As the CEO or co-founder of an agency, finding your unique selling proposition (USP) is an important step to long-term success. Your value proposition can go a long way in positioning your agency well in an already saturated market.
You could almost go as far as saying that your USP is what is going to make or break your business. However, it is also hard to define and showcase a USP for prospects when you are still laying the groundwork for your entire business model.
In an effort to help you and your agency, we’ve compiled five simple steps for creating a USP that not only positions your agency well, but also generates new business opportunities as you grow.
1. Hold a company brainstorming session
Come together as a group and throw all of your ideas on the table. Hold discussions on the company vision and the values your company culture is built on. Get feedback on what employees thinks the agency’s strengths and weaknesses are when it comes to client work or overall strategy.
2. Put together a SWOT analysis
Get with your leadership team to go through all of the feedback and ideas from the company brainstorm. While you and the team are sifting through all of these notes, categorize each point as a strength, weakness, opportunity or threat.
Once you’ve gone through all of the initial feedback, talk with the team on a higher-level about your strengths, weaknesses and the kind of talent you can leverage within the company.
3. Take a walk down memory lane
We’re not talking about taking out old company photos. Think about what you have done for clients up to this point. What is it that clients consistently say that you do well? This can be anything from sales and marketing to operations and account management.
Think about the challenges you’ve overcome with previous campaign tactics and strategies. What lessons or useful tricks came out of those situations? If you can take a look at the good, the bad and the ugly, it will give you a clear sense of where your agency wins the most.
4. Study the competitive landscape within your market segment and industry
Once you have this information, do your research to identify the pain points of your target markets as well as gaps in coverage between competitors. Ideally, you want to find a market segment that the agency has the best opportunity to own and scale with.
5. Define your comfort zone and where your best work as been done
It’s important to look at the work you have done and establish which projects you felt the most comfortable doing, and which ones were a little shaky. Analyze current challenges and establish how you can fill those in the future. Make sure you measure your performance; where have you done your best work?
Take note of who you were working with, what type of industry it was, and why you think you fit well with that particular job.
6. Thought leadership
Think about it as good karma – and a great way to get your USP in front of target audiences. Put content out that will help people solve problems, and in return, your agency will be at the forefront of conversations in your industry.
This is a great way for your agency to stand out against competitors while also building your brand. It is critical when it comes to generating new business opportunities. By showcasing your knowledge through syndicated content you build authority and trust while creating top of mind awareness with target audiences.
7. Proof Points
This is where you use actual results (case studies, testimonials) to establish your value proposition in the marketplace. When it comes to nurturing a lead or pitching a new client, no amount of charm or smooth talking will ever go as far as proven results.How can you prove that the skills you have claimed are, in fact, your actual expertise? Take a look at all of your previous successes, and use them as case studies with current and future prospects.
Looking for advice tailored to your unique situation? We’re happy to provide tips and tricks that have been successful for our clients. Feel free to contact us anytime, or tweet your question to @CatapultNewBiz