As a small business owner, how do you position your business to customers when you offer a service that many other companies offer? What if those other companies have a lot more money than you and have been around for a lot longer? How do you differentiate yourself?
Victoria runs ResumesToday.org, which provides résumé writing services for professionals. She's up against some pretty stiff competition. I met Victoria when she attended one of my recent Digital Marketing classes, "Marketing 101" hosted through NYC Business Solutions.
We synched up after because she needed some help optimizing her website for mobile. I have to admit, I was skeptical at first. When I first read about her business, I thought 'how can her business compete with all of these other big players?'
It was when we sat down to work on her website that I was put in my place. In the two hours that we sat in front of the computer, Victoria received at least 6 orders on her phone. I quickly realized why she has become so successful. Aside from the fact that she's really good at she does, she's a great writer, and she's charismatic, she employs three unique value propositions (UVPs) that her customers find appealing:
- Lighting Response Time
- Victoria responded to inquiries and orders immediately. That's important in a business like hers. If she's not fast, her customers will go somewhere else. Victoria was smart by implementing a short form on her site where customers could easily ask questions. And when an order did come through, she confirmed receipt immediately.
- Easy Checkout Process
- ResuemToday.org's checkout process is only three steps. And, as a rule of thumb, no online store's checkout process should be any longer than that. There as few obstacles in the user experience as possible.
- Consistent Personal Voice
- ResumeToday.org's messaging on the website and social media is really different than the big competition. The message is coming from a real person, Victoria. And that's important because no one wants their resume written by a robot or an anonymous person. They want a personal touch. And that's exactly what Victoria provides.
Victoria offers some advice about her Social Media strategy:
Digital Marketing is simple, as long as you consistently touch base with your prospective customers through all digital facets e.g., Social Media, Blogs, Yelp etc... Keeping your message simple is key and providing tips on how to effectively use your service to your customers' advantage can build relationships; as current and future clients will look forward to and want to share your company marketing material.
Victoria is offering a special discount to my readers. So if you need a new resume like the one below, click here to place your order and use offer code: TMYGN15