Quelle est la meilleure façon d’identifier votre proposition de valeur unique dans le marketing B2C ?

I think many companies around are creating too much segmentation and forgot to prioritize these segments and elevating the potential value of each segment by considering some important factors like customer’s lifetime value, growth potential, and most importantly the alignment with your business goals. I believe prioritizing strategy will make your life easier and give you a clear path to create a successful message and offering.

Understanding your customers is foundational to identifying your Unique Value Proposition (UVP). Leveraging diverse methods like surveys, interviews, and customer feedback provides valuable insights into their pain points, goals, and expectations. Segmenting customers based on characteristics and behaviors allows for targeted UVP customization. This customer-centric approach ensures that your value proposition is finely tuned to meet the specific needs of different segments, enhancing its effectiveness.

If you are a smaller business be careful about having too many segments. It dilutes your message, and more importantly dilutes the impact you can have with the smaller budgets. I always advocate talking to 6-10 of your top customers to find out why they keep staying with you. Plus wider market research so that you can future proof any work.

It's important to understand the customer journey: identify the drivers and bottlenecks of each stage - from discovery to purchase and beyond - what are the touch points where your brand can be particularly relevant, what are the propositions that are known and relevant to the customer at each stage of the journey and have led them to move on to the next.

In the world of B2C marketing, the key to standing out is understanding your customers and competitors on a personal level. Take the time to define what makes your offering special, something that genuinely speaks to your audience. Once you've got that unique value, weave it into your communication strategy. It's like tailoring a message just for them. And don't forget to fine-tune through testing – it's the secret sauce that keeps your brand resonating with people.

You shouldn't only look at what your competitors are doing. Look at they AREN'T doing as well. If you want to be unique, you'll want to be... well, unique. If you only look at what you're doing, you'll end up creating a rehash of a rehash of a rehash.

Competitor analysis provides important insights into the needs and preferences of your potential customers and how they are currently being served by the competition. It allows you to evaluate your own performance and find out where you stand in comparison. This can help you set realistic goals and improve your strategies. It also allows you to take targeted action to improve customer satisfaction. In the long term, you can anticipate market changes and trends.

What normally doesn’t get covered on such SWOT graphs and rightfully so is a certain EQ as I like to call it. EQ is Emotional Quotient, how well is a business/brand and customer in sync. A higher EQ leads to longer and stronger brand loyalty. This if identifiable is a great insight to help position our product or brand correctly.

Competitors analysis is key, but most people look at one dimension, you have to analyze your competitors highly based on what their customers are saying. What are they things that the customers absolutely love? What do they absolutely hate? And what are they wishing could be done to better improve their experiences? Listen to those and you can be able to devise a formidable differentiation plan

Analyzing competitors is a crucial step in shaping your Unique Value Proposition (UVP). Tools like SWOT analysis and competitive matrices help in understanding your strengths, weaknesses, opportunities, and threats in relation to competitors. Scrutinizing their offerings, pricing, and UVPs reveals market dynamics and potential differentiation points. Identifying gaps and opportunities allows you to position yourself uniquely, addressing specific needs or challenges that competitors might not be covering.

Heart then head always. Appeal to the emotion and make sure you keep that front of mind. More often than not you will need to give stats, features to justify the purchase, but ultimately you are meeting a need first.

Answer your "WHY" (Sinek/golden circle) - the PURPOSE. Brands with a strong sense of purpose often resonate more deeply with customers. Purpose-Driven Branding: - involves aligning a brand with a larger mission - often builds stronger emotional connections with customers - mostly sets a brand apart from competitors - can attract new customers who are passionate about same causes - can contribute to the long-term sustainability of a business.

Use this simple framework to get started: We do ____________ (solution) for ____________ (people) even if: - Worst case scenario 1 - Worst case scenario 2 - Worst case scenario 3 Example: Brian Dean's Backlinko offers a course called SEO That Works. Here's how he uses this framework: Finally, an SEO course that shows you exactly how to get higher Google rankings, step-by-step. - Even if... you’ve struggled with SEO in the past - Even if... you’re new to SEO - Even if... you're overwhelmed with no idea where to start - Even if... you’ve thought to yourself “SEO doesn’t work for me” That's directly from his landing page. Use it wisely!

One thing I bring up with every brand that I work with is the fact that people rarely care about the specific services a brand offers. They care more about the ways their lives may transform because of the product. So shifting the focus from trying to explain the service to trying to communicate the transformative benefits of the service in the most simple TOV possible is key.

I always say, “people don’t buy things, they buy stories.” If you can communicate your value, and visually express to your customers how your brand can make their lives better - you’re on the right track for long term success.

Don’t overcomplicate it. KISS it! And then apply the Cave Man test. (Would a cave man, if he came across your business, understand what you do within a few seconds).

Your message does not only need to be heard, you may want your message to RESONATE. Some criteria that have been successful: Emotional, benefit oriented, relevant, authentic, at eye level. Take the elevator pitch test: Do you convey the most important information and benefits clearly in the shortest possible time? do you arouse interest?

Customer journey: check bottle necks of transition from one stage to the next, evaluate triggers and the messaging which is known by customers at all and which are the messages that drive transition or fail to drive.

Some of my favourite UVP's are communicated indirectly, for example: Apple has done such a great job a building their brand that even though they are in the tech space, people don't buy their products for the technology... They do it for status, for a sense of personal accomplishment, for the premium feel that comes with using any of their products, and especially for the simplicity in the experience of using their products !

" Déterminer ce que vous ne pouvez pas ni ne voulez pas faire" est un moyen simple et efficace de trouver votre proposition de valeur unique

Your UVP shouldn't be too- if you can't explain it to a 5 year old, you don't understand it well enough. Get clear on the practical value you provide, and find as many ways as you can come up with to explain it, to as many people as you can.

Identifying your unique value proposition (UVP) in B2C marketing involves a deep understanding of not just your customers and competition, but also of your own brand's core. This means having clarity on your purpose, vision, and mission. Your UVP should stem from a compelling 'why' - a big idea that acts as a rallying cry to your audience and stakeholders. This foundational element of your brand, reflecting your unique perspective and values, becomes a crucial part of your UVP, distinguishing you in any industry, whether B2C or B2B.

I think it is also important to talk to the people dealing with the customers every single day, e.g., Sales Personnel, Marketers, Corporate Communicatons, Service Employees. These people know what the customers want and why they are the first choice for their customers. Brand Positioning also includes how the brand want to be perceived and what USPs they want to communicate to their customers. So the employees of the brand need to be considered as well.

Locally, Sary is an excellent example of a successful Saudi SaaS company that has made significant strides in revolutionizing wholesale procurements. In my opinion, they successfully built a strong brand by focusing on their UVPs, and the most important one is how they’re maintaining a strong relationships with their suppliers, this outstanding collaborative helps them improve their quality assurance.