Keywords: Not Just for Google

Once you’ve validated your personas’ value propositions and your own company USPs, you can get to work developing keywords. This is the third and final principle of developing effective messaging. When you think of keywords, the first thing that comes to mind is likely Google or another search engine. This comes as no surprise. Search Engine Optimization (SEO) is the hot topic in digital marketing. But as important as SEO is, it’s not the only consideration when it comes to keywords. Why Develop Keywords? Content is king! Regardless of which channel you will eventually use to deploy your messaging, your [...]

By | 2018-05-31T18:21:41+00:00 May 26th, 2016|

The Importance of USPs

In our last post, we discussed how message creation has changed due to the Digital Revolution. Because buyers are more informed than ever, it has become more challenging for businesses to make a connection with their target audiences. In order to facilitate one-on-one conversations with personas, you must first discover and validate their value propositions — the things they value most when purchasing a product or service. Your company doesn’t have any control over your prospects’ value propositions; they are what they are. However, you do have control over the second principle of developing effective messaging: Unique Selling Propositions (USPs). [...]

By | 2018-05-31T18:22:11+00:00 May 19th, 2016|

The Importance of Value Propositions

Our previous articles have focused on the various steps and tactics you can use to zero in on your most profitable prospects. (If you’ve missed any of our posts, you can catch up here.) We covered how to target prospects by gathering data and using Key Performance Indicators (KPIs) as part of a Quadrant Analysis. We also explained the process of identifying purchase decision makers and influencers, as well as the creation of personas to get inside your prospects’ heads. Finally, we mapped out the buyer’s journey and described maximum impact points to aid in the strategy of when and [...]

By | 2018-05-31T18:31:09+00:00 May 12th, 2016|

Mapping Out the Buyer’s Journey

As explained in our previous post, the creation of personas helps to humanize your marketing by providing you with hypothetical prospects. After validating your personas, you can go to work strategizing when and how you will contact your prospects. It sounds simple, but it’s actually a challenging process. John Wanamaker, the father of modern advertising and a marketing pioneer, said it best: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Unless your business has an enormous budget and workforce, it’s not feasible to use every possible marketing channel. Mass media marketing [...]

By | 2018-05-31T18:31:51+00:00 May 5th, 2016|