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Small-Business Marketing

Finding that Elusive Point of Differentiation: Part 2

I have been discussing the importance of differentiating your business (and brand) in a crowded marketplace, sharing suggestions for analyzing your customers and competitors and offering a few ideas for creating a distinct identity. In this post I’ll propose a few more options for your consideration. This list is in no way comprehensive, but should...
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Finding that Elusive Point of Differentiation: Part 1

In a previous post, I discussed the importance of differentiating your business (and brand) from competitors, while acknowledging how challenging that can be. I suggested learning as much as possible about your customers (current and prospective), and analyzing your competitors to see how they are trying to distinguish themselves and promote their products and services....
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Competitive Analysis: Resources

Before you can differentiate your business from competitors, you must first know who those competitors are and how they are positioning themselves in the marketplace. That requires a bit of research. Fortunately, conducting such research, at least on a preliminary basis, is relatively easy, thanks to the internet. Here are a few tools you might...
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Competitive Analysis: Sample Questions

Before you launch an analysis of your competitors, you need to determine what exactly you are trying to uncover: what is it about your competitors that would be most helpful to learn? Your initial focus should be on how these companies position themselves in the marketplace, and what attributes they communicate most consistently to their...
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Standing Out in a Crowd: Differentiating Your Business from Competitors

Among the greatest marketing challenges for small businesses (all businesses, really) is finding ways to truly differentiate themselves from competitors. Being different is not enough: the factors that distinguish your company, products and services from others must also be relevant, and ideally compelling, to your audience. Offering high quality products or services at competitive prices...
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