Today's consumers have the internet in their back pocket, making it a necessity for your business to have an online presence. But simply having a website and a Facebook page for your business isn't going to cut it. You need to fully embrace inbound marketing to earn the attention of your target audience and help your business to be easily found online.
To be successful with inbound marketing (or any type of marketing), you need to not only believe in the value that your brand offers, but also understand how to communicate your value proposition to customers. Most simply defined, your value proposition statement provides a compelling and tangible description of how individuals or businesses will benefit from buying your product or service.
Inbound Marketing Helps You to Tailor Your Value Proposition to Your Recipient
Since you won't want to give the same canned speech to every prospective customer that comes your way, it's important that you find a way to deliver your special nuggets of information in a way that is tailored to your recipient. Inbound marketing can help with this as you'll need to vary the message that you deliver via each component of your strategy (email, social media, blog, website, etc). For example, while long-form content is appealing to your blog followers, it wouldn't work on a visually-driven social media platform like Instagram. However, you could still communicate your brand's value proposition on Instagram using an engaging image or video.
Building Blocks for Communicating Your Value Proposition Via Inbound Marketing
If you want to use inbound marketing to effectively communicate your brand's value proposition, you must first address each of these building blocks:
1. Understand how your target customers interact online.
Dig deeper into who your ideal customer is by gaining an understanding of how they like to interact online and the types of content that they prefer.
Taking a general look at the demographics of your target audience can provide you with some valuable insight as to where they spend their time online. For example, if you're targeting Generation Z (born between 1995 and 2015), your inbound marketing efforts will be best spent on visually-driven social media platforms such as Instagram and Snapchat. On the other hand, Baby Boomers (born between 1994 and 1964) statistically are best reached on inbound marketing channels such as Facebook and email.
Assuming that you already have an online presence, take a look at Google Analytics to see the types of content that your target audience is engaging with the most on your website. There is also a wealth of free analytics tools that can make you aware of how your social media content, blog posts, and emails are resonating with your audience. Use this data to your advantage to understand how your target customers interact online and the types of content that impact them the most.
2. Hone in on their pain points.
You can't use inbound marketing to communicate that value that your brand can offer without being aware of the pain points that your target audience is dealing with. Your sales reps work on the frontline with customers and are an invaluable resource for pain point discovery. Reviewing customer testimonials and your online reviews can also provide you with powerful insight about the hardships that your target audience is dealing with. Take the time to fully understand these pain points so that you can address them in your value proposition and share how your brand can help them to overcome these struggles.
3. Understand the impact of solving your audience's pain points.
To really get your value proposition to resonate with your audience via your inbound marketing channels, you must be aware of the rational and emotional benefits that will come from solving their need. This is a major factor in determining whether your message will hit home or not.
4. Frame your offerings within the context with how they will solve your audience's needs.
For many businesses, this is a slippery slope to navigate as they are tempted to dive into a sales pitch. Instead, a best practice is to share your unique approach and how you work with your customers to solve their problems. Keeping the message about your customers will help you to maintain their attention.
5. Offer social proof.
Of of the biggest advantages to using inbound marketing to communicate your value proposition is that can easily demonstrate social proof of your value. Create a page on your website for customer testimonials and encourage customers to leave reviews for your business on your social pages. When you collect these reviews, be sure to share them with your target audience via email. Using the various channels of your inbound marketing strategy to delivery user-generated content from actual customers will help to convey the real, genuine value that your business offers.
Addressing each of these building blocks will help you to craft a value proposition statement that you can effectively communicate to your audience via inbound marketing.
With so many moving parts involved with inbound marketing, it's in your best interest to partner with an inbound marketing agency that will ensure your value proposition is expertly tailored to each of your strategy's channels. Contact us at New York Ave to learn how we can help you to grow your business online.