Whether you are a Cloud technology provider or an experienced managed IT services provider, if you want to keep a finger on the DevOps culture and best new Cloud technology practices you should be very active on Twitter.  The average Twitter user follows five businesses, and 80% of all Twitter users have mentioned a brand in a Tweet. In the IT world active developers, system administrators and engineers now are helping IT pros and organizations connect the dots between DevOps, cloud-native technologies, and open-source.

Moreover, modern development practices are tweeted, retweeted and bring more value to the world-class operations teams. This makes Twitter a good platform to connect with IT people and contribute to Cloud technology ecosystem. And you know what? Your competitors are already there – connecting with IT experts and influencers, inspiring conversations. So if you want to revamp your Twitter strategy, first you should take a look at your competitor’s accounts.

Driving Up Engagement

Now when you know your audience can be reached via the platform you can create and publish content which differentiates your business from the others. No matter if it is a new technology that should be brought to a larger audience or you want to discuss the existing practices that keep you in the pace of the ever-changing Cloud technology, you can connect exactly with the specialists that are professionally interested in the topic.  

With Twitter Ads businesses can easily bring an audience of their choice for increased exposure and visibility. Advertising on Twitter can wider your target audience, bring more followers and also lead to a discussion where professionals from the same sphere start conversations on mutually interesting topics. 

 

Boost Your Business By Advertising On Twitter In Six Simple Steps

1. Set goals

When you have objectives and goals in place, you can easily measure the results of your performance on any social media site. Having goals also helps determine when your strategy isn’t working and can help you get to the right place. Each of our campaign objectives is specialized to fit specific goals and serve each part of the marketing funnel. You’ll only be charged when someone takes that action. 

You can choose from the following objectives: 

Awareness: If you want to maximize the number of people you see your Promoted Tweet, than you are billed per 1,000 impressions.

Consideration: Choosing this objective means you are billed only when you reach people for the exact goal you set earlier. For example, if you want people to watch your video, you are billed for every view. If you want to drive more traffic to your website then you pay for link clicks (cost per click). Moreover, you can wider your audience and pay based on how many engagements you get on your tweet or based on how many new followers you get.

Conversion: You want people who already have your app to open and use it. You’re billed for each app click.

2. Target Your Audience

You can filter by demographic and audience features, including follower look-alikes targeting, event targeting, interest and conversation targeting, re-engage targeting or create your own custom audience list. 

With location targeting, you can get as specific as a particular metro area or even a postal code. Or you can be broad and target a whole country. The ‘Audience features’ section allows you to target your ad to users based on specific interests like events, interests, behaviors, and even specific keywords.

3. Visualize

Make tweets that stand out. Use appropriate media, videos and visualization that differentiates your business and helps to make it clear what your brand represents and what message you want to address to your audience.

4. Keep It Short And Simple

The rules of Twitter are pretty simple: Keep your messages short and sweet, tweet regularly, and don’t just tweet about yourself. 

When thinking about adding value on social, try asking yourself if your tweets advance an idea, entertain, or educate the audience. Without any of those three things, your content is likely to fall flat. Additionally, remind yourself that the purpose of Twitter is to connect and spark conversations.

5. Budget

The price of Twitter Ads is up to you; there’s no minimum campaign spend. You choose a daily budget for your ads during campaign setup, and it will never go over this amount. We strongly recommend setting budget at least on two levels – campaign and daily, so that you can control your spendings. 
6. Analyze And Measure Results

Once you set up your Twitter ads account you will have access to Twitter Ads Manager and its many features, like tracking your advertising campaigns and analyzing metrics. In that way you can measure the results of your campaign and the amount of targeted audience you reached.

A general tip for measuring your performance on Twitter is to focus less on vanity metrics. Vanity metrics, like impressions or follower count, are often high numbers that look good on paper but don’t help you meet your business goals.

It’s more important you know how many people clicked on the link you tweeted, or how many people are interacting and engaging with you out of your total audience number, so you have a firmer understanding of which content is most popular with your audience, and what translates to the highest amount of leads.

Consistency Leads To Results

It takes time to build a loyal and interactive Twitter audience. Once you start, you should tweet regularly and have a clear marketing strategy for your Twitter advertising. Being consistent in publishing content should attract new followers, encourage new leads, boost conversions, and grow brand recognition. Furthermore, those followers who already recognized you as a meaningful content creator, are likely to boost even more engagement on your account.

It is not that hard to establish a brand. But running a business and developing in the long-term doesn’t seem so easy. So what is next? 

It is not like all your potential and real customers just appear from anywhere. You are the one who should reach the people who are most likely to engage and seek your offering. Furthermore with the big competition on the market and the economic uncertainty nowadays you should constantly review the ones that are most likely to seek your product and services. Without regularly revisiting their target audience businesses tend to fail, decline their sales or stagnate at best.

Building a brand and turning it into a meaningful organization that generates revenue and grows is a very long journey. But what is really a target audience and how you can define it? 

Business owners tend to make assumptions about who is their target audience based on their wishes. Actually, the target audience is a group of potential users that want to engage with your business. They are likely united by some common characteristics, like demographics and behaviour. Targeting your audience must be based on research and your data should contain concrete information to validate the identified audience.

Why Do you Need To Define A Clear Target Audience?

To find the right channels
Now when you know the characteristics of your audience it will be easier for you or your marketing agency to reach them. For example, if your target is males between 30 and 55 years interested in cloud computing, you will spend time advertising and creating content in channels which are used mainly by them. For example Twitter, LinkedIn or specific websites like TechTarget or ZDNet. When you dive even deeper into the demographics, nationality, interests, hobbies, etc. characteristics of your audience for sure you will save a lot of precious time, effort and money.

“$37 billion is wasted in ad spend every year from ads that fail to engage the target audience.” – a white paper says

To market in social networks

With social media, it is easy to reach and connect with the specific groups that show interest in your brand. As you develop your target audience definition, you can get highly specific. Starting with the people who are already buying your product and/or following your account, you can excel in reaching those potential clients with the characteristics’ you previously established. The more specific you are, the better results you will get. Make sure that you include age, language, interests, location, specific technical skills and interests. B2B businesses even consider the sizes of businesses they want to approach and the exact people who are making the buying decisions (the CEO, IT director, social marketing manager, etc.) – the so-called account-based marketing. Social media can be even a way to double-check your research because based on the statistics provided you can improve your listing and go ahead one step in your journey of being recognized among your clients. This is especially important at a time when consumers expect every ad to be personalized and highly targeted.

