A unique value proposition (UVP) is critical to any successful digital marketing strategy. It tells potential customers why they should choose you over your competitors, accentuating what makes your business unique in a competitive and crowded marketplace.
Here’s why your business needs a unique value proposition and how you can craft the perfect UVP that gives you an instant competitive advantage over your peers.
Why a UVP matters to your business
Staying ahead of the competition matters, especially regarding effective digital marketing. Your UVP is one of the first things visitors to your website and marketing content see and informs their first impressions of your brand. It can determine whether or not they decide to learn more about what you have to offer.
Here’s why a strong UVP matters:
- It communicates your company’s strengths
- It explains what makes you unique
- It addresses your audience’s pain points
- It can help boost your conversion rates
Creating your unique value proposition
Don’t fall into the trap of thinking your UVP is a tagline or slogan. Instead, it’s a promise to your audience of what they can expect from you, explaining your values, what sets you apart, and why they should choose your products and services.
Let’s explore what to include in your UVP to elevate it above your competition:
Clarity
Remember, less is more. Keep your UVP simple, easy to understand, and something that sticks in your audience’s mind.
Specific is terrific
Highlight your successes. Include results and benefits you’ve provided for other customers.
Solve problems
Consider your audience's main challenges and explain how your solution resolves them.
Focus on the unique
Every business has a uniqueness to them. Think about what makes you different and emphasize that as a compelling element of your UVP.
How to develop your UVP
Thinking about how to create your unique value proposition might trigger some writer’s block, particularly if you’re not creatively minded.
Take these points into consideration when developing your UVP to help you get on the right track:
- Know your audience – do a deep dive into your buyer persona. Who is likely to want to buy your products and why?
- Find your strengths – what does your business do better than anyone else? Is there an ethical stance that sets you apart, or is your customer focus sharper than your competitors?
- Competitive analysis – review what your competitors say about themselves and consider how you can market yourselves differently.
- Benefits over features – focus on the benefits your products and services offer customers rather than any features.
Brainstorming these points will help you pick out those that elevate your business above your competitors, making your products and services the irresistible choice for your target audience.
Making your UVP work for your business
Once you’ve settled on your UVP and it’s gone through the editing process to make it concise, punchy, and authentic, it’s time to go public and put it to work for you.
Here’s how to get it into the minds of your audience, helping you increase conversions and grow your market share.
- Place it in a prominent place on your website
- Use eye-catching fonts, colors, and images to reinforce your message
- Use it consistently across all of your web pages and content marketing material
Review, refine, remain relevant
Your UVP isn’t set in stone. Your business will evolve and grow while the market matures. Competitors will respond to emerging threats and opportunities, so remaining relevant is critical.
Review your unique value proposition regularly. Does it still represent who your business is? Have you released new products or services offering new, unique areas to emphasize? Do you need to refine your UVP to meet emerging business threats?
Don’t be afraid to change your UVP when required to ensure it remains relevant, compelling, and, above all, unique.
The final word
Spending time developing a robust UVP will help your business attract the right customers and act as a beacon for your business’s values and benefits in a crowded marketplace.
In addition, regularly reviewing your UVP can help you grow your business to new levels, increase conversions, and stay at the forefront of your audience’s thinking over the long term.