Creating a Marketing Plan That Differentiates Yourself From the Competition 

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March 21, 2022

In order to be successful in today’s competitive marketplace, it’s essential to have a well-developed marketing plan that focuses on your key differentiators.  

When crafting your marketing strategy, you should aim to highlight those key differentiators in a way that will resonate with your target audience.

The most successful B2B tech businesses are the ones who can consistently offer a unique customer experience that sets them apart from everyone else. 

Here are the steps you need to take to create a winning marketing strategy.

1. Perform a competitive analysis

By evaluating your competition, you’ll discover where they’re succeeding and where they need to improve. You’ll want to make it a point to identify how they’re advertising themselves, what they highlight, and what they don’t.

After this, compare your strategy to theirs through a consumer lens. Why would a customer choose you over your competitors? Is there something you offer that others don’t?

Then, walk yourself through the buyer’s journey, ask yourself what motivates your buying behavior, and what pain points would lead you to seek out your specific solution.

2. List and rank your differentiators

After you’ve discovered what sets you apart, rank each item on how important it is to your customers, its relevance to your vision, how easy it is to achieve and sustain, and the likelihood of a competitor outpacing you. The differentiator that scores the highest will be your key differentiator.

3. Map out your messaging

With your lead and supporting differentiators in mind, now it’s time to create content. This content will need to be written in a language that your target audience will understand. Your messaging must be consistently included in all of your media, from your social profiles, to your website, and even tangible things like brochures.

Creating buyer personas will help you discover how to reach your target audience based on their values. Understanding these buyer personas will allow you to better focus your keyword research efforts as well as give you a reference point when creating your copy.

Once you’ve created your buyer personas and a strategy to address them, you’ll need to continuously monitor your data to make sure that you’re still on the right track. Success will come by determining the differentiators that align with your buyer personas and your mission.

Creating a marketing plan can be very overwhelming at first. That’s why at Bizzuka, we offer free 45-minute strategy calls to help you see where you may be falling short. Schedule yours today.