Kris Clark Marketing Consultancy

Tag: #marketing

  • Value Prop series: Reasons to believe

    Value Prop series: Reasons to believe

    One of the many pitfalls and traps is that (we) marketers love to use pithy phrases and abbreviations for things. Which often get interchanged and yet don´t mean the same thing. As part of the value prop series I am going to cover reasons to believe versus unique selling points.

    Both actually support the value proposition and all need to be true, interrelated and feed into each other. You can´t have a reason to believe that doesn´t relate to the core value.

    These two key concepts play pivotal roles in influencing consumer decisions: “Reasons to Believe” (RTB) and “Unique Selling Points” (USPs). While they both aim to convince customers to choose a product or service, they operate differently and serve distinct purposes.

    Reasons to Believe (RTB):
    RTBs are the supporting pillars of your brand’s promises. They answer the critical question: “Why should I believe what this brand is saying?” Essentially, RTBs provide credibility and validation for the claims you make in your marketing efforts. They are the evidence that backs up your assertions.

    Evidence. True, honest, authentic this is why you can believe what I am telling you. Do not say you have homemade soup and then open a tin (channeling my inner Gordon Ramsay there).

    Unique Selling Points (USPs):
    USPs, on the other hand, are the qualities or features that set your product apart from the competition. They are the unique and distinctive aspects that make your offering stand out in a crowded marketplace. USPs answer the question: “What makes this product different and better?”

    Distinctive, unique – what is the one key thing you do differently.

    The key differences can be summed op in Focus, Purpose and Timing.

    Focus: Reasons to believe focus on building trust and credibility by providing proof; Unique selling points focus on differentiation.

    Purpose: RTBs support the claims made in the marketing messges, USPs define the unique advantages of the product.

    Timing: RTBS typically come after the initial message to back up the claim. USPs are presented up front as attention-grabbers.

    While both Reasons to Believe and Unique Selling Points are vital components of effective marketing, they serve distinct roles in the process. RTBs establish trust and credibility, while USPs set your product apart and entice customers with its unique benefits. Both are important – both.

  • Tips: GA4 and ´first user´ dimensions

    Tips: GA4 and ´first user´ dimensions

    Full disclosure – I am still learning my way around GA4 so writing these tips is as much for myself as for the audience. Knowledge is meant to be shared. I happen to love data so diving into this is fun for me. Sharing hopefully helps those who don´t love data be less afraid of it.

    The “first user” dimensions in GA4 shed light on the initial interaction a user has with your website or app. This concept is a departure from the previous model where sessions and users were tracked separately. Now, with GA4’s focus on events and user properties, understanding the first touchpoint of a user can offer a wealth of information.

    Here are some tips to effectively utilize these dimensions:

    1. Mapping User Journeys: The first user dimensions allow you to map the user journey from the very beginning. You can identify the channels, sources, and mediums that bring in users for the first time. This insight is invaluable for understanding which marketing efforts are driving initial engagement.
    2. Personalization and Segmentation: By analyzing the behavior and characteristics of users who engage with your platform for the first time, you can create more personalized marketing strategies. Segmentation based on first user dimensions can help tailor messaging and content to resonate with specific audience subsets.
    3. Optimizing Landing Pages: The “first user” dimensions can reveal the landing pages that attract the most new users. This information can be used to optimize these pages further, ensuring they align with the expectations of first-time visitors and encourage further exploration.
    4. Refining Campaign Strategies: For digital marketers, optimizing campaigns is ever ongoing. By leveraging “first user” dimensions, you can fine-tune your campaigns by identifying the campaigns that attract users who go on to become engaged customers.
    5. Tracking User Retention: Understanding how many users return for subsequent interactions is crucial for measuring user retention. By monitoring the retention of users who engage with specific channels or campaigns for the first time, you can adjust your strategies to maximize long-term engagement.
    6. Enhancing User Experience: Analyzing the behavior users can reveal pain points in the user experience. With this data, you can make informed decisions about website or app improvements.

    Wrapping it all up – “first user” dimensions in GA4 are insights waiting to be explored. By utilizing these dimensions effectively, you can gain a deeper understanding of user behavior, optimize campaigns, and improve the overall user experience. Mapping user journeys, personalizing strategies, and refining campaigns become not just aspirations but actionable steps.

  • Value proposition series: When Should You Develop Your Value Proposition?

    Value proposition series: When Should You Develop Your Value Proposition?

    A value proposition is a magical statement that can make or break your business’s success. You´ve heard how crucial they are, but: when exactly should you spend time and creative effort to create that perfect value proposition? 

