The unique value proposition is a statement that highlights the offer and the main reason why a brand stands out above and beyond from those who are providing similar product or service. It is also called as the unique selling proposition wherein the potential customers are being informed about the benefits they get from the offer, how the product may address their needs, and how well it can effectively solve their problems. Know that the future bends and changes with the kind of options it presents as an absolute alternative, and so does your sales opportunity. That is why most landing pages published the unique value proposition many times in many sections of the page so it sinks in to the minds of the readers. It is because a well understood proposition entices prospects to buy and at the same time, helps businesses build relationships. Understand that your brand’s unique value proposition is a promise of what you are going to deliver and it is the primary reason that your customer buys from you. The key is to create a unique value proposition that focuses on things that matter the most. My suggestion is to focus on relationships. One of the reasons companies are hiring relationship managers and customer retention assistants is to nurture relationships.
Though many companies are shifting to being customer centric, there are still a few of them that sees their customers as mere numbers of the profit equation. Not recognizing the role of the customer in driving business growth would definitely affect the brand’s relationship, which may result in a not so positive experience. Selling that focuses on helping the customer find a solution to a specific problem delivers more value especially if it is already systematically segmented. This makes every aspect of the customer journey experience a great source of competitive differentiation. Always seek competitive differentiation through every aspect of the customer journey and experience.
Identifying your value drivers may help you shape the customer’s experience and as a result, gain more opportunities when you deliver unexpected value. Value drivers are set of key words that quickly highlight the important points running at the back of the mind of the buyers as they work through the buying process. The technique helps focus your messaging to center on the points that a buyer considers first in every decision around your offer but the key words to be in the language of the customers. The main idea is to identify and articulate what it is about that feature that delivers something of value to the buyer. Accuracy of the information, timeliness of the information, and its relevance to the market and brand should be well represented in the unique value proposition statement.
Timing is very important when making valuable choices. We’re all looking for the perfect fit and there’s nothing like getting the right thing in the right place at the right time. Based on your here and now, you can change the results when you make the right decision at the right time. Never create a content without a plan. I had been blogging since I started as a virtual assistant but not really putting much attention to it. Each time I have an idea of something, I blog it. Lately, I realized it is not getting me anywhere because blogging for me was just a means to let out some creative thinking, explaining note taking in my own words, and yes, just my own way of getting myself preoccupied. Call it hobby but I rebranded and it is about to earn me passive income soon.
How in the world do you stay connected without adding value to your service? In fact, the unique value proposition is the most simplified marketing concept I have known across time that ultimately help with the buyers decision making process. Growth is inevitable when you add value and boost your customer experience. Create useful and relevant content. The more relevant and targeted a content is, the more it will be easier for you to attract what you want to attract. Indeed, content marketing is one of the best ways to generate leads and conversions with less money spent on ads. Make it a combination of images, videos, blog posts and articles.
It would be a great idea to start with articles that explain your service in detail. You may want to save the links as a reply to inquiries or easily share them in the Q&A. Take the time to do some research and plan your marketing message. Getting the word out about your business triggers brand awareness. While putting some efforts in brand awareness helps being remembered someday when someone needs your service, you should never ignore the importance of a unique value proposition focused on building a profitable relationship with customers.
As a virtual assistant, I feel the need to help my customers drive sales and revenue. My efforts are channeled to helping customers achieve success in growing their business as well as in keeping their life-work balance. Considering the need, I do extend work hours to finish my task as soon as possible. Because I understand and value the time, money, and effort invested in running and growing a business, you will find me taking notes and blogging my research to anything marketing. And yes, I learned a lot from blogging!
The growing power of the consumer through social media suggests that companies must invest more resources in building and maintaining customer relationships. Maintaining a good relationship with customers over time makes it more difficult for competitors to capture your customers’ attention. Repeat customers are more likely to make purchases than leads that have not been converted, thus making customer loyalty much more valuable. Set benchmarks for how well your marketing strategy converts leads into customers. Track where leads are coming from so you know what is and isn’t effective.
Leverage on influencer marketing which is the go-to and now trending marketing style of the digital marketers. Utilize the power of social media in marketing your brand. Draft your strategy using social media. Social apps make anything impossible before truly possible now, not to mention a wider reach across borders. It helps you stay connected and grow your audience with less advertising expenditure. This reminds me of one more thing to consider in posting your content – the timing. Another thing to consider is the timing of your post or ad. Imagine that perfect instance when your ad is served on a silver platter to a prospect who needs your exact offering at that exact moment.
Determine what part of the day is the best time to post your content or send marketing messages. Of course, you need to identify the best time and day in a week when your audience would spend at least a few seconds to read and respond to your message. The goal is to reach your audience at that certain time and mood in the day when they would be most receptive to your marketing message. For example, I have clients before who wants to send messages during the 8 to 5 office hours but ignored the one rule of most workplaces that restricts using personal cellphones when they are at work. Know that the best time to send marketing messages is when they are in transit and on their bus or train ride or before bed time. Practically, the days and times are a good starting point to close in, refine, and test.
Do not send messages or post content at those times of the day when people are dining or right after work because they might still be feeling the stress of the day, possibly unable to cool their heads from burn out. Decide when you want them to see you and be consistent in monitoring your online presence. In an era of marketing overload from unsolicited messages and ads, you may find your content not being noticed let alone acted upon. Communicate the right message with the appropriate format at the right moment. To achieve positive outcomes, you must learn how to reach your target audience effectively or end up wasting your time, energy, and money. Try increasing your revenue by investing in less – social media.
Remember
Marketing is all about the message and one of the most common mistakes marketers do is not having a clear message let alone a unique value proposition. Most business owners are not great at crafting messages that is why it is crucial that you learn some copywriting skills and have a clear understanding about the offer. You can’t do everything yourself so you have to take things one at a time. There is a frequency of impressions you need to make on people before they more to action. So, create a plan that builds trust and shows value. The hardest is the easiest to say – build a relationship!
Shirley Chio (Virtual Assistant – Remote)
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