You need to identify your business’ unique selling proposition before you start internet marketing for that business.

Let’s take an imaginary example to see how this plays out in internet marketing:

You have a food gift basket business and you ship nationwide. You offer overnight shipping as well as the other shipping options that all food gift basket companies offer.

If you don’t want to compete on price, and I wouldn’t recommend this as a PVC for your particular business, what could you offer that would make your baskets stand out? (We’re guessing the photos of their baskets on their website are just as beautiful as the photos of other companies’ food gift baskets on their websites.)

Here’s a possible USP for health conscious customers:

You include the ingredients for each item in your baskets, perhaps even the calories for each item. And you offer gluten-free food baskets for those who are delighted to have this option. Plus, he’s more than happy to swap products for other products on his featured sneakers. This is a very important benefit for people who may be allergic to only one ingredient, such as carrots.

Now you can definitely build a promotional campaign around this unique selling proposition. Promotes your company’s focus on meeting the different dietary considerations of a wide range of people, including offering ethical and regional food options in your baskets.

Now you might be saying – that’s good for an online business, but what about my physical business?

How about the example of you as a children’s dentist in a big city with a lot of competition? And the competition features cool video games and other electronic gadgets that fill the waiting room with loud noises that drive parents crazy.

You can position your USP as the “kid’s dentist of the quiet waiting room” and promote it on your website and in your social media marketing.

How would this USP work and keep the kids busy?

Headphones and small video screens attached to each chair in the waiting room. Children love the ability to make their own entertainment choices and the added benefit of not having to share with their brother or sister. Parents are delighted to have some peace and quiet. They can also plug in or use their own silent electronic devices to keep up with their own projects.

To arrive at a compelling USP, you may need to dig deeper to identify profit opportunities that aren’t obvious at first.

If you have a compelling USP, you can use numerous Internet marketing strategies to promote this USP.