You can do this in a few different ways:
Unique Selling Points (USPs)
Does your software feature any unique mobile number data tools or benefits? Are there challenges or problems buyers face that other brands aren’t addressing in their messaging?
Under-served Audiences
Are there kinds of companies or end-users that your competitors never tailor their message to? Could you develop a niche that is not currently addressed?
Underutilized Channels
Which channels feature fewer ads from your competitors? Are there ways to reach your ideal buyer without competing directly with the market leader?
2. Test Your Findings
Once you have concrete ideas about how to differentiate your brand, you need to test them. Run A/B tests catering to each of the audiences/selling points/channels you’ve explored. Compare the results and retest to develop a clearer sense of your most effective combination of factors.
And remember: your goal is to find the lowest cost-per-purchase while still generating high-quality leads. Don’t get swept up with vanity metrics like higher impressions or Click-Through-Rates (CTRs) if they don’t correlate with actual sales.
3. Explore Different Offers
Take your best-performing audiences, value props and channels and start experimenting with different offers. This is another way to differentiate: a 15% discount may not have any noticeable effect if your competitors are also offering one, but even a 5% discount might have a large impact if no one else is doing it.
Test and validate each offer, with the goal of determining exactly what these new audiences are most receptive to — at which point you’ll need to…
