enterprise university course 236 - value proposition design – ed mayuga
TRANSCRIPT
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Value Proposition Design – Communicating Your Value Through
Digital MediaEnterprise University Course 205
Fall 2016 – Ed Mayuga
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How many of you have been in my class before?
You will recall that I have spoken about social media and content marketing in the past.
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There is need to discuss how to generate content to market to and
persuade an audience.
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Are you currently creating online content but feel that there is room for
improvement?
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At the end of today’s course, you will understand how to use content marketing
to persuade.
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Use Value Proposition Design to author content for the audience to
know, like, and trust you!
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The Art of Persuasion
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Who do we tend to listen to? The Influencer / Maven / Insider
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We seek the inside scoop on where to save money, solve a problem,
get a deal etc.
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What is the first thing you do when you need a product or
service? You Google it.
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We look for the information on the first page of Google results, social
media, or
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We want referrals from a trusted source, someone with credibility, an
Influencer / Maven / Insider
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We look for “social proof”
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We ask our friends or family for referrals
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Then, we may go to online sources for validation – i.e. Forums, groups, clubs etc.
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We look for online reviews – Amazon, Yelp, etc.
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How does someone become an Influencer?
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Asks the same questions as you, but goes further
and shares that knowledge online.
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Lets people know that what mistakes they have made as well
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Being authentic online translates into trust, which gives you influence!
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Persuasion is a Process. It is Marketing.
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Persuasion is when You persuade someone to do something. (Marketing)
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The Art of Convincing, on the other hand,
is when you convince
someone of something.
(Sales)
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You need to understand their needs – PAINS vs. GAINS
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Speak in the affirmative – let your audience know you have their best interests in mind
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Be frequent and consistent with authoring and posting information online
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Public relations are Earned Media, which persuades through building trust and
credibility
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PR has more impact than paid advertising because it’s harder to obtain
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PR takes 2, 3, or 4 calendar quarters to take effect, but is effective at
generating sales
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If you want to find out more, check our Ann Marie’s EU Course 205: Public
Relations 101
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Building an Audience
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You can evoke an emotional response by demonstrating that you care about their
problems
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Testimonials and LinkedIn Recommendations - You have an audience that can vouch for you
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People can Google your name and find out what you know and discover
content that you share
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BUT, in order to persuade effectively, your audience needs to be engaged
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People have to know you
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Are you a thought leader?
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Are you responsive to online inquiries and comments?
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Locally, does your audience see you on STLToday or the…
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People have to like you
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How do you know that people like you? Have you asked your inner circle?
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Are you easy to talk to and approachable in public?
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Philanthropy and charity
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People have to trust you
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Is the product or service that you are marketing reliable and a good value? Why?
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Do you back up your product or service claims with your reputation?
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Do what you say and say what you do!
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Value Proposition Design
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Let’s Work on Your Value Proposition Canvas!
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Look at the Handouts
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Let’s start with the Customer Profile first
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Then we’ll transition to the Value Proposition
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Who would like to share their Value Proposition Canvas?
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Tell us about your product
or service, then your
Customer’s Jobs
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What is your biggest challenge?
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Feedback from the audience?
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Pain Relievers and Gain Creators
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Do your Pain Relievers match the Customer Pains?
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What type of content/posts do you think that your potential clients would like to see?
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Don’t confuse your Product/Service with Gain Creators
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How do you receive customer feedback? I.e. Survey Monkey, client
interviews etc.
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Do your Gain Creators match the Customer Gains?
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Let’s look at the positives that your Product/Service provide
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Is there a correlation between Customer Pains/Pain Relievers?
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Is there a correlation between Customer Gains/Gain Creators?
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Does your product or service match the Customer’s Job?
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What features/benefits would your potential clients want to see?
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What additional benefits would your existing clients want to see?
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Don’t confuse a product/service
feature with a Pain Reliever/Gain
Creator
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How do we apply the Value Proposition Canvas to Content Marketing?
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Sharing your knowledge
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Long-form - an online article or white paper that demonstrates your thought
leadership
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Short-form – Facebook posts, Tweets, or short blog entries to do the same thing
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Case-studies – real-life examples of how your product or service has helped your
customers
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Promoting Pain Relievers and Gain Creators
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Where is your audience?
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What is a simple social media post you can create today to promote these benefits?
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Current marketing materials - Are you promoting Pain Relievers and Gain Creators?
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Content Marketing Acronyms – WIIFM, TOMA, and FOMO
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WIIFM – What’s in It for Me?
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TOMA – Top of Mind Awareness
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Through Social Networks and Digital Media
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Persuasion through Social Media
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Facebook / Instagram
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User generated content – Keep in mind it is a “social” media site
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Excellent for B2B marketing
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Your posts appear on the Wall, similar to Facebook
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Excellent tools for lead generation
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Website / Blogging
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Don’t build your brand on rented ground! Use a self-hosted website (Owned Media)
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Content Management System (CMS)
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If you blog, you can easily share that information through social media
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Earned Media – Relationships with Industry Bloggers, Journalists, and Influencers
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Enhances your reputation as an Influencer and thought
leader
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Gives you credibility and TOMA
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A Google search for your name will list press releases and news
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Earned Media placements are hard to obtain, but are extremely valuable
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Lives on the Web indefinitely
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Placements Local, Regional, National, and Trade Press
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Can be used in marketing materials
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Affirmation from the reporter and publication
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Reporters have a story to tell
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Media relations will position you as an expert
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Articles are shared on social media by the author and publication
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Paid Media
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Pay Per Click - Show up on the
first page of search results
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Provides data that can help you with content authoring
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Craft sales messages in-line with Facebook content
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Sponsored Posts
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Remarketing - Ads that follow you around your Facebook feed
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Generate your email marketing list
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Capture emails on your offer pages
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Increases qualified leads in your email marketing database
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Convert leads into buyers with special offers for insiders
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In Conclusion – What We Discussed Today…