To develop your product 

Marketing demand and customers are changing and so should your product. Reaching those who tend to be connected with your brand might turn into the development and improvement of your products. You can learn from your target audience if you try to understand them and interact with them. In fact, 80% of consumers say they are more likely to do business with a brand that offers personalized interactions.

Meet your audience’s demand by analyzing: 

• Market demand
• Purchase motivations and influences
• Gap analysis
• Optimal price points
• Existing buying behaviour
• Customer trade-offs
• Purchase triggers
• Customer and purchase journeys

To improve your business performance

If you choose the customer-centric approach you will not only retain and make feel special those who buy from you but you will develop your strategy to suit your customers. Overall aren’t all successful businesses structured to meet their clients’ demands?
 

Ways to determine your target:

1.Search among your base

Probably you already identified a group of people who buy your product. Try analyzing them deeply: how old they are, where they live, what are their interests, are they decision makers or supporters, try even to search specific events and pages they follow. This is how you will know where to search for audiences with similar interests and characteristics and you will reach more people.

2. Conduct Market Research

Dive deeper into the obstacles that don’t help your business to grow. Search trends of similar products so you can fill the gaps in your business strategy. After that, you can focus what are the specifics of your product that bring your customers additional value.

3. Take a look at your competitors

Always take a look at your competitors. Even if your competitive product is more worthy. They might have used some online and offline channels that got them clients that still don’t know about your products. Search for them if they show interest in similar products to your offerings.

4. Specify your typical clients

The idea of that is to have a very clear idea of the people you want to reach. This is how you will get a general idea of the demographics, personalities and needs of your audience. Such a complete view of the buyers can be defined based on data, surveys, digital engagements and any other information marketers can pull from. 

5. Define who you don’t need to reach

For sure there will be people who are really close to your clients by some characteristics of your target. Still, you have to define them so you don’t take effort trying to reach them without any beneficial result for both them and your business.

6. Optimize often

Once you gathered information about your target audience you can upgrade your list and you should continuously revise it. When you interact with them you will have a clear idea of who they are and how you can gather more information and reach more similar people.

7. Use Google Analytics

The tool offers a lot of data about those who visit your website and exactly what kind of content they are interested in. Based on Google Analytics you can make many data-driven decisions and improve your connectivity with the audience.

Creating a target audience is essential for knowing where to focus your sales and marketing efforts. This helps you to understand who your target customer is and what they care about. Otherwise, sales is an uphill battle. You can’t be everything to anyone. It is easy to sell only after the upfront work of getting to know your customers. This becomes a solid foundation that you can use to grow your brand. Specifying why your business is essential just for the specific group of interest will be beneficial both for the development of your product and your business.

Is multi-channel marketing part of your business strategy? You need to be aware that, regardless of your industry and target market, your clients are certainly users of several communication channels such as email, social media, print, and so on. Then, why would you limit your marketing campaigns to one channel only? The secret is to approach your leads and prospects in all their favourite channels and to speed up their user journey until they buy from you. We at Brandanizer are here to help you learn how to do it in a proper way. 

What is multi-channel marketing?

Let’s start from the beginning. In the past, marketers were only able to perform and measure the results from a single activity or a campaign in a single communication channel. Later on, they realized that numerous transactions and touchpoints happen in parallel with users’ returns to that given channel. And this is where the concept for multi-channel marketing started to shape.  

Multi-channel marketing aims to leverage the marketing communication across different channels to present a unified message for users online and sometimes – offline. Also, proper planning and performance will let you measure your results in a meaningful way by combining separate data such as whitepaper downloads and a number of users who read your latest SMS message, for example. In other words, multi-channel marketing is here to help you see the big picture instead of partial results of low value for your business. 

Why is multi-channel marketing helpful for your business?

If you as a marketer or, your brand’s marketing studio, plan for multi-channel campaigns, then you will be able to design the overall unified customer experience and message that people would get across all channels. Moreover, this will help you get meaningful data and outline dependencies in user behavior and the number of interactions with your brand (touchpoints) that they need before making a purchase decision. Do you see now where this is going to?

• Personalized experience. Yes, you can tailor your communication, messages and number of touchpoints according to every user’s preferences, demographics and behavior.  
• Great visibility. Which channel works better for every stage of the buying cycle? Only a multi-channel campaign can give you a true answer eliminating the guesswork and the waste of time and budget. 
• Aligned communication. Make people who have viewed your video ad guess your brand when they see you on a billboard, on a banner, on TV or when they receive an email from you. If they do, then you are doing alright. 

Top channels for multi-channel marketing campaigns

As mentioned, multi-channel campaigns may combine various digital and offline channels, but the most frequently used ones are: 

• Email – this is where most campaigns usually begin. Email as part of multi-channel campaigns stands out with its good ROI and broad application – for bringing awareness, engaging, triggering action and so on. 
• Social media – you can always leverage social media to keep your brand on top of users’ minds, engage them, retarget them, and make them loyal. Insights from people’s interaction with your brand on social media, clicks on posts and ads, comments, etc. in the context of your campaign can give you excellent feedback and help you strengthen your performance. 
• Push notifications – this is a growing trend in the world of digital marketing. We are facing an increasing number of mobile, web and in-app push notifications that aim at reminding us about certain products and services or triggering action by us as users. A good idea when using push notifications for your brand is to gamify the process or to offer exclusive deals to people who have opted in. 
• SMS – did you know that 9 out of 10 people read their text messages up to 3 minutes after receiving them? For marketers this is a good sign that SMS are expected to bring better results from marketing campaigns, especially when designed to trigger reaction or to offer good deals to recipients. 

Multi-channel marketing in action

Now, let’s take a look at some good examples of using multi-channel marketing activities in a proper way. 

1. Onboarding customers. Activating their journey.

This stage begins when a customer is having their initial touchpoints with your brand. They might be visiting a physical or an online store for the first time when you can stimulate them to subscribe to your newsletter or opt-in for receiving marketing communication by your business. After confirming their will to receive additional offers or discounts it is your turn to add value for them via e-mail or by sending push-notifications via Viber chat, for example. Here the idea is to make people acquainted with your brand and to get used to receiving regular updates on your deals.  

2. Get the most out of the nurturing stage.

Here you already know a lot about your customers’ preferences and behaviour. What you can do is to send them a personalized deals, hot offers, limited-time promotions and many more. After someone clicks and shows their interest you might retarget them on social media, Google Display Network, via email, etc. 

3. Reactivate and increase loyalty.

Multi-channel marketing is highly effective after a user completes their purchase, but you want to keep engaging them and making them loyal to your brand. Reactivating also refers to users who abandon their shopping carts or are still indecisive to make a purchase on your website. What you’d better do in this scenario is to reach them via e-mail, on social media or with SMS giving them a discount code or presenting additional benefits from using your product or service. 

