What is Unique Selling Point?
As its name signifies a unique selling point is that factor which makes an organization’s services and products unique or comparatively better than their competitors. It is also known as the Unique Selling Proposition. In digital marketing, clearly conveying the unique selling point is one of the key factors to enhance your sales. Clearer the USP more will be the conversion rate of your website.
What is the importance of Unique Selling Point?
A unique selling point defines your position in the market and helps you stand out from the crowd. It clearly speaks about the services and values you offer to the customers. A strong USP should clearly articulate the benefits you offer to the client, and your competitors don’t offer.
In online marketing customers have many choices and options thus unique selling point holds a crucial role for effective selling. If all your products seem similar to the customers then they will find difficulty in knowing the right product. A strong USP helps them differentiate between the available choices and find the right product for themselves.
A unique selling point also strengthens the company internally as it forces you to consider the company’s mission and remember the reason for its existence. To become a successful business owner you must articulate the following points clearly to the audience: –
- Who is the target audience of your business
- Services and offerings for the customer
- What differentiates you from the competitors and how you make a unique presence
Examples of Unique Selling Point
Let’s understand the importance of USP with some examples. You must be aware of the company Zappos. Those who are hearing this name for the first time, Zappos is an online shoe retailer. There is nothing special or unique about online shoe business but what makes their services unique is the USP i.e., free returns. They don’t charge a single penny from the customers while returning the shoes they don’t like. This is a strong unique selling point and a major convenience factor for the customers.
Now let’s take the example of Tom Shoes. Again there is nothing unique about shoe manufacturers, but there is something special about Tom Shoe’s USP. This company donates a pair of shoes to the needy ones for every single sale of their manufactured shoes. This is their USP which drives massive customers to them because of their social services.
Nike is a famous shoe manufacturer, and almost everyone is aware of its name. Now, what differentiates Nike from Zappos and Tom Shoes? Yes, it is their unique selling proposition. Nike is always concerned about the quality of their products and sponsorship with famous athletes. Their USP is to provide premium quality athletic shoes.
Different business can have a different unique selling point. USP doesn’t need to be similar for all business. But mostly there are two categories: –
- Quality: – Premium material, professional craftsmanship, manufacturing method, etc.
- Price: – Lowest possible price, discount on bulk orders, no shipping charges, special discount, etc.
How to convey the unique selling point efficiently?
A company can convey their USP to the customers in different ways. A few methods trusted by various companies include: –
- Advertising: – Media advertising and other marketing campaigns are the best way for a newly established business to reach their targeted audience and convey their unique selling point.
- Social Media: – Nowadays, social media has become the largest platform of brand awareness for various companies. A strong presence on social media can help a company to reach the targeted audience with their USP.
- Content marketing: – Creating content focusing on keywords and talking about how your services differ from the competitors is a great way to convey the unique selling point to the customers.
- Digital marketing: – Usually, for the online business unique selling point, should be displayed as the headline of a webpage.
- Search marketing: – Enhancing website SEO and ranking in Google search results can be a great way to increase visibility and reach the audience with your unique selling point.
How to test USP with A/B testing?
A/B testing is required when you are uncertain about the facts that drive customers to purchase your product. By implementing A/B testing on your landing page and measuring the conversion goal like signups or product purchase you can get an idea about the message that compels the users to become your customers.
Suppose you sell rare kind of marbles that are almost 100 years old. But you are not sure that whether the quality or the age of the marble will compel the customer to buy them. So, to find your unique selling point you can run A/B testing on your landing page to try both variations in headlines. For example: –
Model 1: – Unique and rare marbles for sale
Model 2: – 100 years old precious marble for sale
Thus, by implementing A/B testing, trying different variations, and tracking your conversions you can find your Unique Selling Point that drives maximum sales to you.