develop a killer value propositionIf you didn’t understand the need to set your company apart from its competitors, you probably wouldn’t still be in business. However, there’s a big difference between intuitively understanding the need to communicate your firm’s value proposition, or VP, and creating a compelling statement that captures your brand and clearly differentiates it from what others are doing. To bolster the ability of your digital marketing strategy to convert your website visitors into customers, a concise and compelling company value proposition is critical.

What Is a Company Value Proposition?

Simply put, your company’s value proposition, also known as a unique selling proposition, aims to convince prospects why they should do business with you instead of one of your competitors. This sounds simple enough, but far too many business owners and marketers do not develop or effectively communicate a compelling value proposition.

Developing Your Value Proposition

Crafting a value proposition that seamlessly complements other aspects of your digital marketing strategy requires several well thought-out steps. These include:

  • Identify your highest-value prospects and group them into “buyer personas”: Using historical sales and lead generation data, group your company’s ideal prospects and customers into cohesive segments whose members have the same needs, goals and pain points. For example, our ideal buyer persona is a company owner or marketing executive who needs to generate qualified leads for their sales team to close sales and grow the revenue for their company. Their prospects conduct research online for their type of product and they need to attract their prospects to their website to engage with them and convert them to a qualified lead. Our ideal buyer persona’s annual company revenue is at least $3 million a year.
  • Zero in on each group’s specific objectives and pain points: Although the members of each buyer persona group have some obvious similarities, it’s still essential to list out what makes their needs, goals and pain points unique. For instance, a company owner or marketing executive lacks a significant volume of leads in order to give their sales team more opportunities to close more business. The marketing executive needs to significantly increase their organic website traffic through search engines such as Google, Bing and Yahoo in order to convert more leads for their sales team. The organic search engine visitors typically have much higher conversion rates to leads than other forms of advertising.
  • Present a tailored solution to each group’s needs: Make each buyer persona feel as if you’re directly addressing their needs, goals and pain points. For instance, our buyer persona needs a proven marketing system for:
    • Attracting more visitors to their website.
    • Converting a higher percentage of those visitors to leads.
    • Nurturing those leads through content offers that matches their buying cycle to help their sales team close more business.
    • Continuing to engage their customers after the sale to increase upsell opportunities.

Putting It All Together

These steps require you to collect and synthesize a lot of information. However, your value proposition always needs to be short and punchy. Ideally, it should fit into one or two sentences with an outside maximum of 40 words.

If you can’t break down the high-level solutions your company can offer to its prospects, it might not be a bad idea to take another look at this process and see if you can’t isolate your core areas of appeal even further. You can bet that your competitors are doing the same.

To help you get started, here is an example of Xcellimark’s Value Proposition: Our inbound content marketing service has helped business owners and marketing executives increase their organic traffic and lead conversions by an average of 93% within 12 months.

To learn more about how you can get similar staggering results for your company, download the free case study “Digital Marketing That Converts: See How A New Digital Marketing Plan Drove A 210% Increase In Conversion Rate.”