Why should I buy your product or service? A consumer’s perceived answer to that question is your value proposition. It conveys your product’s unique value and ideally presents it as more desirable than any competitor’s product or service. The ultimate goal, of course, is increased sales conversions.
Establishing value to Canadian customers may be based on need as much as worth. Canadian consumers may have limited access to something you can provide for them online, and it’s important to keep that angle in mind when developing your marketing campaigns. To determine if this (or any other marketing angle) will be successful, you have to do some testing.
In their annual Lead Generation Benchmark Study, the folks at Marketing Sherpa asked experts which value propositioning platforms they found to be most effective. Landing pages lead the way for their flexibility and the testing options they provide. E-mail is still considered to be a useful tool in value proposition testing and it can be more precise, but the information it provides is limited by the medium and single use. The surprise is PPC advertising, which limped in at fourth.
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