In a nutshell, multi-channel marketing aims at bringing incomparable efficiency from marketing campaigns and at driving the best possible results from your branding efforts at every stage of the customer journey. Interested to see how we can boost the key metrics for your brand with multi-channel marketing? Get in touch with us straight away and tell us more about your business. 

If your lead generation campaigns, emails or landing pages generate weak results, very often there is one common reason for their poor performance – the non-effective call-to-actions or their absence which is a big mistake by marketers. The job is getting even tougher when you realize that simply putting a call to action is not enough. Users are much more informed than ever before and only few would convert from simple or trite messages such as “buy now”, “order now” or “subscribe”. In 2021 you needed something more to attract their attention and drive actions that are valuable for your business. Below you can find some useful tips how to write the best CTAs that have turned into a trend in the past year. 

1. Provoke the curiosity of users

It has been proven that curiosity makes people buy more even on a subconscious level. The desire to know something can turn into a powerful magnet for a user to click on your call to action and see what you have to offer to them. The secret to boosting your CTR when leveraging curiosity is to tell people what you do and how you do it but without revealing too many important details. 

Experienced marketers and copywriters know that more often people take emotional decisions to make purchases and later justify them in a rational way, as Neil Patel defines the pattern of emotional buying. Then why not trying to evoke the curiosity of your target audience and influence the emotions of your users with your copy and your CTAs?  Some good words to include in such messages will be “bonus”, “free”, “instantly” or “new”. 

2. Offer a free trial

If you can offer a free trial for your product or service, then this is your most promising option to drive conversions. It is not a surprise that offering a sale during the first interaction with your users will most likely result in a bounce, but if you have a free e-book or a 14-days’ trial, for example, this can grow your audience and lead to high-value, loyal customers. 

When choosing to offer a free trial in your CTA do not forget to take care of users during this period to make sure that they will upgrade or pay in the end. Be there for all their questions and uncertainties and prove the value of your brand. A tricky question might be whether to choose a 7, 14 or 30 days as your trial period, but it all depends on your business. We suggest trying A/B testing to explore what type of offerings work best for your and your target buyers. 

3. Dramatize a problem before giving the solution

What problem does your product solve? What would someone miss if not using it? Describe a common issue that your desired buyers have and try to explain how it evolves and worsens in time. Now, tell people that they can actually avoid going through all of this if they decide to trust your brand and offerings. 

Sometimes, however, you have not yet identified a specific problem that you want to put on the table. Then you need to discover what your potential customers might suffer from, educate them in a given field or raise their concerns with some news or statistics related to their industry. This tactic enables the field for creativity, as long as you don’t go too far with making up irrelevant or non-realistic issues. 

4. Leverage the concept of social proof

This one will give you a little “unfair” advantage since it goes beyond your brand or product features. Instead, it attacks humans’ desire to belong to a group, especially to a group that is already receiving many more benefits and is experiencing more success. 

Social proof is based on the idea that people tend to copy others’ behavior and follow the crowd, especially when it comes to new trends or actions that bring a reward. Having mentioned this, can you offer to your customers a deal and instantly reward them for buying, subscribing, or signing up? When leveraging the social proof concept you may also tell your target audience the number of users who already rely on you or the number of times they have visited or purchased from your store. 

5. Put the benefit in your CTA

A major reason for low click-through rates is the poor message that marketers give on CTA buttons and links. Instead of pushing people to sign up, order, or read more, you may switch to putting a specific benefit to tell users what they are getting by clicking on it. 

For example,  if you offer exclusive free content on your newsletter and you want people to subscribe, you may place a text on the button such as “Get free exclusive content” or something similar instead of “Sign me up” or simply “Subscribe”. 

When writing benefit-oriented CTAs you may also think of the results that users will achieve in future after buying or converting, e.g., “Get a 13% increase in sales in just 2 weeks”. 

6. Use a cliffhanger

“We can’t wait to tell you how good this one is…”

Here is one more idea by Neil Patel that will definitely make your copy and CTAs stand out. What marketers can learn from books and movies is the technique that makes the audience eager to turn the next page or watch the next episode.

If you can make people enthusiastic about your next step, email, or blog post, then you have done half of your job even before writing the CTA. Going back to the beginning of this article, people are curious by nature, but they get even more curious when you leave the story open and offer them the chance to “reveal” what happens next after they engage deeper with your brand. 

Got some good ideas on how to use this in your business? Remember that you can turn any piece of content into a cliffhanger to make users want more and more from you. 

Being on this blog post, you are probably looking for ways to improve your CTR and drive more conversions for your business. Take a look at some other good posts that we have for you:

• 7 useful ideas for conversion rate optimization
• 8 tips to reduce bounce rate
• How to use a CRM for effective lead generation

The phrase “content is king” seems to be more popular than ever, especially with the surge of the Inbound marketing methodology in recent years.

The purpose of inbound marketing is to attract customers by offering valuable content and experiences tailored to their needs. Unlike outbound marketing which is more interruptive and not customer-centric, inbound marketing’s about valuing and empowering these people to reach their goals at any stage in their journey with you.

All three phases of inbound marketing (Attract, Engage, Delight) require specific pieces of content (or marketing assets) to help prospects move to the next stage of their buyer’s journey.

And in this article, we’ll dive deeper into the marketing assets world, what types there are, how to manage them, and more.

Let’s begin!

What are Marketing Assets?

Marketing assets are anything used by an organization to promote its brand, products, or services. This may include emails, brochures, case studies, white papers, podcasts, blog articles, website content, videos, and many others. 

What type of marketing asset a company will use to target customers is based on its marketing strategy.

As we mentioned at the beginning of our article, Inbound marketing uses those assets to engage with and inform the modern buyer who is constantly looking for more information.

For instance, a blog article that presents you as a market expert will appeal to this buyer which is the first stage (attract) of their customer journey with you.

But marketing assets are not only for customers and prospects. Some of them are used for the internal purpose of motivating and empowering employees to promote the company and product in a specific and consistent way. 

For example, an internal brand guide might advise employees on the consistent use of logos, colors, fonts, image style, and brand voice, while a product messaging presentation might train your sales team on how to communicate your company’s product and its values in the right way.

But what types of digital marketing assets are there and when to use each of them? 

Let’s see.

Types of Marketing Assets

There are a ton of different digital marketing assets that you can utilize. However, it’s good to know their specific strengths before creating them. 

Here the phrase “the more assets, the better” is not applicable as you want to have only those assets that will bring the most value for your company. 

