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.
Does your experience reflect these numbers? Please tell us about it in the comments below.
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Melody McKinnon is an internet entrepreneur with 25 years of experience in a wide range of online business models, backed by a formal business/marketing education and enhanced by training and mentorship. She has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available from all major ebook retailers.
Melody has worked with many businesses in a multitude of capacities. She can often be found on CanadianDigitalMedia.com, CanadiansInternet.com, CanadianFamily.net, and AllNaturalPetCare.com, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.
We’ve been focusing on landing pages since the early days of Google Adwords. It makes a huge difference in ROI & allows for more thorough testing.
This is a really helpful guide for marketing plans!
How inspiring, I’m going to go work on my landing pages right now.