USP comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define USP. What is a Unique Selling Point and why do I need one? The technical definition of USP is best summed up by saying:
USPs are what make your company products or services unique. Unique selling points help you stand out against your competitors. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate and it can mean different things depending on where it is being used and what your goals are. For example USP may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “USP” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about USP and use it in Digital Marketing?
A company’s well-conceptualised Unique Selling Proposition (USP) defines a company’s product or service. A unique selling proposition (USP, also seen as unique selling point) is a factor that differentiates a product from its competitors. Creating a compelling USP can help your market to perceive your product and brand more positively than any other competitor option, and focus on your products benefits. In othr words A USP is a carefully presented display of “what you have that your competitors don’t.”
To get started you might want to: List the features and benefits of your product that stand out. Explore the elements that are unique about your product or service and make them more prominant on your advertising. Think about the psycology of your products value. Determine what emotional need is being specifically met by your product or service or what specific niche markets are most loyal to your product and why. Take time to identify aspects of your product or service that your competitors can’t match, beat or imitate. Make them an essential part of creating a value and identity for your product or service.
Want to implement your new knowledge about USP in your next project or digital marketing campaign? Consult our in-house USP expert and maximize your digital marketing skills and ROI today!
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