Regardless of how you position your business, there must be a readily apparent value proposition. This is one of the most fundamental concepts of marketing, yet it all too often seems to be misunderstood.
Every time you post to social media, send out an email newsletter, or launch a paid advertising campaign, you have mere seconds to capture your prospect’s attention. With such little time, you have to discern whether or not your offering is strong enough.
If the answer is “yes”, then feel free to commence with your digital marketing efforts. You should notice high engagement and conversion rates as a result.
But if the answer is “no”, then consider reworking your message. One trick to do so is to simply place yourself in your prospect’s shoes. If I were them, would this message be immediately important to me?
Whether or not you’re offering a clear benefit isn’t the only issue that needs to be addressed. Consider the fact that every industry in the world is saturated. It doesn’t matter if you’re referring to consulting, real estate, law, etc. Every single one of them has thousands of businesses competing with one another. So every business owner is facing an uphill battle from the get-go.
To make matters worse, every industry is competing for the time of their prospects and customers because people don’t have one single problem to solve. They usually have three-five distracting them at any moment.
So when an individual receives a newsletter pertaining to buying a home from one realtor, they could very easily be receiving emails regarding software solutions, business logistics, etc. With only so many hours in the day, there’s finite amount of attention that could be dedicated to any one thing.
So what can you do as a marketer to further increase your business’ reach, engagement, and ultimately, conversions?
There are no limits on how narrowly you can focus your marketing efforts. For instance, instead of targeting real estate law firms, you can target real estate law firms in Chicago with 10-15 employees. By specifying your audience, your marketing efforts will take on a “quality over quantity” mindset.
Identify the Proper Channel
At the beginning of this article, I mentioned social media marketing, email marketing, and paid advertising as a handful of common digital marketing techniques. However, results vary business to business and not every marketing method will work as well as others.
As a suggestion, A/B test a wide variety of marketing tactics for a defined period of time. Based on the outcome, eliminate those that don’t seem to be driving new business and double down on the others.
Finesse Your Message
Once the targeting is refined, the only thing left to work on is your messaging. And a few simple questions can make a world of difference when advertising your business. Some examples include:
- Am I selling an identifiable benefit?
- Is my business differentiated from competitors?
- Have I presented credibility ahead of the sales “ask”?
While these aren’t the only questions you could ask yourself, they represent a solid base for the type of mentality mandated of an advertiser.
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