value proposition: how to leverage your company's most valuable asset in your marketing
Post on 17-Oct-2014
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DESCRIPTION
The recording of this webinar will be available Thursday, November 19th at: http://bit.ly/17JesOC Commoditization is the enemy of every marketing manager. The only thing that stands between you and the razor-thin margins of price-first shoppers is your company’s value proposition. How can you communicate a credible, true promise of value that will resonate with your customers? Putting a company-level value proposition into action is no easy task. Perhaps that’s why 48% of CMOs do not have confidence in their marketing team’s ability to communicate company or product value propositions, according to MarketingSherpa research. To help you turn your company’s value proposition into compelling landing pages, emails, and pay-per-click ads, Tony Doty, associate director of optimization, MECLABS, and Daniel Burstein, director of editorial content, MECLABS, will be answering your questions about identifying and adapting your company’s value proposition to multiple channels Use the short form below to tell us a little about yourself and send in your questions. We will send you reminders and invitations to this webinar and upcoming events. This event is sponsored by Act-On.TRANSCRIPT
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Value Proposition:How to leverage your company’s most valuable asset in your marketing
#SherpaWebinar
Speakers
Daniel BursteinDirector of Editorial Content
MECLABS
@DanielBurstein
Tony Doty Associate Director of Optimization
MECLABS
@TheRealTonyDoty
#SherpaWebinar
We’re sharing on Twitter!#SherpaWebinar
#SherpaWebinar
Daniel Burstein, Director of Editorial Content, and Tony Doty, Associate
Director of Optimization, MECLABS, discuss how you can discover your
company’s value proposition.
Watch it now
Access our other webinars
#SherpaWebinar
Speaker
Tony leads the Optimization Team at MECLABS and is responsible for guiding test strategy and design for many of MECLABS’ Research Partners.
He has extensive experience managing and supporting optimization projects from experimental design through results interpretation for Partners with varying levels of testing experience.
Tony Doty Associate Director of Optimization
MECLABS
@TheRealTonyDoty
#SherpaWebinar
Related Resources
• Value Proposition: 4 questions every marketer should ask about value prop
• Marketing Strategy: How you can use emails to test your value proposition
• Discovering Your Value Proposition
• Marketing Research Chart: Top platforms for testing value proposition
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Value Proposition
How to turn that shiny new value prop into a high-performing page
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What have we heard?
“I know this page is not properly communicating
our value proposition, but I need some help getting
the message out!”
“The logical step that is missing is to show how this value proposition is used to craft marketing collateral.”
“A single statement by itself is unlikely to provide sufficient detail for someone to buy
or take the first step in a sales process.”
“I need help implementing the value proposition
strategies.”
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What do I do next?
Now that I have a value proposition statement …
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PRIMARY PROSPECT
PROCESSPRODUCT
BUTTON
PRIMARY
Why should I buy from you rather than your competitors?
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Primary – Why should I buy from you rather than your competitors?
Prospect – Why should a specific prospect group buy from you rather than your competitors?
Product – Why should I buy a specific product from you rather than your competitors’ products?
Process – Why should I take a specific action on your site?
PRIMARY PROSPECT
PROCESSPRODUCT
BUTTON
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Primary – Why should I buy from you rather than your competitors?
Prospect – Why should a specific prospect group buy from you rather than your competitors?
Product – Why should I buy a specific product from you rather than your competitors’ products?
Process – Why should I take a specific action on your site?
PRIMARY PROSPECT
PROCESSPRODUCT
BUTTON
PROSPECT
Why should this prospect group buy from you rather than
your competitors?
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PRIMARY PROSPECT
PROCESSPRODUCT
BUTTON
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PRIMARY PROSPECT
PROCESSPRODUCT
BUTTON
PRODUCT
Why should I buy this productfrom you rather than your
competitors’ products?
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PRIMARY PROSPECT
PROCESSPRODUCT
BUTTON
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PRIMARY PROSPECT
PROCESSPRODUCT
BUTTON
PROCESS
Why should I take this action on your site?
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PRIMARY PROSPECT
PROCESSPRODUCT
BUTTON
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We are answering …
Why should [Prospect A] buy from you rather than any of your competitors?
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Who is the target audience?
Where are they?
What do you express?
How do you express it?
How to Express Your Value Proposition
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Who is the target audience?
Before you think about where you will express your statement and what you’re going to say, you need to answer …
Who am I talking to?
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Who is the target audience?
Identify the high-level prospect group for your statement.
For example, does it target:
• IT professionals?
• College students?
• B2B marketing managers?
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Where is your target audience? Now that you have identified your target audience …
Go find them!
(Hint: They’re not always on your homepage or landing page)
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Where is your target audience?
Identify the channels the prospect group is coming from:
• A targeted email campaign?
• A PPC campaign?
• Branded or non-branded?
• Display ads?
• Referral sites?
• Social media?
Visitors coming from different channels will have different motivations.
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Where is your target audience?
Identify the pages they visit:
• Landing pages?
