Differentiation can give your business a competitive advantage with prospects and customers, but only if you choose the right kind of differentiation and you have the right marketing strategy to achieve it.
For many companies, their focus is on making minor adjustments to products to try and differentiate them in the marketplace. This is very much a “new and improved” approach.
However, it is unlikely to yield lasting results. In fact it can become a one-hit wonder, and end up negatively impacting how target audiences perceive your brand.
There is a way to look at differentiation differently and to use dynamic content to turn it into something with lasting impact.
Raising Awareness and Changing Perceptions
If you tell your story powerfully and differently enough, it can help to attract your target audience while building your credibility.
This is differentiation through strategic positioning, using content marketing as the means to achieve this.
Good quality, properly targeted content has the potential to engage and connect with audiences and help build and shape a brand’s personality
This is likely to have a more lasting impact than individual product differentiation because it is about your entire brand and what it represents to your audience.
What does this involve? It means shaping narratives that are appropriate to your target audience, and that identify with their issues, needs, fears and pain points.
It is crucial to creating powerful story arcs that emphasise your expertise while focusing on what your audience wants to know
It is a measured, consistent process of disseminating information about you, creating a positive impression of you that stays in the minds of your audience. It is not a hard sales message, nor is it to do with publicising your achievements.
What will differentiate you is depth. The more your audience feels it knows you, the more it will feel it can trust you, and, ultimately, buy from you.
What Could Differentiation Mean For YOU?
M3 Media Publishing hosted one of their regular, dynamic breakfast workshops in Central Manchester, which explored how differentiation can help your business to thrive.
For more information about these events, or to book your place, please watch the video below or click here.Read More