Furthermore, as we’re going to discuss later in this article, creating an asset is just the first step. Then, you have to manage it properly, otherwise, you risk things going out of control. 

But here are some of the fundamental assets that you might want to have:

White Papers

A good definition of a white paper would be “an advanced problem-solving guide”.

A lot of marketers find it hard to differentiate between white paper, ebook, and a blog post. To start with, it must be an authoritative and in-depth report/guide that provides information and education about a complex issue. Its main purpose is not to promote a product or specific solutions. A white paper could help you establish yourself as an expert in the field and someone who knows customers’ biggest pain points.

That’s why white papers are a perfect TOFU offer. Typically, white papers require at least an email address for download, making them great for capturing leads.

Videos/Webinars

Today’s users consume more videos than ever. Videos and webinars are a great alternative for those of your prospects who do not want or don’t have time to read a lengthy document. 

Overall, the video as a media format will provide you with a lot of options to engage your prospects and customers. You can offer them “how-to” content, interviews, product presentations, etc. 

And the best thing is that you can transform an existing written piece of content into a video in no time. 

Let’s say that you have a blog article on a specific topic. You can rework the text into a script, add some animations, and background music, and you’re done. 

Additionally, videos and webinars could be useful in every stage of the marketing funnel. Even your existing customers can find something valuable in them. 

Case Studies

Whatever marketing assets you decide to have, their main purpose is to move your prospects down the funnel.

Now, let’s say that some of your leads have jumped from the TOFU stage to the MOFU stage. At this point in their journey, they are aware of their problem, and now they are considering different solutions to tackle it.

In other words, they need convincing that you are the right solution for their problem.

This is where case studies enter the stage. 

They provide concise, interesting, and factual information about existing clients and how their pain points were addressed and their problems were resolved. 

Case studies are such powerful tools because people believe people. They don’t trust companies. That’s why users always search for social proof, go through customer reviews, and ask for feedback in Facebook groups. They need to be sure that other real human beings with similar problems like theirs had a good experience with your company.

Infographics

The term “infographic” itself is shorthand for the phrase “information graphic.” Infographics help communicate complex and detailed information in an easily digestible, visual format that uses images, data, and text to tell a compelling and memorable story. 

Infographics can help entice readers by presenting lots of information quickly. Furthermore, they could be a great addition to your set of marketing assets as they are compelling material for all of your visual prospects.

In short, infographics have a lot of advantages that you might miss if not use them:

• Easier to share;
• Easier to read;
• Marketing friendly;
• Condensing content.

Corporate Brochure

The purpose of a corporate brochure is to highlight the benefits, products, and services of the company. 

A brochure typically has one, two, or three folds and is distinct from a flier, direct mail letter, or catalog. 

Despite being used by large companies, brochures are an affordable advertising tool for small businesses.

Companies can use brochures in a variety of marketing capacities. You can mail a brochure with a business card or other collateral material to targeted customers using a mailing list. Door-to-door salespeople often hand out brochures. Brochures may also be displayed on a retail shop’s front counter or in displays for customers to view while they are in the store or after they leave.

Presentation

The purpose of company presentations is to give prospective clients and customers valuable information about the history and services of a company. 

Presentations are used by businesses to explain how they can help their customers with their needs or problems. However, companies can also use presentations to report business successes to partners and executives or attract the attention of possible investors. The right company presentation can help you gain new clients, increase revenue, and show others how your business has succeeded.

Blog Articles

Blog posts are one of the most popular types of marketing assets. While they are typically used for educational purposes, some business blog posts can contain a call to action to persuade new readers to check out the company’s products, services, or other content.

Blog posts are great for answering questions that your prospects are searching for, resulting in increased traffic to your website and helping your company build brand awareness.

Blog posts can be used at any funnel stage, depending on what information they contain and what questions they answer. However, they’re especially great in the awareness stage.

How to Organize Marketing Assets

Marketing assets need to be designed and created with a marketing strategy in mind. They are most effective when they are used in the proper context so take care to employ them appropriately in the right type of campaign. 

Typically, marketing departments are full of people with creative ideas who are constantly willing to create new assets and materials that support global campaigns and empower staff to promote and sell products or services.

However, tracking and managing too many assets can quickly become an overwhelming task.

Eventually, you might end up in a situation where your assets don’t contribute to your business goals as you’re constantly wasting time looking for the latest iteration and making sure that all of your salespeople are using it.

It’s simply impossible to operate and collaborate without a central repository or Marketing Asset Management (MAM) system.

Integrating a MAM system will allow you to digitally control your corporate marketing assets and make sure that all assets are accessible, easy to find and share, brand-compliant, and available for global campaigns.

Apart from that, there are other techniques for asset management like:

• Standardizing file names and including date and version; 
• Categorizing assets; 
• Applying a status to each asset, such as current, needs an update, or archive; 
• Archiving outdated assets.

What Are The Key Benefits of Marketing Asset Management?

Time is money, and if you have ever dealt with the annoyance of trying to find a critical campaign you know how time-consuming that task could be. 

Having a proper Marketing Asset Management system means no more digging through old folders, emailing the entire department, or the worst – writing to an ex-colleague for help because they were the last ones who worked on the asset.

And that’s the biggest benefit you will get from integrating a MAM system – quick and uncomplicated accessibility.

Of course, the list doesn’t end here. You’ll also

• Increase your revenue growth and overall performance;
• Improve your team’s communication, productivity, and collaboration;
• Reduce time searching for assets;
• Reduce redundant recreation work;
• Maintain global brand consistency;
• Repurpose assets for improved ROI.

Brandanizer: The Asset Creation Partner

The number one issue with relying on an outside contractor/agency for creating your marketing assets is whether they will be able to grasp the industry tone of voice. 

A lot of times agencies find it hard to blend in more specific markets like the IT industry, for instance. 

For us, at Brandanizer it’s not only important to get the job done, but also to be able to do the tasks in front of us as if we are in-house members of your team. 

That’s why we are specialized mainly in the IT industry and know the challenges, problems, and pains IT companies face every day.

We are a team of highly motivated and proven experts in the field of strategic marketing, branding, brand positioning, content creation, and design. We love our job and have earned many partners through the years with the passion we do our work. 

In Brandanizer we know how important marketing for IT companies is and we show it to our partners and clients.

In today’s world we as buyers are exposed to countless numbers of offers, products and service providers that fight for our attention and loyalty. However, only a few of them manage to convert us into clients, and the reason for that is well-known to the business – people do not simply buy products and services anymore, but also the look, the positioning, the feeling, the reputation, and the emotion that come with them. Our experience in marketing and branding for IT companies tells that a strong brand is what makes the difference between average market players and top performing businesses. Here is why we are sharing the 7 key steps that can help you build a successful brand identity and stand out from competition in the tech field. 

