The secret’s in the sauce!
Social Media marketing isn’t rocket science, but if you build your social media strategies like rocket scientists build rockets, your chance of taking your business to the moon is more than just a dream.
This week, we’ll focus on three critical points that will help you build your blueprint; your unique value proposition, your customer’s pain points, and your customer avatar.
Your Unique Value Proposition
If you haven’t already done so, you’ll need to develop your unique value proposition (UVP). If you have a UVP, take a hard look at it to make sure that you’ve taken into consideration following information. If the term UVP is new to you, we’re talking about the one thing you bring to the table that your competitors don’t. What makes you unique, what’s your secret sauce? Your UVP is the most important aspect that people will remember in considering your brand; so it’s essential to get it right. Content throughout your website and every piece of inbound and outbound marketing you push out must contain your UVP.
To develop a meaningful UVP, you will need to:
- Have an in-depth understanding of your customers
- Understand your customer’s needs and goals
- Position your brand as the one best qualified to meet the needs of your target market
What makes a good UVP?
- Clarity – it’s easy to understand
- Communicates specific results the customer will get
- Explains how it’s different and better
- Can be read and understood in 5 seconds
Your customer’s pain points
Once you have a thorough understanding of your customers, identify their top 3 pain points. When you know what those pain points are, your job is to find common ground; let them know that you understand what they need and that you have the solution.
For example, Wide Web Advisor is a marketing agency specializing in digital marketing strategies. Every prospective client wants us to do one thing for them: improve their bottom line. How do we show them we can do that?
- We evaluate where they are and where they want to go using our Discovery process
- We use our metrics to show that we can increase traffic to their website
- We show how we’ll generate more high-quality leads from that traffic
- We show them how we’ll increase conversion of those leads
- And, finally how their business will benefit over time from our marketing endeavors, through evaluation and analytics
Identifying your ideal customer
You’ve identified your UVP now it’s time to identify your ideal customer by creating one or two Customer Personas or Avatars. These are the imaginary people you have created, who will purchase your products or services. These are the people who dictate what social media platforms will be the most effective in converting prospects into customers. These are the people you will speak to when crafting content for your emails. Your Customer Avatars are your target market.
Here are some questions you’ll need to answer:
- What solutions is your avatar seeking?
- What blog posts, videos, lead magnets, etc. should you create to attract your avatar?
- Which ad platforms should you target?
- How should you describe offers in your content to compel your avatar to buy from you?
Here’s a sample of a Customer Avatar form
If time, energy or inexperience are factors that have stopped you from creating a blueprint for digital marketing strategies for your business, please take a look at our Discovery packages.
If you’re just beginning to ramp up your holiday marketing strategies, it turns out you should have already begun. Don’t beat yourself up, make a hot cup of tea and take two minutes to read these 8 tips from some industry experts.
Retailers increase their email frequency to their subscribers by roughly 50% during November and December
Source: Chad White, Resource Director – Litmus
JUST DO IT
The # 1 cause of chaos in preparing any campaign is when you get a late start.
Source: Jamie Turner, CEO 60 Second Marketer
SOMETHING IS BETTER THAN NOTHING
The holidays will very well be your peak season. This is when your focus should be on operations and execution.
Source: Jason Dea, Director of Product Marketing – Intelex Technologies
CREATE A THREE-MONTH CALENDAR
Print out a three-month calendar and work backwards to identify when promotional graphics need to be created, when email copy needs to be written, and when emails need to go out.
Source: Richard Lazazzera, Founder, A Better Lemonade Stand
GIVE YOUR SITE A FESTIVE LOOK
Giving your site a festive, holiday feel tends to heighten the emotional shopping experience, which can boost conversions.
Source: Ryan BeMiller, Founder – Shopping Signals
MAKE CUSTOMER LOYALTY A PRIORITY
Using retention tactics like a loyalty program as part of your holiday promotion helps you now, and in a slower Q1
Source: Alex McEachern, Loyalty Marketing Specialist – SweetTooth
OFFER A SERVICE THAT RELIEVES STRESS FOR YOUR CUSTOMER
I can’t tell you how many years I’ve confined my gift search to one or two stores, simply because they were offering fast shipping, or because I knew the item would arrive wrapped to perfection.
Source: Ashley Suarez Wood, Content Marketer – Parklane
FOCUS ON STANDING OUT
Discounting is an option, but a much better one is humor, newly released products, or a compelling story line.
Source: Andrew Youderian, Founder, EcommerceFuel
If you’re “in the weeds” with your marketing, reach out to us, we’ll be happy to discuss our digital marketing options.
Your homepage is your website’s virtual front door. If a new visitor doesn’t like what they see, their knee-jerk reaction is to hit the “back” button.
Let’s examine what it takes to pass the first impression test.
1) It clearly answers who you are, what you do and what solution you offer your visitor
Here’s a little secret that experienced web professionals and marketers know. People are looking for a solution to a problem when they visit a website. Whether your offering a service or selling a product, it’s imperative that your HOME page lets the viewer know that you can solve their problem.
Steven Krugg sums it up best in his best-selling book, Don’t Make Me Think: If visitors can’t identify what it is you do within seconds, they won’t stick around long.
2) Speak to your target audience using your Customer Persona as a model
A homepage needs to be narrowly focused; speaking to the right people in their language. The best homepages avoid “corporate gobbledygook,” and eliminate the fluff. The best way to know if you’re speaking to your target audience is by creating one or two “customer personas” sometimes known as “customer avatars.”
Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)
3) Communicate your value proposition.
When a visitor arrives on your homepage, your goal is to compel them to stick around. Your homepage is the best place to highlight your value proposition to encourage viewers to remain on your website.
A value proposition is a clear statement of the tangible results a customer gets from using your products or services. You might include a synopsis of your work with similar customers as proof and demonstration of your capability.
4) Optimize for multiple devices.
Your homepage must be easy to navigate, with no “flashy” objects to get in the way of browsing. Nix the flash banners, animations and anything that is unnecessary for getting your message across clearly and simply. Your entire site should be mobile optimized which is incredibly important in today’s mobile world.
5) Include calls-to-action (CTAs).
Use primary and secondary calls-to-action to direct visitors to the next logical step. Examples include “Free Trial,” “Schedule a Demo,” “Buy Now,” or “Learn More.”
The goal of the homepage is to compel visitors to dig deeper into your website and move them further down the funnel. A call to action turns your homepage into a sales-or lead-generation tool.
6) Always changing.
The best homepages aren’t always static. Some of them, like Whitehouse.gov, are constantly changing to reflect the needs, problems, and questions of their visitors.
7) Employ great overall design.
A well-designed page is important to building trust, communicating value, and navigating visitors to the next step. You’ll notice that our home page effectively uses layout, CTA placement, whitespace, colors, fonts, and other supporting elements.
Does your website pass the “first impression” test?
Contact us for a free evaluation of your homepage by following the steps below:
- Complete the form on our Get Started
- In the Section: Anything else we need to know? Enter: Video review
- We’ll email your video evaluation within 2-business days.