Web-planning for Success: Part 1 – Value
In the last year I’ve given almost a dozen seminars on web marketing and small business marketing. I’m getting ready for another round of workshops this fall across the GTA. I appreciate the enthusiasm of the audience who always want to get right into it and learn how to build an online brand for small business.
However, there is a trend that seems to exist…the majority of entrepreneurs in the audience have not yet clearly defined their business’ marketing plan which makes it difficult to create an effective web-marketing strategy.
I am a huge advocate of having a small business marketing plan in place (it doesn’t have to be a 75-page document!). It simply needs to be a document that defines, among other things, clear goals, objectives and BUDGET. The success of a profitable web-marketing plan hinges on the existence of and the integration into an overall marketing plan.
So, there is plenty of work that needs to be done BEFORE your web-marketing strategy can be defined.
Because of this trend, I have decided to write a “series” of blogs to deal with the “pre-work” required to build a strong small business web marketing strategy and online brand… “Web Planning for Success”
Before you plan any marketing activities, it starts with understanding “value” because ultimately, you want to communicate and market your business’ value proposition. Your web-marketing plan is a communication channel (or a series of), so, without a clear message, the channel will prove to be ineffective.
To create a strong value proposition as a small business owner, put your “consumer-hat” on. When you purchase something, what “value” does that purchase give you?
Consider the purchase of a BMW automobile– someone may consider its “perceived status” as value OR Grey Goose Vodka for its “smooth taste”.
“Value” is comprised of the following:
More often than not, what you find of “value” in a product or service (as a consumer), will fall into one of these four components. In our examples above, the perceived status is a “sentimental” value and smooth-taste is a value of “quality”.
As an exercise, consider a recent purchase you have made, list what you consider to be of value when you made that purchase and then group them in the above four components of “value”.
Understanding “value” will make it easier to analyze and determine what value your business gives to consumers. In turn, it will be easier to create a value proposition for your business and ultimately, generate sales.
Real Growth for Real Business.
Reality Business Consulting (www.realityconsulting.ca) is a Toronto Internet Marketing Company who helps your business find customers and keep customers. We use sound and proven marketing principles to create a profitable online brand for your business by developing a high-quality and SEO-friendly WordPress website at the core of your online marketing strategy.
I am George Giantsopoulos, an accomplished entrepreneur and Principle of Reality Business Consulting. If you are searching for a team of knowledgeable and proven marketing professionals to grow your business, contact me for a complimentary consultation.