    Spoiler alert: preferably at the start of your business. Just like business goals a value proposition should help align, well it´s in the names – the values of your business. 

    It´s tempting to rush into the business with the elevator pitch (especially when looking for funding) but take a few moments to write down what, when, how & why. 

    Your value proposition is a business blueprint – it lays the foundation for everything you do in your business – from marketing to sales and even customer support. By developing it early on, you’ll have a clear direction and a powerful message to convey to your target audience.

    But don´t shoot into the air with an ´aspirational´ guess – get to know your potential customers inside out – their pain points, their desires, and what makes them tick. Find the secret code that unlocks the door to their hearts.

    But wait you say – not aspirational? Correct. First things first. Lay the foundation. When you start growing then fine-tune, tweak. You can´t build the penthouse first even if you dream of it. Conversely, before embarking on new pastures – review and revise.  Different markets have different needs and preferences, so your proposition might need a bit of tweaking to charm your unique audience.

    Also when things are down – don´t abandon but review and revise. If sales stagnate or your once-enthusiastic customers seem to be losing interest, it doesn´t mean that you need to turn around and create something new – it could be a sign that it’s time to dust off your value proposition and give it a much-needed makeover.

    Remember, as time goes on, customer preferences change faster than you can say “innovation.” What worked like a charm yesterday might not cut it today. By revisiting your value proposition regularly, you’ll keep it relevant and captivating for your audience.

    Use your value proposition as the touchstone for marketing, sales, innovation, personnel (hires), and growth. 

  • Value Proposition series: First – understanding what they are.

    Value Proposition series: First – understanding what they are.

    Value propositions are important and can be crucial in helping to create business goals and define strategy. But what are these and how do you arrive at them? A short new series on these often confusing terms.

    First up : what do we mean by the words ?

    A value proposition is a concise statement that clearly communicates the unique value and benefits that a product or service offers to its target customers. It serves as the foundation of a company’s marketing strategy and plays a crucial role in capturing the attention of consumers and driving their purchasing decisions.

    Words are important. And the first rule of communication is that between the sender and the receiver there is noise. This means that what we think we are saying, isn´t necessarily what we are saying and definitely not always what someone else hears.

    A compelling value proposition helps differentiate a product or service from the competition. A well-crafted value proposition highlights the unique selling points of a product or service, showcasing how it is distinct from others in the market. By clearly communicating the benefits and value that a business provides, it captures the attention of potential customers and compels them to consider the offering.

    A value proposition serves as a guide for effective communication. It provides a consistent and coherent message that can be used across various marketing channels, including websites, social media, advertisements, and sales pitches. This consistency ensures that the intended value is effectively conveyed to the target audience, reinforcing the brand’s positioning and establishing credibility.

    A strong value proposition helps address customer needs and pain points. By understanding the specific challenges faced by their target market, businesses can tailor their value proposition to highlight how their product or service solves those problems. When customers can see a direct connection between their needs and the offering, they are more likely to choose that particular solution over alternatives.

    So before getting into ´aspirational terms´ go back to basics. Ensure that everyone involved is identifying the same things with the same words and use them.

    What does my business stand for? What do I feel when I say that? What do I want others to feel? What am I proud of? What do I want to tell?

  • So – what is a conversion?

    So – what is a conversion?

    Title: Mastering Conversions and Events: A Kickass Digital Marketing Tip

    Want to unlock the secrets of conversions and events? Good as these are important – conversions are crucial to measuring success. But how to go about it?

    Define your conversion goals with crystal clarity. What actions do you want your website visitors to take? Whether it’s signing up for that rad newsletter, smashing that contact form, or grabbing your epic ebook, make sure you’ve got your goals locked and loaded. This way, you can focus on tracking and optimizing the stuff that truly matters to your business.

    Ride the Customer Journey; To nail conversions and events, you have to take the the customer journey. Break down the stages from never heard of you to converted and pinpoint the touchpoints where you track user interactions. This way, you’ll know which channels, campaigns, or actions are pulling in the big guns. It’s all about optimizing your marketing mojo to drive those conversions.

    Get Your Event Tracking going – Events?! They’re the secret sauce to measuring what users do on your website or app. Make sure you track the good stuff—button clicks, video plays, form submissions, and more. These little nuggets of information reveal how users engage with you, so you can bust through bottlenecks and supercharge your conversion rates. Make sure your event tracking matches your conversion goals, so you can measure how effective your marketing truly is.

