Can people separate you from your competition?When potential customers land on your social media about page or profile, can they tell its you?In a sea of similarity, standing out online is essential. You must create differentiation.Not sure how to cut through the noise? You can do it with social media.Below are four ways to set yourself apart, create an unforgettable experience, and distinguish your business from the competition.
Create Differentiation Through Social Media
1. Define Your Special Skills
What positions your business as a leader within the industry? It’s important that you take the time to identify and then articulate your skills and talents.What details will draw potential customers in? What can you share to create a deeper, more meaningful connection with your target market?Know who you are and what you have to offer, because the bottom line is this:[clickToTweet tweet="If you don't know who you are or how you help, how can you expect your potential clients to know?" quote="If you don't know who you are or how you help, how can you expect your potential clients to know?"]
A QUICK WAY TO IDENTIFY YOUR COMPELLING VALUE PROPOSITION
Take a look at your business through the eyes of your consumer and answer a few questions.
- What are you offering that is unique to your company?
- What does your product or service do to enhance or improve your customers current situation?
- What key problem(s) are you solving?
- Is your product or service distinctive and compelling?
2. Share Your Story
Stories bind and connect. They create points of interest and encourage deeper, more significant relationships.As Ian Rowden, Chief Marketing Officer, Virgin Group says,
“The best brands are built on great stories.“
What is your company story?
Your story is so much more than social media posts or the copy on your blog. It's the emotions you evoke and the beliefs your customers hold about your company.A great story is the reason we choose one brand over another. Think about it. When was the last time you bought a car?While many factors played into your purchase decision, much of your "why" came from feelings towards that brand. From Volkswagen to Mercedes, your relationship with a company steers your decision.
How can you share your company story?
- What details can you share that will allow customers to make an educated decision about your business?
- What insight can you offer around the early days of your company?
- How can you clearly communicate the essence of your company?
People love to learn more about you while gaining a better understanding into your motivation. Tell them why you began, what problems you solve, and why that remains your focus today.
3. Don’t Be a Carbon Copy
In an online world where copycats exist more than ever before, it’s essential that you create your own unique persona.Brands such as Apple and Starbucks have done an excellent job creating brands that are set apart from anything else online. And the amazing part about that is the fact that Apple has shunned social media.Starbucks on the other hand has taken their established offline brand and translated it into a vibrant online coffee culture.Could someone emulate their established brand? Of course, and they have. Can there be an exact duplicate? Not in my opinion.Find your own voice, rhythm and creative content to share across social media. It will resonate with the right people and allow those that matter to stand up and take notice.
4. Begin Where Others End
Many of your competitors were first adopters. They hopped on social media, threw a whole lot of content at it, spent a lot of hours trying to understand it, and ultimately burned out.Now their social profiles stand as a testament to a trial and error strategy. Back to a time when the social media plan of “throw it at the wall and hope it sticks” was acceptable.Today it takes far more than showing up and posting content to succeed at social media.To create differentiation, commit to being consistent and strategic in your social media efforts.
Look at your:
- Why (why you’re spending time on social media)
- What (what you will share that will better your customers business or life)
- How (how your product or service will help them get there easier, faster or economically)
Now build a team and network that supports your vision and moves you closer to overall business growth.
There’s no longer a question to the validity of social media.It has redefined how businesses interact and connect with consumers.But to use it effectively, you must create a memorable brand. One that is consistent with your established offline reputation.How long will you wait to start creating differentiation? And if you’ve already begun, when will you step out and embrace all the wonderful traits that make you unique?There’s no time like the present.As Arthur Ashe said,
“Start where you are. Use what you have. Do what you can.”
About Rebekah Radice
Rebekah Radice, co-founder of BRIL.LA, has traded narcissism for purpose. When not driving growth, you'll find her tricking family into thinking she's Emeril Lagasse - likely covered in marinara. The spotlight was fun, but impact is better. These days she's using 20+ years of brand brilliance for good.