6 Ways to Help Your B2B Business Stand out Among Competitors
Whether you’re a dominant market leader or a smaller company on the rise, it’s never a bad time to reassess what makes your business different from the rest and adjust your strategy appropriately.
While you know your company is different from your competitors, you can’t expect potential customers to understand that right away. It’s important to remember that no matter what your specialty is, your company probably isn’t the only agency of its kind out there. So what can you do to make sure your business isn’t blending in with the rest? Here are some tips to help your business showcase its key differentiators and advantages.
Tell your story
Your business didn’t simply appear overnight. Think of its origins. The founder, whether that was you or someone else, saw a need in your industry. Something was missing and the founder(s) felt your business’ services could be the solution. What was the inspiration behind the business launch? What was that need your business was designed to fulfill?
When people hire industry experts, they want to hire someone passionate. What is the founder’s background? How does that play into the origin story? Sharing your company’s backstory and origins will help you show that passion to your audience and ultimately help you stand out.
Embrace your brand’s design
Design is vital for helping company brands stand out and stay relevant. Take a minute to revisit your business website and social media posts. Does this design match up with the aesthetic and message you are trying to send? Be honest with yourself. Is this design simplistic, yet also eye-catching? Or does it look similar to competitors’ approaches and blend in?
Show your personality
Just because it’s marketing doesn’t mean you can’t reveal the human behind the brand and show some personality. Embracing that and humanizing your brand will, in turn, be more engaging and relatable for your audience. It’s OK to have a sense of humor in your marketing communications, as long as it feels authentic to who you are and your company’s mission.
But remember, if you’re trying too hard, it’s going to come across as forced, and can actually turn some folks away from your brand.
Highlight what makes your business style different
Again, you know your company is different but does your audience know that? Outside of design, brand, and other marketing activities, make sure to accentuate the differentiating qualities of your business model to your audience.
For example, put yourself in the prospective customer’s shoes. Or reflect on pain points your current client roster has shared with you. Did you discover that small business owners need a more level playing field to compete with large corporations? And maybe, as a result, your firm specializes in helping small businesses instead of Fortune 500 companies.
Or maybe your agency has a strict in-house policy because you only want those familiar with the client and project to do the work instead of relying on freelancers.
No matter what those nuances are for your business, there are customers out there that appreciate what makes yours different. So share that!
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Don’t shy away from social responsibility
Gone are the days that we can avoid conflict and stay neutral during times of social unrest. In recent years, customers and employees are expecting more companies to take a stance on social issues, whether it’s one they agree with or not.
At UpCity, we preach building trust and transparency with your audience, and another way to do that is by showing your consumers that the people working behind the scenes of your brand are authentic and genuinely care about what’s taking place in the world. If you’re worried about saying the wrong thing, despite your true intentions, marketing expert Kelly Byrd has advice for that.
Another tip for this is to highlight the charitable work your organization does. Show your clients that a portion of your revenue is going to the greater community and serving those in need. For an example, visit UpCity’s Reviews for a Cause.
Prioritize phenomenal customer service
Creating memorable customer experiences is key to customer satisfaction. Ensure you check in with clients regularly, but don’t bombard them. Those small little steps you take can go a long way to make a positive impression. Send a personalized note instead of a generic follow-up message or reply, recalling something you and a client bonded over during a meeting (always take notes during or after your interactions). Don’t shy away from old-fashioned handwritten letters that you can send with a gift if your budget allows.
Another important part of customer service? Whether positive or negative, consider all feedback you hear directly from a client or in a review. One way to help you stand out in reviews is by responding to all of them. We even have tips on how to respond to the good, the bad, and more types of reviews.
Think of the things you need when reaching out to a customer service team when needing to make a return or have a question regarding an order. Respond promptly and be available over the phone, email, and social media. Don’t lose sight of how the simple protocols can make all the difference.
Efficiency over everything else
Running a successful and efficient business can be overwhelming. There’s a substantial amount of needs that pile up, and at the end of the day, it’s simply not possible to tackle every aspect of marketing, social media, advertising, and more at once. Don’t stretch yourself or fellow staff too thin! Take a step back and be honest about what your resources are and what you can tackle efficiently. Lastly, assess what your greatest needs are at the moment and prioritize those. Continue to keep an eye out for industry trends and understand in a fast-paced environment, your priorities will change as time goes on.