1. Define your brand’s purpose

If “earning money and making profit” is what comes first to your mind, this is not a shame, but would hardly impress your potential buyers. For sure, financial results are essential for your business, but, when shaping your brand identity, take the example of the most prominent global brands which have a clear definition of what they want to change in the world and how they want to improve our lives. For example, Apple’s main purpose is to create products that enrich people’s daily lives and Google’s purpose is to maximize access to information.

What is your brand’s purpose? Think of what impact you have on your stakeholders and put it into words. 

2. Remain consistent when managing your brand

Here it is key to make every piece of content produced (message, social media post, blog post, visuals, etc.) consistent with the purpose you have defined. Do not let people wonder what you want to tell them with your new post, video, or advertisement, and make them look natural in your content strategy. Remaining consistent within all your communication might be a tough job and here is where you may need to involve a brand manager or a marketing-as-a-service agency to get professional support. 

An important aspect of remaining consistent is to overcome the temptation to talk about trending topics and try newsjacking when this has nothing in relation with your brand. 

3. Bond with your customers emotionally

Think about all the times when you have “experienced” a brand. Emotions that you can provoke may have nothing to do with your service or product features but are much more important for retaining loyal customers. This is what most successful brands leverage to keep growing. Find ways to connect deeper with your audience by making them part of your community, engaging them with your brand, surprising them with a gift, producing “behind the scenes” content and demonstrating the human nature of your business. 

4. Be adaptive

IT is now one of the fastest changing industries in which you need flexibility and adaptability more than anywhere else. Even if  today you have the most innovative software, IT service, or  technology, they may become outdated tomorrow. For your brand this is a warning to be prepared for adapting to the new market environment or even for entire brand repositioning in case your messages and style stop attracting and engaging your audience.

Read More: What is Brand Repositioning and When Do You Need One

5. Turn employees into brand ambassadors and advocates

Happy staff is equal to happy clients, and this is true not only for customer service, but also for strengthening the brand image. First of all, make sure your employees believe in your brand’s purpose, vision and values and that these are well-communicated to all of them. Then, ask them to follow your brand’s guidelines, tone of voice, and visuals, when interacting with an external audience.  Bear in mind that a well-trained, motivated, and loyal representative of your business could become a great supporter of your brand image across your potential or existing clients. 

6. Encourage and reward loyalty

Strong brands are strong because they know how to retain their buyers and increase their customer lifetime value. In the field of IT, your product and service features could be easily copied and outperformed by competitors. However, competition would hardly steal your buyers when you take care of them even after they have purchased from you. Here are some good ideas to engage them deeper and make them loyal:

• Make them part of special groups or communities (on Facebook, LinkedIn, email lists, etc.) to receive exclusive deals and offers
• Offer free or additional technical support for your service
• Offer new features or updates of your software
• Reward people when they refer your products or services
• Produce free content to ease them when using your service

7. Observe competition

In many cases reasons for your success or failure may come from competition. It is important to monitor your competitors and to analyze whether their brand positioning outperforms yours. Try to identify those aspects of a strong brand that they lack and make them the base points for your own brand. Also, turn to your customers on social media and other web channels and empower social listening to understand more about the perception of users about your brand and its actual positioning against competition. At the end of the day what you need to know is whether you can add more value to your products and services than they do. 

To Summarize

Building a strong brand goes far beyond the technical aspects, features and qualities of your products. Branding encompasses all the reasons why people should buy from you rather than from your competitors – what is the added value of your business, how you communicate it and how you inspire emotions and turn your one-time buyers into permanent clients and brand advocates. Not sure where to start from with your brand? Get in touch with Brandanizer and take advantage of our expertise in marketing and branding in the IT field. 

Bounce rate is one of those metrics indicating whether users get engaged on your website and find the content that they search for. But what bounce rate is good enough for your website and your niche? 

In 2021 as a good bounce rate is considered 41% to 55% which does not always mean that higher numbers show poor performance of your website. Here is what you need to know and consider:

What is bounce rate?

First, let’s clear out what bounce rate is and how it is being measured. According to Google, bounce rate is “the percentage of single-page visits (i.e., visits in which the person left your site from the entrance page).” If you want to understand bounce rate, however, you need to know that not all bounces are the same.

• Hard bounces – these happen when users leave your site immediately after landing on a page, without wasting any time scrolling or reading. Hard bounces are a clear signal that people do not have any interest in your site and that they have probably landed on the wrong page. 
• Medium bounces – they indicate a little interest by users who might skim the page before they leave. This might mean that they are not ready to go through all the content now, but they may return on the page later. 
• Soft bounces – with them you will notice higher engagement by users who might stay a few more seconds on a page, scroll down, and interact with more of the content. Even if they leave it will be much easier to retarget and re-engage them.  

Is high bounce rate good or bad?

In general, you will consider high bounce rate as bad because users spend little time on your website and interact less with your brand. However, sometimes high bounce rate may indicate that people find the right answer to their question on your page, and they will leave after going through it. While this is valid for websites in categories such as news, recipes, forums, etc., for online businesses, IT services and e-commerce high bounce rate is a negative result. Here is why we are giving you some proven tips to optimize it.

How to reduce bounce rate on your website?

1. Focus on UX

You only have a few seconds to impress users that land on your page, to engage them, and to help them find the solution they are looking for. Make sure that you offer responsive layout which appears on all browsers and devices and offers easy navigation. Also, do not forget to make your content easy to read and to move all distracting elements such as banner ads and popups aside. 

2. Minimize page loading time

Speeding up your website is crucial for reducing your bounce rate. According to Akamai, 53% of mobile users will abandon a webpage if it takes more than 3 second to load. How much does it take for yours? Check your page speed with PageSpeed Insights tool by Google. In order to improve the speed of your website you can reduce the size of your images, include self-loading content, remove unnecessary plugins or use a content delivery network (CDN). 

3. Offer high-quality fresh content

All the rest of the steps to reduce bounce rate will have no meaning unless you produce high-quality content regularly. Make sure that the texts, images, and videos published on your website are engaging, clear, and relevant to your business and also that you often publish new content to demonstrate your authority and gain trust by users. 

See also: Website Renewal: How to Plan It Properly

4. Set a clear and strong call-to-action (CTA)

Even if you successfully engage users with your content, you might easily lose them with by a weak call-to-action. What you need to have is a CTA that will make them click and continue their user journey. A good idea for a CTA that works for SaaS businesses is offering a free trial for your software or subscription service, for example. 

