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Dec 14, 2018

Learning how to differentiate your business is the best way to make more sales in the eCommerce space. With so many options, varieties, and variables in product and service sales, the best eCommerce sellers make it known exactly why their business is the best option. On this episode of Marketing For eCommerce, I share with you the 2 main components of differentiation that will set your business apart from the rest. These insights can’t afford to be glossed over - listen now!

You need to be thinking about these points of differentiation

The barrier to entry in eCommerce is extremely low; anyone with a computer and an idea can start an online business. So what makes your business different from all the rest? That’s where your points of differentiation must come into play. You need to start asking yourself big questions that explore why someone should choose YOU over everyone else.

#1 - Focusing on your product is how to differentiate your business

Developing your product’s points of differentiation will allow potential customers to easily see why your options are the best solutions for their needs. I encourage you to think about the following areas while removing your personal attachment and emotion from the equation. Hammering out the details in these areas will allow your products/services to soar above the rest in the eCommerce space.

  • Quality of the product/service you’re offering
  • Price points
  • Unique buying experience
  • Brand culture and community
  • Creating and sharing quality content
  • “Beating your competition to the basics” by explaining your process in the best way possible

#2 - The right level of awareness of your competition can be healthy

Some eCommerce professionals will encourage you to never pay attention to your competition - I’m here to tell you otherwise. Without being generally aware and “in the know” of what your direct and indirect competitors are doing, you won’t be able to stay one step ahead of the industry. While it may seem counterintuitive and uncomfortable, you have to consume, purchase, and immerse yourself in your competition’s products to really learn their strengths and weaknesses. But be careful! You don’t want to become so focused on what THEY are doing that you lose sight of your OWN vision and mission.

Nobody initially cares about your business - you have to make them interested!

eCommerce is such a broad space, it’s easy for potential customers to get lost in the midst of all the options available. No one goes searching for a solution to their problem with a pre-existing attachment to and preference for your business. It’s up to YOU to capture their attention. Once you have their attention, you can learn how to differentiate your business from all the rest through creative ways. For the full story on the whys and hows behind differentiation, be sure to give this episode your full attention.

Outline of This Episode

  • [0:30] Congratulations on making it to the end of 2018!
  • [2:30] You need to be thinking about your main points of differentiation
  • [4:50] 2 things to keep in mind when answering the question, “Why should they buy from me?”
  • [18:44] Nobody initially cares about your business - you have to give them a reason to care

Resources & People Mentioned

Connect With Bryan Bowman

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