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Value Added Solutions
Are you adding value or just making noise? Many businesses are looking for ways to grow their reach and client base using the internet. It’s easy to get sucked into the latest trends and tricks that promise fast growth and “above average ROI.” Before you jump on the band wagon you need to ask yourself; “Will this add value to my prospects and current customers?” If the answer is no, then don’t do it. It really is that simple.

What people are looking for are products and services that add value to their lives. They want more than just solutions, they want solutions that meet their needs on multiple levels.  The great part about taking a value added approach to your online marketing, is that it builds trust and sets your business up for long-term, sustainable growth.

Solve Problems. Sell Solutions. In that order.

The fastest way to kill momentum is to push the sale too early in the process. Many of our leads and prospects are in the early stages of the buyer’s journey. For the most part, they are just realizing their pain and are trying to learn more about it. They are searching for possible solutions and tips to cure their pain. Value Added marketing says, “Let me help you” first. This helps build credibility with your lead and when it comes time to sell, you have established yourself as a trusted adviser, not a pushy salesperson. 

Create an Emotional Connection

Think about it, why do people have to get the new iPhone or wear the latest fashion trend or eat at that new trendy restaurant in town? It’s not because they need too, it is what the product, service or trend says about them. There’s an emotional connection.  People buy more out of the emotional fulfillment they receive than the necessity of the object itself. Companies and businesses that can create an emotional connection between what they offer and the prospects they are targeting are the ones who set themselves up for long-term success. By meeting the emotional need of a prospect, you add tremendous value to them.

Narrowing Your Focus, Increasing Your Reach

It almost seems contradictory, but narrowing your focus is essential to creating growth that lasts. As business owners, we must be ok with the reality that our products and services aren’t for everyone. Determining who your audience is, is the first step in creating marketing that connects. You can’t provide value added solutions unless you first understand who your solutions are for. Each customer base and buyer persona is different and unique.  Businesses that make the greatest impact are the ones who learn who their audience is, and then create messaging that speaks directly to them. Do your homework.  Everything about your personas says something about the way you should interact with them. The more you learn, the more targeted your messages can be.   

Whether you sell gadgets and widgets or provide everyday services, they key to creating marketing that works is adding value to your prospects. Every day millions of people search the internet looking for solutions to their problems. They are looking for companies and businesses that connect with them on a deeper, emotional level. In order to create marketing that speaks to your target audience, you first have to know who they are. By creating buyer personas, you can narrow your focus and amplify your message to those who want to hear it. So I ask you again, are you adding value or just making noise?

It’s time you create marketing that connects and adds value. Get your free Buyer Persona Template, and define your target audience.

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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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