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EU Course 236 Value Proposition Design – Spring 2017 Ed Mayuga
1.
Value Proposition Design
– Communicating Your Value Through Digital Media Enterprise University Course 236 Spring 2017 – Ed Mayuga
2.
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.
3.
There is need
to discuss how to generate content to market to and persuade an audience.
4.
Are you currently
creating online content but feel that there is room for improvement?
5.
At the end
of today’s course, you will understand how to use content marketing to persuade.
6.
Use Value Proposition
Design to author content for the audience to know, like, and trust you!
7.
The Art of
Persuasion
8.
Who do we
tend to listen to? The Influencer / Maven / Insider
9.
We seek the
inside scoop on where to save money, solve a problem, get a deal etc.
10.
What is the
first thing you do when you need a product or service? You Google it.
11.
We look for
the information on the first page of Google results, social media, or
12.
We want referrals
from a trusted source, someone with credibility, an Influencer / Maven / Insider
13.
We look for
“social proof”
14.
We ask our
friends or family for referrals
15.
Then, we may
go to online sources for validation – i.e. Forums, groups, clubs etc.
16.
We look for
online reviews – Amazon, Yelp, etc.
17.
How does someone become
an Influencer?
18.
Asks the same
questions as you, but goes further and shares that knowledge online.
19.
Lets people know
that what mistakes they have made as well
20.
Being authentic online
translates into trust, which gives you influence!
21.
Persuasion is a
Process. It is Marketing.
22.
Persuasion is when
You persuade someone to do something. (Marketing)
23.
The Art of Convincing,
on the other hand, is when you convince someone of something. (Sales)
24.
You need to
understand their needs – PAINS vs. GAINS
25.
Speak in the
affirmative – let your audience know you have their best interests in mind
26.
Be frequent and
consistent with authoring and posting information online
27.
Public relations are
Earned Media, which persuades through building trust and credibility
28.
PR has more
impact than paid advertising because it’s harder to obtain
29.
PR takes 2,
3, or 4 calendar quarters to take effect, but is effective at generating sales
30.
If you want
to find out more, check our Ann Marie’s EU Course 205: Public Relations 101
31.
Building an Audience
32.
You can evoke
an emotional response by demonstrating that you care about their problems
33.
Testimonials and LinkedIn Recommendations
- You have an audience that can vouch for you
34.
People can Google
your name and find out what you know and discover content that you share
35.
BUT, in order
to persuade effectively, your audience needs to be engaged
36.
People have to
know you
37.
Are you a
thought leader?
38.
Are you responsive
to online inquiries and comments?
39.
Locally, does your
audience see you on STLToday or the…
40.
People have to
like you
41.
How do you
know that people like you? Have you asked your inner circle?
42.
Are you easy
to talk to and approachable in public?
43.
Philanthropy and charity
44.
People have to
trust you
45.
Is the product
or service that you are marketing reliable and a good value? Why?
46.
Do you back
up your product or service claims with your reputation?
47.
Do what you
say and say what you do!
48.
Value Proposition Design
49.
Let’s pretend you
are going to sell to these celebrities…
50.
51.
52.
53.
54.
55.
Let’s Work on
Your Value Proposition Canvas!
56.
Look at the Handouts
57.
Let’s start with
the Customer Profile first
58.
Then we’ll transition
to the Value Proposition
59.
Who would like
to share their Value Proposition Canvas?
60.
Tell us about your
product or service, then your Customer’s Jobs
61.
What is your
biggest challenge?
62.
Feedback from the
audience?
63.
Pain Relievers and
Gain Creators
64.
Do your Pain
Relievers match the Customer Pains?
65.
What type of
content/posts do you think that your potential clients would like to see?
66.
Don’t confuse your
Product/Service with Gain Creators
67.
How do you
receive customer feedback? I.e. Survey Monkey, client interviews etc.
68.
Do your Gain
Creators match the Customer Gains?
69.
Let’s look at
the positives that your Product/Service provide
70.
Is there a
correlation between Customer Pains/Pain Relievers?
71.
Is there a
correlation between Customer Gains/Gain Creators?
72.
Does your product
or service match the Customer’s Job?
73.
What features/benefits would your
potential clients want to see?
74.
What additional benefits
would your existing clients want to see?
75.
Don’t confuse a product/service feature
with a Pain Reliever/Gain Creator
76.
How do we
apply the Value Proposition Canvas to Content Marketing?
77.
Sharing your knowledge
78.
Long-form - an
online article or white paper that demonstrates your thought leadership
79.
Short-form – Facebook
posts, Tweets, or short blog entries to do the same thing
80.
Case-studies – real-life
examples of how your product or service has helped your customers
81.
Promoting Pain Relievers
and Gain Creators
82.
Where is your
audience?
83.
What is a
simple social media post you can create today to promote these benefits?
84.
Current marketing materials
- Are you promoting Pain Relievers and Gain Creators?
85.
Content Marketing Acronyms
– WIIFM, TOMA, and FOMO
86.
WIIFM – What’s
in It for Me?
87.
TOMA – Top
of Mind Awareness
88.
89.
Through Social Networks
and Digital Media
90.
Persuasion through Social
Media
91.
Facebook / Instagram
92.
User generated content
– Keep in mind it is a “social” media site
93.
94.
95.
96.
Excellent for B2B
marketing
97.
Your posts appear
on the Wall, similar to Facebook
98.
Excellent tools for
lead generation
99.
Website / Blogging
100.
Don’t build your
brand on rented ground! Use a self-hosted website (Owned Media)
101.
Content Management System
(CMS)
102.
If you blog,
you can easily share that information through social media
103.
Earned Media –
Relationships with Industry Bloggers, Journalists, and Influencers
104.
105.
Enhances your reputation as an
Influencer and thought leader
106.
Gives you credibility
and TOMA
107.
A Google search
for your name will list press releases and news
108.
Earned Media placements
are hard to obtain, but are extremely valuable
109.
Lives on the
Web indefinitely
110.
Placements Local, Regional,
National, and Trade Press
111.
Can be used
in marketing materials
112.
Affirmation from the
reporter and publication
113.
Reporters have a
story to tell
114.
Media relations will
position you as an expert
115.
Articles are shared
on social media by the author and publication
116.
Paid Media
117.
118.
Pay Per Click
- Show up on the first page of search results
119.
120.
Provides data that
can help you with content authoring
121.
122.
Craft sales messages
in- line with Facebook content
123.
Sponsored Posts
124.
Remarketing - Ads
that follow you around your Facebook feed
125.
Generate your email
marketing list
126.
Capture emails on
your offer pages
127.
Increases qualified leads
in your email marketing database
128.
Convert leads into
buyers with special offers for insiders
129.
In Conclusion –
What We Discussed Today…
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