5. Target popular keywords with value for your business

By just creating any type of content for your blog or website you will hardly reduce your bounce rate. You need to target those keywords that will bring you high-quality traffic and people who are interested and engaged in your niche. You will most likely be interested in transactional or commercial keywords suggesting that users are searching on the web with buying intent. In the e-commerce niche these will be searches related to the price or distribution of products while in the software field they might be related to a tool that is performing certain tasks or is solving specific problems. Not sure about the right keywords for your business? Do a research on Google’s Keyword Planner about the volume and price of the keywords that you consider important for your business. 

6. Attract the right visitors to your website

Sometimes the problem is not with your content or website performance, but with your targeting, instead. The understanding for “quality content” differs a lot among users in different categories and this is the reason we are not giving universal rules about content types or length. However, it is your job to identify and target the type of prospects that might be interested in your brand and that could be turned into leads. Otherwise, high bounce rate indicates nothing of value for your business. 

7. Make external links open in a new tab 

A very simple rule that is often neglected is to set external links to open in new windows of users’ browsers. This is how you make sure that when relating to external sources people would not just click on the link and abandon your web page right away. In such cases they may never come back to your website again. 

8. Monitor, experiment, optimize

Every change that you make on your website will have an impact on your bounce rate. Here is why you need to monitor, test, and further improve your content, UX, functionalities and design. 

In Conclusion

Understanding bounce rate is fundamental for improving your website’s appearance and performance. You already know that a high or low bounce rate is not always good or bad for your business unless you have a clear plan and content strategy. You can always turn to a professional marketing-as-a-service studio that will take the lead of your marketing and branding strategy and help you achieve results from your marketing efforts with real meaning and value for your business. 

Do you think you have a great idea, a product, or a service that you offer to the market? Even if this is true, nowadays it is not enough to gain and retain your buyers. What turns out to be even more important is the image that your brand builds and the way it works for your business’ growth in the long run. In contrast to your great ideas, products, and services, that can be easily outperformed, your brand is what stays and pulls you up or down, depending on the way you use it. In this article, we are diving deeper into brand image’s meaning and the right way to build and maintain it. 

What is brand image?

The Branding Journal tells us that brand image is about all the associations and reflections that your consumers have in their mind for your products and their attributes such as price, quality, etc. 

To make it simpler, think about a famous brand you know. When you hear Apple, do you think about great design, premium quality, or overpriced products? Does the name of Coca-Cola ring the bell about certain taste in your mind? All these are associations that build the image of the brand and helps both companies position their products and services in a certain way. 

In contrast to your brand identity derived internally from your mission, vision, brand attributes, etc., the brand image is a reflection of the external view by the public on your business and offerings. Here is why it is essential to understand and be able to build an image of your brand that supports the sustainable growth of your business.

Can you really build your brand’s image?

Both Yes and No. The image of your brand in society is not under your direct control and is often influenced by external media and word of mouth. However, the key aspects of positive brand’s image are still part of your job, and you must have them in your brand strategy.

• Establish your brand identity – your brand strategy probably begins with your mission and vision statements and your brand values. In addition to being communicated with your team members, these should also be revealed to the external audience, since they can seriously impact your brand image. In fact, a brand’s mission or vision is often the first touchpoint that a person has with a brand, which sets the basis for their later perceptions and brand experience. 
• Deliver flawless customer experience – no matter if a person is on your website or at your physical location you must offer a flawless experience, impression, and service. All these are essential elements of your brand that can give or take out from your core products’ value. 
• Take care of your brand positioning – why should one buy from you and what value could you bring them? The clear and concise answer to these questions will define your brand’s positioning and will help people understand your competitive advantage. This will also support your positive brand image. 
• Communicate – all the elements above will have meaning only if you communicate them to the public by means of advertising and content marketing on the right channels. 

Can you measure brand image?

Although customers’ perceptions and attitudes towards your brand might be subjective, there are still ways to measure them and understand your brand’s image. If you want to directly involve your customers in the process you can go for surveys and focus groups to study and measure your brand image among a desired audience group. Another, better approach, might be relying on social listening and monitor what people speak about your brand naturally on social media and across the Web. 

How to improve your brand image?

Now, after you have been monitoring your brand’s image, you might have discovered certain weaknesses or areas to improve in the perceptions about your brand. Or maybe you have established an image that is different from the desired and intended one. In any case, the following steps will help you change it in a positive direction:

• Track word of mouth – this is the best and most accurate feedback that you can get for the image of your brand. If you discover some negative associations, criticism or ideas, do not hesitate to take actions and work on your customer experience, positioning or communication. It is never a bad idea to turn to a professional marketing services to strengthen and improve your brand image. 
• Focus on your marketing strategy – make sure your brand is communicating its core values and is transmitting the right message to the audience.
• Deliver expected quality and value – what customers get from your service and products must be equal in value to the ones that your promise through your branding and positioning activities. 

3 reasons why brand image really matters

Now that we have covered all the aspects of creating and strengthening a brand’s image you have an idea that it is a complex and ongoing process. You also need to know why and how it can make the difference for your business:

1. It is a competitive advantage – even if you pioneer a certain industry, you will soon face severe competition based on product qualities, pricing, or market share. In such cases when we see successful products or ideas easily copied, brand image is the one thing that no competitor can take out from you and that can help you stand out. 
2. It is about reputation – maintaining a positive brand image opens the door for new business, new partnerships, and, most of all, helps you get closer and faster to the buyers that share these positive associations without even knowing details about your product qualities and pricing. 
3. It pays off progressively – so far, we never mentioned brand image in terms of employer branding. Remember that maintaining good brand image also works for the inspiration and motivation of people inside your business to bring even more value and to recognize themselves in the value and image of your brand in society. 

What is your brand’s image? Being a marketing studio for IT and tech companies, we know best how to measure and improve the state of brands and their reflection among desired groups of target clients. Get in touch with Brandanizer and learn how we could boost your brand and make it work for your IT business. 

Do you doubt that in 2021 a major part of your marketing and branding strategy must be focused on online channels? Trends in the world of marketing and advertising show decreasing interest in traditional advertising in comparison with the positive growth in budgets for digital campaigns. If you are a tech startup, IT service provider or an e-commerce business, for you this is a clear signal: Prioritize digital marketing to position your brand and drive conversions for your business! 

If you are new in the field or you are just planning your strategy here are the main 6 digital marketing aspects that you need to consider:

SEO of your website

When users search for products and services like yours, you want to be on top of the results on Google, don’t you? 

