Value Proposition: How to leverage your company's most valuable asset in your marketing
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Value Proposition: How to leverage your company's most valuable asset in your marketing

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The recording of this webinar will be available Thursday, November 19th at: ...

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.

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  • 1. Value Proposition: How to leverage your company’s most valuable asset in your marketing #SherpaWebinar
  • 2. Speakers Tony Doty Daniel Burstein Associate Director of Optimization MECLABS @TheRealTonyDoty Director of Editorial Content MECLABS @DanielBurstein #SherpaWebinar
  • 3. We’re sharing on Twitter! #SherpaWebinar #SherpaWebinar
  • 4. 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
  • 5. Speaker Tony leads the Optimization Team at MECLABS and is responsible for guiding test strategy and design for many of MECLABS’ Research Partners. Tony Doty He has extensive experience managing and supporting optimization projects from experimental design through results interpretation for Partners with varying levels of testing experience. Associate Director of Optimization MECLABS @TheRealTonyDoty #SherpaWebinar
  • 6. 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 #SherpaWebinar
  • 7. Value Proposition How to turn that shiny new value prop into a high-performing page #SherpaWebinar
  • 8. What have we heard? “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 know this page is not properly communicating our value proposition, but I need some help getting the message out!” “I need help implementing the value proposition strategies.” #SherpaWebinar
  • 9. Now that I have a value proposition statement … What do I do next? #SherpaWebinar
  • 10. Why should I buy from you rather than your competitors? PRIMARY PROSPECT BUTTON PRODUCT 10 #SherpaWebinar PROCESS
  • 11. Primary – Why should I buy from you rather than your competitors? PRIMARY Prospect – Why should a specific prospect group buy from you rather than your competitors? PROSPECT Product – Why should I buy a specific product from you rather than your competitors’ products? BUTTON Process – Why should I take a specific action on your site? PRODUCT 11 #SherpaWebinar PROCESS
  • 12. Why should this prospect group buy from I buy from you Primary – Why should you rather than your competitors? rather than your competitors? PRIMARY Prospect – Why should a specific prospect group buy from you rather than your competitors? PROSPECT Product – Why should I buy a specific product from you rather than your competitors’ products? BUTTON Process – Why should I take a specific action on your site? PRODUCT 12 #SherpaWebinar PROCESS
  • 13. PRIMARY PROSPECT BUTTON PRODUCT 13 #SherpaWebinar PROCESS
  • 14. PRIMARY PROSPECT Why should I buy this product from you rather than your competitors’ products? BUTTON PRODUCT PROCESS 14 #SherpaWebinar
  • 15. PRIMARY PROSPECT BUTTON PRODUCT 15 #SherpaWebinar PROCESS
  • 16. PRIMARY PROSPECT BUTTON Why should I take this action on your site? PRODUCT 16 #SherpaWebinar PROCESS
  • 17. PRIMARY PROSPECT BUTTON PRODUCT 17 #SherpaWebinar PROCESS
  • 18. We are answering … Why should [Prospect A] buy from you rather than any of your competitors? #SherpaWebinar
  • 19. How to Express Your Value Proposition Who is the target audience? Where are they? What do you express? How do you express it? #SherpaWebinar
  • 20. 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? #SherpaWebinar
  • 21. 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? #SherpaWebinar
  • 22. 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) #SherpaWebinar
  • 23. 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. #SherpaWebinar
  • 24. Where is your target audience? Identify the pages they visit: • Landing pages? • Product pages? • Informational pages? • Checkout pages? #SherpaWebinar
  • 25. 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 #SherpaWebinar
  • 26. What do we express? Each step of your funnel serves a specific purpose in the buying cycle. Increasing Granularity PPC Ad Product Page Features Page #SherpaWebinar Shopping Cart Checkout
  • 27. 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 #SherpaWebinar
  • 28. 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 callto-action • Location: Checkout • Messaging: Reduce friction and counteract anxiety while providing process-level value to get users through the process #SherpaWebinar
  • 29. 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. When [Prospect A] leaves this page, I want them to know X, Y and Z #SherpaWebinar TEST IT!
  • 30. 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 If everything is a priority, Concentrate your messaging on your value proposition statement. then nothing is a priority. When [Prospect A] leaves this page, I want them to know X, Y, and Z #SherpaWebinar TEST IT!
  • 31. What do we express? Back up your claims with evidentials. • Evidentials are “proof points” that add credibility Evidentials incorporate: • Specification Ex. Holds certifications in Cisco CCDE & CCIE • Quantification Ex. We have analyzed over 5 million calls • Verification Ex. 2013 JD Power Award for Best Customer Service #SherpaWebinar
  • 32. How do we express it? The value proposition statement is a guide, not a template. A single statement by itself is unlikely to provide sufficient detail for someone to buy or take the first step in a sales process. • 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 #SherpaWebinar
  • 33. 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 to Do not copy and paste your statement onto a page. 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
  • 34. 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. #SherpaWebinar
  • 35. How do we express it? Express your value proposition with more than just copy. • Congruence: Every element on the page supports your value proposition. #SherpaWebinar
  • 36. #SherpaWebinar
  • 37. Next Steps Interested in a demo? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com • • • • • • • • Ask about us on Quora Collect tips from us on the Marketing Action Blog Converse with us on Twitter Circle us on Google+ Follow us on Pinterest Learn about us on LinkedIn Meet us on Facebook Watch us on YouTube Need it today www.act-on.com | @ActOnSoftware | #ActOnSW
  • 38. 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 just copy! #SherpaWebinar
  • 39. 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 #SherpaWebinar
  • 40. How do we express it? But this … Not this … “Our new modular and manufactured homes are the cutting edge in housing; they're spacious, modern and contemporary.” #SherpaWebinar
  • 41. How do we express it? But this … Not this … “Browse our huge electronics inventory and select from thousands of products.” #SherpaWebinar
  • 42. How do we express it? But this … Not this … #SherpaWebinar
  • 43. How do we express it? But this … Not this … #SherpaWebinar
  • 44. How do we express it? Not this … But this … #SherpaWebinar
  • 45. How do we express it? Not this … But this … #SherpaWebinar
  • 46. How do we express it? But this … Not this … #SherpaWebinar
  • 47. How do we express it? But this … Not this … #SherpaWebinar
  • 48. How do we express it? But this … Not this … #SherpaWebinar
  • 49. Now that we know what we’re supposed to do … What does it look like? #SherpaWebinar
  • 50. #SherpaWebinar
  • 51. #SherpaWebinar
  • 52. Expression Process Recap 1 Who is the target audience? 2 Where are they? 3 What do you express? 4 How do you express it? #SherpaWebinar
  • 53. The Rest of the Process 5 TEST IT! 6 Test it. 7 Keep testing it. 8 And again … #SherpaWebinar
  • 54. 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! #SherpaWebinar
  • 55. Testing Value Proposition Why do we test value propositions? • We are not the average consumer You do not create your value proposition … • You cannot assume what points of value will resonate most with your customer You discover it. You will need more than one test! #SherpaWebinar
  • 56. Thank you! Tony Doty Associate Director of Optimization MECLABS @TheRealTonyDoty Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein #SherpaWebinar
  • 57. 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