Get Started with the BEACH Framework by Conducting Competitive Benchmarking
Estimated Read Time: 3 minutes
Intended Audience: Microsoft Partners, B2B Marketing Strategists, B2B Business Owners
To forge your path forward to achieve sustainable, long-term success with Microsoft Partner Marketing, you must first set short-term achievable milestones. In our 5-part digital marketing strategies series for Microsoft Partners, you’ll learn how to stand out in the sea of sameness as we share tips for solidifying your digital strategy to help you compete in the oversaturated marketplace of software services.
By implementing the BEACH framework, consisting of Benchmark, Expertise, Approach, Calculate, and Habitat, you will generate recognition, demand, differentiation and online marketing success. Once you have applied these helpful tips and strategies, you can sit back and relax, like you have finally hit the beach – where you can bask in your success.
In this blog, we will discuss Part 1 of 5 in the strategic BEACH framework, BENCHMARKING. Benchmarking is the process of comparing key business metrics to industry best practices and competition – you can conduct competitive benchmarking to guide your marketing strategy.
Determine Your Unique Value Proposition (UVP) Through Competitive Benchmarking
It is crucial to know where you stand against your competitors, especially in the software market that can often seem oversaturated and difficult to stand out in. However, it doesn’t have to be; every organization has something unique that distinguishes them.
Determining your unique value proposition (UVP) or unique selling proposition (USP) can be done through competitive benchmarking, which can help you hone your marketing and position you uniquely for success.
Why Competitive Benchmarking is Important
We know, it sounds easier said than done, but following the 3 steps listed below will help you tailor your marketing strategy and position.
To determine your unique value proposition, you need to:
- Know where you stand in the market.
- Get clear on your unique differentiators.
- Identify the gaps in your approach.
Performing a competitor analysis of various metrics to see where you stand in relation to other best-in-class Microsoft Partners can help you highlight any potential gaps. You can determine where you stand by performing website audits using Google Search Console, comparing search engine rankings, monitoring social media engagement, and making use of analytics tools such as Google Analytics or Semrush.
Then, get clear on your unique differentiators by determining what makes your organization different and which factors would be difficult for other organizations to replicate.
Lastly, identifying the gaps in your approach and figuring out what you are currently missing can help bridge the gap between you and your competition.
If you’d like to get started performing a Microsoft Partner Marketing Digital Performance Self-Audit, download our starter pack today!
Use Competitive Benchmarking to Create your Marketing Strategy
Coming up with a solid marketing strategy can be difficult – that’s why we want to share one that has been proven to work. Collect data by running internal workshops with stakeholders in the organization and have a whiteboard session where you determine where you stand, your unique differentiators, and gaps in your approach. Then, run the same type of session with customers you have been successful with.
Once you’ve collected enough data, you can then form themes to build upon to boost your performance and make your brand stand out by highlighting your unique value proposition.
It’s as simple as that! After you lay the foundation for your marketing success, let the waves of relaxation wash over you as you witness the growth of your brand.
Stand Out Against Competitors with Competitive Benchmarking
Conducting competitive benchmarking, part 1 of our strategic framework, is important to help you identify your unique value proposition and determine your company’s strengths and weaknesses against a sea of competitors.
Stay tuned for part 2 of our 5-part series on the BEACH framework for Microsoft Partner Marketing Strategies for Success, in which you’ll learn how to make a splash. Next time, we’ll share how to showcase your subject matter expertise to increase exposure, generate demand online, and achieve measurable results.