And don't forget the efforts of your sales department. Your site can give your salespeople more than just contact information from a sales lead. The site logs can indicate the number of times a prospect visited the site and what he looked at that encouraged him to make contact. This information would help the sales rep prepare for a more productive meeting with the prospect.