The value proposition in business marketing 

In short, a value proposition describes how a product or service will benefit its customers. A value proposition is different from your company slogan/motto.

Your customers should understand clearly how the added value your company promises will benefit them. In addition, a value proposition can also tell who your company’s service is aimed at, i.e., directly define your target audience. This way, your customer will know from your value proposition whether your service is targeted at them.

What is a good value proposition?

You need to consider your value proposition carefully since a poorly defined value proposition can put off potential customers. So don’t over-promise or over-emphasize your business, but focus on the benefits your customer will receive. Customers are always interested in the added value they get if they choose to use your service. 

And don’t list the features of your product, although this is often done in business marketing. Again - remember that the customer is only thinking about the benefits they will receive.

1. Create a value proposition that works for your business

• What does your service offer in terms of benefits?
• How does your service stand out from your competitors?
• How does the customer perceive the benefits of using your service?

2. Create a value proposition that works for your customer

• What problems might the customer experience without your service?
• Why might the customer want your product (additional benefits even if there are no problems)?
• Why does the option you offer provide more comprehensive benefits vs. competitors?

Here’s a good infographic from HubSpot on writing a value proposition.

What is the best way to test a value proposition?

You can test different value propositions and determine which of these options is most likely to interest your potential customers. You can test your value proposition in several ways in digital marketing, such as A/B testing. 

You can make several different ads and let social media or Google take turns serving these ads to your potential customers. You can see which of your ads is most likely to attract customers to your business website to learn more about your services, based on the effectiveness of your advertising.

Testing your value proposition is essential, but be sure to do it carefully. The test must be visible to the specific target audience of your service. Otherwise, the test results will not be relevant to you, and you may end up using a weak value proposition instead of a better-performing one.

Why is a value proposition important?

The value proposition is also essential for internal communication within your company. This way, the people working in your company know what additional benefits you promise the customer and where your company in particular needs to succeed because these are the things you have promised the customer. 

The value proposition also helps your company’s marketing department to design the messages that your advertising and promotional materials will constantly emphasize. Your messages will frequently change without a value proposition because the goal will change with the service or time being advertised.

What are the best ways to introduce it?

You can quickly introduce a value proposition through digital marketing, both to existing customers and potential customers. 

You can advertise your products or services directly, targeting customers who have already bought from your business, to customers who have visited your website, or to your potential customers. This allows you to quickly launch your value proposition to your target audiences and measure how your customers respond to your new proposition.

What are the best places to promote your value proposition?

Of course, you can also promote your value proposition through all the traditional channels, such as face-to-face meetings, events, and TV advertising, etc. But if you want to reach your entire target audience effectively and quickly, it’s worth thinking about how to reach your customers on digital channels because that’s where your customers are today. 

The leading digital marketing channels are listed below, although there are countless options.

Promoting value proposition with Google Ads keyword advertising

Google is where you can find potential customers who are interested in your industry’s services but may not yet be familiar with your company. However, they already have a genuine interest in your services because they are currently searching for services in your industry. 

So you can quickly communicate your company’s value proposition to all customers interested in your industry’s services through Google Ads keyword advertising.

Promoting value proposition through Social media platforms

Social media channels allow you to get your message across, even if your target audience is not looking for your services at the moment. 

This is a particularly effective channel to promote your value proposition because Google advertising only reaches customers who are searching right now. And, only 10% of them will click on your ad, regardless of whether you do the advertising yourself or whether you have chosen the best advertising partner in Florida. 

So with social media advertising, you can get your company’s value proposition across to your target audience in just a few days.

Promoting value proposition with Banner advertising (Google display advertising)

Banner advertising is one of the oldest forms of digital marketing and, if used correctly, is still an effective way to reach the desired audience. For example, you can reach out to all the potential customers who have visited your competitors’ websites and get your message seen by them.

Banner advertising is also a very effective way to promote your company’s value proposition to your most potential customers.

Whatever channel you use to communicate your value proposition, the importance of targeting cannot be overemphasized. The value proposition must be visible to your potential customers. Otherwise, you will waste the effort and money invested, and your target audience will still not know your value proposition.

Contact us, let’s work together to find the best way to communicate your value proposition to your potential customers. These are our core competencies, and it frees you up to focus on what you do best.

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