In reality, optimizing for search engines is a complex process which is not entirely under your control. However, as a digital marketer, you must take care of:

• Planning and optimization of the content – knowing your industry, products and target buyers, you should be aware of their online behavior, preferences, and way of browsing on your website. Adding content that best fits their searches and drives meaningful results for your business will be a good signal for search engines. Make sure you put on your pages the right keywords, product names and descriptions, and meta tags, according to what people type in search engines to find your business. 

Tip: Take advantage of tools like Serpstat to help you find the right keywords for your business and industry

• Planning the website structure – by making it easy to navigate for users you are also making it easy for search engines to scan and index the content and to understand better what your website is about. Think about internal linking, user paths, URL addresses, etc.
• Keeping an eye on the technical aspect – crucial part of search engine optimization is the performance of your website – loading speed, adaptive design for various devices, security, light code, etc. Although it is rarely a marketer’s responsibility to enable these, you need to make sure that they cannot ruin your efforts put in preparation of SEO content. 

Blog for engaging and educating the audience

A great way to keep users returning on your website and engaging with your brand is to develop your own blog. You already know how to research topics and keywords that people are interested in and look for on search engines. Having this in mind, writing optimized and attractive blog posts seems a lot easier. Just stick to writing for people and not for search engines. Although keywords stuffing may have worked in the past, search engines are a lot smarter today and can understand when a post or a page is really useful for the user. 

Blog posts will ultimately increase traffic to your website and will bring a higher number of returning visitors. A useful idea to push them down the marketing funnel with your blog posts is to ask them to subscribe for your newsletter or to visit a specific product or service page after reading an article. 

Tip: Not every blog post should be sales oriented. Instead, try to inform users on a certain topic or help them deal with a specific problem related to your expertise and industry. This may develop their relationship with your brand and bring even higher business value in the long run.

Leveraging social media for awareness and interaction with your brand

To get out the maximum from your digital marketing activities you should not limit your presence to owned channels only. Instead, you need to make sure that users can easily reach and talk to you on most popular social media. With billions of users on Facebook, Twitter, LinkedIn, and Instagram, you are facing a great opportunity to extend your presence and get even closer to your target audience. 

Promoting your service on the right platforms

Gaining revenue and market share will go through promotion, sponsored content and advertising your business on suitable digital platforms. Whether these are going to be Google Ads, LinkedIn Ads, niche websites or paid media, you will always need careful planning of the right promotion strategy to achieve efficient use of your digital marketing budget. 

Tip: Start with determining the goal of your promotion activities. Before you choose a media think of what you want to achieve – increase brand awareness, drive traffic to your website, push a product to the market or attract conversions. Having this cleared out, choosing a suitable channel is a lot easier.

CTAs to drive conversions

CTAs or call-to-actions are those tiny pieces of content that you need to trigger action by the user. You will be surprised how you can increase conversions just by adding CTAs on your product pages, blog posts, external publications, and so on. At the end of the day, you want a user to continue their journey on your website, to read another post, to learn more about your brand, to place an order or to get in touch with you. 

Tools to monitor and measure performance

All the steps above will require a lot of time, and probably, a significant budget. However, most important is to make sure that the effort put brings meaningful results. 

Do users find your content attractive? Do your potential buyers click on your ads and visit your website? If so, what stops them from making a purchase?

Fortunately, with digital marketing, you will have all these answers just by a few clicks. Make sure you rely on tools like Google Analytics, Hotjar, SEMrush and others to track the most meaningful indicators for your business.

Tip: What to monitor – bounce rate, traffic sources, user sessions duration and returning visitors are just part of the valuable indicators that can help you understand your audience and their experience on your website, and to take further actions. 

To Sum Up

Digital marketing can be turned into the most powerful tool for positioning your brand and boosting your business performance. However, neglecting any of the elements above may result in high inefficiency level, waste of budget, and less loyal buyers. Therefore, you should plan your marketing strategy carefully and find the best marketing professionals or a top agency offering marketing as a service. 

What if you can craft a single paragraph that will push your prospects towards choosing your product?  

That’s what your value proposition does! 

It’s a short, concise message that articulates why a customer should choose your product/service instead of a competitor’s.

Although it looks pretty simple to create one, considering that every owner must know their company’s biggest strengths, it turns out it’s not.

So how do you actually write an effective value proposition which will make you stand out?

The following lines will answer this question and give you more insights on topics like:

• What is a value proposition?
• What is not a value proposition?
• Is value proposition important?
• Questions you need to ask before start writing your value proposition
• How to write an effective value proposition

Let’s begin!

What is a Value Proposition?

А value proposition is a short, clear, and concise statement that summarizes:

• What benefits does your product or service delivers 
• Why customers should purchase it;
• How the value of your offering is better than your competitors’.

And when we talk about customers, we don’t refer to “all customers” out there. You want to address your value proposition to the specific target audience that will benefit the most from your product/service. 

Because when you talk to the right prospects, your value proposition (if well-created) will quickly transmit the values of your product without the need for further explanation.

According to MECLABS research, the effective value proposition has four main components:

• Appeal – How much do I desire this offer?
• Exclusivity – Where else can I get this offer?
• Credibility – Can I trust your claims?
• Clarity – What are you actually offering?

Often marketers and business owners focus on one or two of the components but leave the rest of them out. And although they’re moving in the right direction, attempting to communicate appeal and clarity, their value props are lacking exclusivity and credibility, which are crucial elements. 

That’s why “great technical support” is not an effective value proposition. Do you think this would appeal to your customers? Absolutely. Who doesn’t want to rely on high-quality tech support?! And is it clear what your company’s offering? There are no two ways about it.  

But what about the other two questions:

Is it very credible just to state that you offer “great support”? The truth is very few customers who haven’t experienced it firsthand will believe you right away. You might want to add the number of happy customers you have successfully supported already. Or your TrustPilot rating. You need proof of your statement!

And if we say that you are an IT company, do you think you are the only one offering great/excellent/amazing tech support? It’s hard to believe it.

In short:

You need all four components to build an effective value proposition that will turn your visitors into customers.

That’s what makes the creation of a powerful value proposition a complex task. And missing some components will result in something that’s “not a value proposition”.

What is not a Value Proposition?

By missing out on combining all four components (appeal, exclusivity, credibility, clarity) you end up with something that does not clearly convey the benefits of the company and its products.

The value proposition must not be confused with:

• An incentive – It is designed to persuade a visitor to act right away. An example of an incentive would be: “Subscribe to our newsletter and we’ll send you our e-book”. Obviously not the same thing as the value proposition.
  
