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digetry Blog - Customer Focused Marketing

Craft A Unique Value Proposition & Drive More Leads Online

Posted by Greg Schraff

Oct 8, 2016 1:44:00 PM

I’ve talked a lot about what’s required to generate leads online, and I’m not referring to just getting a couple leads here and there, I’m talking about building a process to predictably produce qualified leads on a consistent basis. 

At a high level, your Target Market, Offer, and Services need to be aligned. Within each of these three elements there are steps you need to take in order to ensure alignment, which is all documented in our Lead Generation Blueprint.

Get leads online with a unique value propositionIn addition, you must bring an intense Focus to the process.

Trying to be everything to everyone is a recipe for failure, particularly when it comes to B2B lead generation.

For example, one mistake I see a lot of small and mid-sized business make are websites that promote a laundry list of services to deliver on a vague offering for a wide range of target markets.

Compounding this mistake is another common error that I see (or don’t see, in this case): the absence of a differentiating value proposition.

Not knowing, or at least not articulating, what makes your business unique and worth your customer’s money and time is a missed opportunity to attract and engage your ideal prospect.

So, in this post we are going to discuss how to create a differentiating value proposition, one that clearly articulates the rare value you can bring to your customers and why someone should work with you.

Your unique value proposition informs all of your marketing by immediately and clearly answering these questions:

  • What do you do?

  • Who is it for?

  • How do they benefit?

  • How are you special?

  • Why should anyone believe you?

 

What do you do?

This is answered by what you’ve decided upon as your Offer and Services.

Your offer is the hook that gets consumers to buy, and it needs to connect with your prospects online by being something they believe, which is relevant and useful to their needs.

Promote the service(s) that is most valuable to your target audience, and which directly support your offer.

 

Who is it for?

This is answered by what you’ve decided upon as your Target Market. But now you need to go one level deeper and connect to why your offering is for them. Answer these questions with your target customer (your buyer persona) squarely in mind:

  • What specific problems are you solving for them?

  • What pains do they feel while these problems persist?

  • Why are these problems and pains so important to them personally?

 

How do they benefit?

You’ve described what you offer and how. Now describe why the prospects should care. It needs to answer the question, “What’s in it for me?” Your ideal prospects will care most about what you acheive for them, not how you acheive it. Focus on the what.

 

How are you special?

This is what allows you to command the fees you charge! It can be your unique background. Your client list. Your results. Etc. Prospects can’t price-shop if there is no one in your league.

 

Why should anyone believe you?

It’s one thing to sing your own praises. It’s another to have other people sing them for you. You need build trust online by using these types of elements in your marketing: testimonials, case studies, certifications, credentials, partnerships.

 

Pull together your answers to these five questions and edit them down to as concise a statement as possible - ideally one to three sentences. This is your elevator pitch, what you use in all of your marketing, stated explicitly or otherwise, which succinctly answers the question, What does your business do?, because it not only explains what you do, but the unique value you provide and the reason your customers work with you.


If you would like to optimize all aspects of your online marketing, download our free guide for generating more B2B leads online:

B2B Leads - The Lead Gen Blueprint

 

Topics: Digital Strategy & Marketing

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This is digetry's blog where you will find all sorts of valuable marketing ideas and practical information about how you can generate more B2B leads online.

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