Define your customers and their motivations for buying your product.
Answer the question “If I am Prospect A, B, or C, why should I buy from you rather than any of your competitors?”
What is unique about your company and your products and services? An effective value proposition may eliminate some prospects to better serve the segment where your ideal customers exist.
For example, a payment flexibility value proposition that appeals to only 25% of your customers is a prospect-level proposition and not a fundamental one.
Divide your target market into groups based on demographics, needs, priorities, common interests, etc.
This will help you create a more targeted message.
Create buyer personas - detailed representations of segments within your target audience - to use in targeting your advertising.
Insights from personas help to improve copy, tailor targeting, and inform product development.
- Who are your buyers?
- What are they trying to accomplish?
- What drives their behavior?
- How do they think, how do they buy?
- Why do they make certain buying decisions?
Run different targeted advertising PPC campaigns in social media platforms like Facebook, Google Ads, LinkedIn Ads, or Twitter to learn more about who buys your product or service.
- What interests them?
- What is appealing to them?
- Where do they come from?
Every element on the page should support your value proposition.
- What do your customers specifically need and want?
- What does your messaging say?
Each step in your process should offer more value than the previous step. Are your offers specific to your customer? The more relevant an offer is to a prospect, the more specific it is.