We live surrounded by brands. And each of us turn to them to make our lives easier.
Brands are focused on solving problems and helping us achieve our dreams. But to get there there is a ideation process which must be carefully prepared. Here I will tell you how.
The importance of finding the value proposition and defining the buyer person
In order for brands to be able to be compared and to be successful, they need to provide a value proposition that sets them apart. The value proposition consists of conveying a concise and clear idea of the product or business so that the customer can easily understand it.. For this reason, defining a good value proposition is the first question you should address if you want to find your ideal client.
First of all, it is important that you understand that the products or services we offer are intended for a part of consumers. You can’t like everyone, and the sooner you accept it the better. It is better to communicate and connect with a few than to communicate for everyone and not connect with anyone.
That is why it is important that you focus on identifying the people who may be most interested in acquiring your products or services, that is: who are your potential customers, your ideal client. And this is how the time comes to define our ideal client or ICP, from which we will create the marketing strategy, in detail.
The demographic characteristics of each individual can be important, but above all you have to pay special attention to their personal interests, their motivations and brakes regarding your product, and the purchase barriers they may have.
It is also key to know who their influencers are and through which channels they seek information regarding your sector. Valuable information that will also help us later to communicate with them.
When should the ideal client and the value proposition be defined?
As they say: the sooner the better. The value proposition and knowing what your potential customer is like will help you start a marketing strategy having clear messages that will make your ideal client fall in love and the channels that they will use. That is why it is advisable to work on them at the beginning.
However, if your project is already underway and you don’t have it defined, don’t throw your hands in your head. Get going and define them, better late than never! In addition, the potential client is a living document, each 2×3 must be enriched.
Steps to find the value proposition
The value proposition must be customer-centric. It is super important that you ask yourself these questions regarding your product or service:
- What’s so special about it?
- Why should they choose me?
Speaking in silver: find that differential value. If your product or service has not yet been launched on the market, great. Test it and see if there are people interested and willing to buy it. Then analyze the results to get more detailed information, and finally, launch it on the market and sell!
Important! This set of data cannot work based on intuition, but must be valued, tested and contrasted.
Steps to define the buyer person
To define your ideal client, Create a hypothetical profile of who you think will be interested in your product or service.
To raise it you have to investigate and obtain certain information that you can collect through sector reports, data from platforms such as Facebook or Google Analytics and information from clients that you already have. Another option is to resort to interviews, surveys or games.
How did I learn all this and with what methodology
All these concepts are important to launch an online marketing strategy, and I learned it in the of EDMwhere the methodology is practiced learning by doing and has professionals from each area to provide us with their knowledge and experience.
The agenda is divided into 8 modules that represent the phases of creating a digital marketing strategy: strategy, design and usability, eCommerce, corporate communication, networks, organic positioning, web analytics and CRM.
In each module, a project is worked on, generally based on examples of real companies, applying the theory to those Case Studies at that very moment.
Throughout the course, as a group, we also carry out a TFM that consists of creating a project from start to finish following the steps of all the modules. And with different partners we learn and practice the soft skills such as leadership, teamwork, communication, among many other aspects.
This is how we learn and internalize these concepts to become great professional experts in digital marketing and sales. See you on the networks!
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