• Product pages?
• Informational pages?
• Checkout pages?
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What do we express?
Infuse continuity
• Communicate value through every step of your funnel
But don’t be repetitive
• Different value points will be more relevant at different stages in the funnel
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What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
PPC Ad Product Page Features Page Shopping Cart Checkout
Increasing Granularity
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What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Examples
• Location: Homepage
• Messaging: Briefly introduce your company and direct visitors to the page they need
• Location: PPC ad/Display ad
• Messaging: Capture attention and elicit a click to get them on a landing page
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What do we express?
Each step of your funnel serves a specific purpose in the buying cycle.
Examples
• Location: Product page
• Messaging: Give visitors enough product information to complete the call-to-action
• Location: Checkout
• Messaging: Reduce friction and counteract anxiety while providing process-level value to get users through the process
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What do we express?
Choose one page at a time to focus on.
• Don’t overwhelm yourself by trying to optimize your entire funnel at once
Concentrate your messaging on your value proposition statement.
TEST IT!When [Prospect A] leaves this page,
I want them to know X, Y and Z
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What do we express?
Choose one page at a time to focus on
• Don’t overwhelm yourself by trying to optimize your entire funnel at once
Concentrate your messaging on your value proposition statement.
TEST IT!When [Prospect A] leaves this page,
I want them to know X, Y, and Z
If everything is a priority,then nothing is a priority.
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What do we express? Back up your claims with evidentials.
• Evidentials are “proof points” that add credibility
Evidentials incorporate:
• SpecificationEx. Holds certifications in Cisco CCDE & CCIE
• QuantificationEx. We have analyzed over 5 million calls
• VerificationEx. 2013 JD Power Award for Best Customer Service
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How do we express it?
The value proposition statement is a guide, not a template.
• The expression is an interpretation of the statement
• Expression will change based on where you are communicating it
• The claims you emphasize
• The tone you use
• The amount of detail A single
statement by itself is unlikely to
provide sufficient detail for someone to buy or take the first step in a sales process.
#SherpaWebinar
How do we express it?
The value proposition statement is a guide not a template
• The expression is an interpretation of the statement
• Expression will change based on where you are communicating it
• The claims you emphasize
• The tone you use
• The amount of detail you go in toA single
statement by itself is unlikely to
provide sufficient detail for someone to buy or take the first step in a sales process.
Do not copy and paste your statement onto a page.
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How do we express it?
Turn your company-focused statement into customer-focused communication.
• Your features do not matter if the customer does not understand how it benefits them.
Example:Company-focused: Babies R Us has over 872 store locations and an online store.
Customer-focused: Babies R Us offers convenient online and in-store shopping so friends and relatives can easily buy and send the right gift directly to the expectant parents.
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How do we express it?
Express your value proposition with more than just copy.
• Congruence: Every element on the page supports your value proposition.
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www.act-on.com | @ActOnSoftware | #ActOnSW
Next Steps
Need it today
Interested in a demo?
Call +1 (877) 530-1555
Email [email protected]
Web www.act-on.com
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How do we express it?
Express your value proposition with more than just copy
• Congruence: every element on the page supports your value proposition
But your value proposition is not justcopy!
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How do we express it?
Express your value proposition with more than just copy.
• Congruence: Every element on the page supports your value proposition.
• Other elements include:• Imagery
• Videos
• Navigation
• Slideshows or product tours
• Lead gen form intro copy
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How do we express it?
“Our new modular and manufactured homes are the cutting edge in
housing; they're spacious, modern and
contemporary.”
Not this … But this …
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How do we express it?
“Browse our huge electronics inventory
and select from thousands of
products.”
Not this … But this …
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How do we express it?
Not this … But this …
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How do we express it?
Not this … But this …
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How do we express it?
Not this …
But this …
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How do we express it?
Not this … But this …
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How do we express it?
Not this … But this …
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How do we express it?
Not this … But this …
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How do we express it?
Not this … But this …
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What does it look like?
Now that we know what we’re supposed to do …
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Who is the target audience?
Where are they?
What do you express?
How do you express it?
Expression Process Recap
1
2
3
4
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TEST IT!
Test it.
Keep testing it.
And again …
The Rest of the Process
5
6
7
8
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Testing Value Proposition
Why do we test value propositions?
• We are not the average consumer
• You cannot assume what points of value will resonate most with your customers
You will need more than one test!
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Testing Value Proposition
Why do we test value propositions?
• We are not the average consumer
• You cannot assume what points of value will resonate most with your customer
You will need more than one test!
You do not create your value proposition …
You discover it.
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Thank you!
Daniel BursteinDirector of Editorial Content
MECLABS
@DanielBurstein
Tony Doty Associate Director of Optimization
MECLABS
@TheRealTonyDoty
#SherpaWebinar
Daniel Burstein, Director of Editorial Content, and Tony Doty, Associate
Director of Optimization, MECLABS, discuss how you can discover your
company’s value proposition.
Watch it now
Access our other webinars