• A slogan or tagline – Which is “a catchy phrase or series of words used to help consumers remember a company, brand or product.” Brands often confuse slogans with value propositions. But the truth is that the only thing they have in common is they both are “a series of words”.
  
• A positioning statement – Its definition is “An expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t.” Although a positioning statement is a subset of a value proposition, it’s not the same thing and should not be confused as one. 

Is Value Proposition important?

To better understand the importance of the value proposition for your business, we will examine three areas it has a huge impact on:

1. Converting Your Visitors into Customers

In a market-based economy, a strong value proposition is crucial for a company’s success and survival.

Your value proposition will be the first thing that visitors on your website direct their attention towards.

To put it another way, If your target audience isn’t convinced right away of the value that you can provide for them, there’s no reason for them to stay on your site.

And that’s exactly why HubSpot said the following:

“Your value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of your competitor. It’s also one of the most important conversion factors. A great value proposition could be the difference between losing a sale — and closing it.”

Think of the value proposition as a method to influence the decision-making of customers. 

If you don’t put enough effort into it or decide to skip it, you’re missing out on convincing visitors that your offering is second to none. Respectively, your conversion rate will definitely take a hit. 

And that’s something you don’t want to experience in today’s high competition market!

Want to increase your conversion rate? Check these Top 5 Landing Page Builders that Will Help You Convert More Leads.

2. Powering Investing Decisions

Your value proposition will definitely have an impact when it comes to powering investing decisions:

“I can say this with certainty: as an investor, a startup’s value proposition is the first place I look. It’s important that a new company spends a lot of time developing their value proposition. That first value proposition will determine their positioning with their investors and help us understand their ultimate aim. As a word of advice to new founders coming to market: you can’t spend too much time on your value proposition, and you don’t have much time to waste.” –  said Zain Jaffer, Founder, and CEO, Zain Ventures. 

That’s how powerful your value proposition truly is. It may allow you to scale your business by attracting huge investments and position your brand as the market leader.

3. Keeping Your Entire Business Ecosystem on the Same Page

While the previous two points were focused on how your value proposition affects the financial side of your business, we shouldn’t forget that behind your messaging stays a lot of work. 

And for that reason, a clearly defined value proposition is essential for enabling your entire business ecosystem to understand what value it should deliver and what value it should communicate.

When you own an SMB (small and medium-sized business) it’s easier to keep everyone on track of your values.

However, as time goes by and your business keeps on growing, you will end up with hundreds of employees that need to be on the same page when it comes to delivering the right product and communicating the right messaging.

Questions You Need to Ask before Start Writing your Value Proposition

Answering some fundamental questions before starting working on your value proposition will ensure that you won’t miss anything important later on.

Here are three things you need to clarify in order to write the best possible value proposition:

1. What is your offering

The explanation of your product or service is at the core of your value proposition. 

Although it might sound like the easiest thing to do, you need to make sure that you’re using the right wording.

And more specifically – your customers’ wording! 

You need to take into account your target audience’s point of view and explain your services in a way that will push the right buttons for them. 

This means that you need to conduct thorough research on:

• What keywords/phrases do they use when they are looking for your product?
• What are their needs?
• What problems do they want to resolve with your product/service?

You can join Facebook groups or Sub-reddits where your prospects discuss related issues:

Or you can use a tool like AnswerThePublic which will show you what questions your prospects are asking based on a keyword of yours:

Or you can use Google’s suggestions:

2. Who is your ideal customer

You cannot do any of the things mentioned in #1 if you don’t know who you are going to serve.

That’s why building your buyer persona (ideal customer) is fundamental for writing a powerful value proposition. 

To accomplish this, research your audience to understand who they are and what they look for in products or services like yours.

You’ll want to have answers to the following questions:

• Who are they (demographic data) and what do they do (interests, careers)?
• What are their values?
• What are their pain points?
• What challenges did they experience before looking for your product?
• What motivated them to search for what you offer?

And any other question that you think would be important for getting to know them better.

Some of the information you will get by doing keyword/phrase research. Focus on what and how people are asking their questions, how they structure their problems, etc.

Bonus: HubSpot’s “Make my Persona” tool will help you build and visualize your ideal customers so that you know who you are talking to.  

3. What makes your offering unique

Unless you are offering a Tesla, you will need to include unique selling points in your value proposition.

Think of what differentiate you from your competitors that will convenience customers to choose you instead of them. 

Even if you have some ideas, it won’t harm to conduct competitor research. Then you ask yourself the following questions:

• What are my competitors lacking?
• What do I do better?
• Do these differences matter to my customers?

How to Write an Effective Value Proposition

You know which four components need to be presented in your VP, you’ve built your buyer persona, came up with unique selling points, you got a list with specific words your prospects are using.

Great!

Now it’s time to combine all of this knowledge into a concise paragraph that will convey your brand’s value in the best way possible.

Here’s what you need to strive for:

1. Simplicity 

Avoid using vague language or industry jargon. Terms like “result-oriented” or “customer-driven” drive zero to no value to the customer. The only thing that you’ll achieve by adding them to your value proposition is to look exactly the same as the majority of your competitors.

Instead, use straightforward language that is clear, understandable, and will allow prospects to grasp the idea behind your offering. 

Tell them what your product is and how it’s going to help them solve their biggest issue. 

Get straight to the point and you most definitely will like the results

2. Value

It’s a “Value” proposition.

So it would be strange if it doesn’t convey the value of your offering. 

Make sure that your proposition highlights the value that customers will get, once they start using your product

3. Memorability

In the best-case scenario, a visitor lands on your site and buys your product.

However, it’s very unlikely. Today’s customers want to make an informed decision before purchasing a product or service. They research the market, all the competitors, compare their offerings, and then decide which one is the best option.

This means that they will read several value propositions in the process. 

And you need to stand out. To last longer in your visitors’ minds. To position yourself as the best option out there.

That’s why your proposition should be unique. 

Once you have all three things combined in your proposition paragraph, it’s time for the most important stage:

Test! 

Crafting the perfect value proposition doesn’t end with you writing it. You need to run some tests to acquire real-user data on what is working and what is not. 

You can run some A/B tests to see which iteration works best. 

Only then you can consider your task done! 

Conclusion

A well-written value proposition can have a lot of benefits for your business.

This is far easier said than done, considering what amount of information you need to gather and then transform into a single paragraph. 

However, we believe that following the steps and techniques presented in this article will make the process easier. 

Plus, we did not forget about our promise! 

To help you craft the best possible value proposition for your company, you can download Brandanizer’s free template:

[ Download Free Template ] 

It will allow you to better structure all of your information before sitting down to craft your value proposition!