How do you differentiate your brand and value proposition from other similar brands in your niche?
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The first step to differentiate your brand and value proposition is to know your niche and audience inside out. What are their needs, pain points, preferences, and goals? What are the current trends, gaps, and opportunities in your niche? How do you fit into the bigger picture and solve a specific problem for your audience? By answering these questions, you can identify your unique selling proposition (USP) and craft a compelling brand story that resonates with your audience.
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Your Unique Selling Point (USP) is what sets you apart from your competition. What features or qualities makes your product or service better than other brands in your niche. From Coca-Cola’s secret recipe to Kellogg’s being an early mover into the ready made cereal industry. Your USP should reign superiority over your competitors, leveraging it with brand story telling and content so your audience knows about it.
The next step is to find the right influencers and platforms to partner with and amplify your brand message. You want to work with influencers who share your niche, values, and vision, and who have a loyal and engaged following that matches your ideal customer profile. You also want to choose the platforms that best suit your brand personality, goals, and content strategy. For example, if you are a beauty brand that focuses on natural and organic products, you might want to collaborate with influencers who have a strong presence on Instagram, YouTube, or TikTok, where they can showcase your products through tutorials, reviews, or challenges.
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Leveraging influencers should feel right! They should reflect the companies values, mission and expertise within your industry, rather than focusing on the number of followers they have. Working on a national food campaign for NEFF, we connected and brought on world class and renowned award winning chefs to celebrate World Food Day. Some won’t have thousands of followers on social media with their personal brands and accounts. However, people acknowledge expertise and name association when it comes to the world of food. Allowing the brand to connect authenticity between the brand, chefs and users. ??
The third step is to create value-added content and offers that showcase your brand and value proposition in a relevant and authentic way. You want to provide your audience with useful information, education, inspiration, or entertainment that relates to your niche and solves their problems. You also want to create exclusive offers, discounts, giveaways, or rewards that incentivize your audience to take action and try your products or services. For example, if you are a fitness brand that offers online coaching and courses, you might want to create content that demonstrates your expertise, showcases your results, and provides tips and advice on fitness and nutrition. You might also want to offer a free trial, a coupon code, or a referral program that encourages your audience to sign up for your services.
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Utilising the influencers and their followers can help leverage sales and conversions for the brand. Lean into working with influencers and how they can help build the campaign out with you, whether that’s revenue share or affiliate sales that can help drive potential customers. Reach & attention is only 1 part of the campaign. Create exclusivity and FOMO with audiences by creating exclusive content or access. ??? A good example is hosting an Instagram Live and commenting a special discount code or coupon that only people engaged on there can access it. You can further drive attention by having the influencer scream & shout or hint towards it during the pre-campaign stage. A sneak peak behind the curtain!
The final step is to engage with your community and feedback to build trust and loyalty with your audience. You want to interact with your influencers and their followers, respond to their comments and questions, and thank them for their support and feedback. You also want to monitor and measure the performance of your influencer marketing campaigns, and use the data and insights to optimize your strategy and improve your results. For example, if you are a travel brand that offers unique and customized experiences, you might want to engage with your influencers and their followers by asking them about their travel dreams, preferences, and stories. You might also want to track and analyze the traffic, conversions, and retention rates of your campaigns, and use the feedback to create more personalized and relevant offers and content.
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Consider if influencers are right and what type of influencer you want to work with? Working with micro influencers or even UGC creators can give you the same expected results and outcomes. Plan and Engage - Influencer campaigns can become costly and a time stealer. Plan early and set aside budget and what’s possible. Set goals and ensure you track every touchpoint. Working with agencies can cut the hassle of relationship management and all the back and forth between multiple layers of comms. Meanwhile if it’s a long term campaign - fostering a relationship with them directly, might turn them into ambassadors for the brand.
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