    Google Analytics Goals: Say hello to your trusty sidekick, Google Analytics! This epic tool is your gateway to tracking conversions and events. Set up goals in Google Analytics to measure your marketing superpowers. Whether it’s completed events, hitting those destination pages, clocking time, or exploring pages like there’s no tomorrow, GA has your back. With goals in place, you can flex your conversion rates, understand user behavior, and see which marketing channels and campaigns are giving you the biggest bang for your buck.

    And as always : Optimize and Test. Optimization is an ongoing party when it comes to conversions and events. Dive into the juicy data from your event tracking and conversion setup. Find the sweet spots for improvement. And hey, why not throw in some A/B testing? Pit different strategies, landing pages, and calls-to-action against each other to see what rocks the hardest. Keep refining those goals, event tracking, and user experience based on what the data tells you. This is how you level up your digital marketing game and bring home the wins!

  • Tips: GA4 is on its way!

    Tips: GA4 is on its way!

    With (less than) a month to go before GA4 is the default setting we´re all way overdue to take a look at our conversions.

    In digital/online marketing, conversions and events play a vital role in measuring success and optimizing strategies. Understanding how to set up and track these effectively empowers you to make data-driven decisions.

    First step: before setting anything up it´s crucial to define clear conversion goals that align with your business objectives. What are the specific actions you want you website visitors to take. This help you to focus and optimize.

    Second: understanding the customer journey is key to effectively setting up conversions and events. Analyze the stages a user goes through, from initial awareness to final conversion. Identify the touchpoints where you want to track user interactions and set up corresponding events.

    This also helps to create insights into which channels, campaigns or actions are the most effective.

    Third: Event tracking – define and implement actions for specific events such as button clicks, video plays, form submissions or downloads. These events also help track engagement and also identify potentional bottlenecks. Again ensure that event tracking is aligned with your business goals.

    But don´t panic because as quickly as you have to define events and conversions – these don´t have to be set in stone. Important is to start from a solid plan based on your own business goals. And start small.

    It is even better to iterate. Measure, consider, tweak, repeat.

  • Storytelling series: summing it all up

    Storytelling series: summing it all up

    In the world of marketing, competition is fierce, and brands are always looking for new and innovative ways to stand out from the crowd. However, simply promoting products and services is no longer enough to build a strong brand. In order to truly connect with their audience, brands need to tell a story that resonates with their customers on a deeper level.

    Authenticity, narrative, and voice are three crucial elements in creating a compelling story that motivates customers to take action. Authenticity is all about being true to the brand’s values and identity, and it requires transparency and honesty. A brand’s narrative should be consistent across all marketing channels and align with the brand’s goals, while its voice should be distinctive and recognizable.

    By mastering these elements, brands can create a powerful story that not only engages their audience but also inspires them to take action. For example, a brand might use its narrative to tell a story of its journey to success, highlighting challenges overcome and lessons learned along the way. By using authentic language and a distinctive voice, the brand can create an emotional connection with its audience and motivate them to take action, such as making a purchase or sharing the brand’s message with others.

    Another example, for a gallery or artist, might be using the narrative to showcase the work by the journey of the individual artists. Using real stories and a genuine voice, you can build trust with your audience and inspire them to act, such as signing up for a subscription or leaving a positive review.

    With customers increasingly discerning and skeptical, storytelling is a powerful tool for brands to build meaningful connections with their audience. By mastering authenticity, narrative, and voice, brands can create compelling stories that resonate with their customers.

  • Tips: The fear of metrics and how to overcome this.

    Tips: The fear of metrics and how to overcome this.

    For many people, the world of marketing metrics can be a daunting and intimidating place. With so much data to track and analyze, it’s easy to feel overwhelmed and unsure of where to start. Yet metrics are a crucial part of any successful marketing campaign. Avoiding vanity metrics but also measuring and interpreting what helps is important. Avoidance doesn’t work nor does just rely on ´anecdotal metrics´.

    There are many, common reasons why people are afraid of metrics – and there are some easy practical tips to help

    1. Feeling Overwhelmed by Data

    One of the main reasons people are afraid of metrics is simply the sheer amount of data that’s available. With so many metrics to track, it’s easy to feel overwhelmed and unsure of where to start.

    To overcome this fear, start by focusing on a few critical metrics most relevant to your business goals. For example, if your goal is to increase website traffic, focus on metrics such as page views, bounce rate, and time on site. Once you feel comfortable with these metrics, you can gradually expand your focus to include other metrics that are relevant to your business.

    1. Uncertainty of How to Interpret Data

    Another common fear people have about metrics is not knowing how to interpret the data. It’s one thing to track metrics, but it’s another thing entirely to understand what they mean and how to use them to make informed decisions.

    To overcome this fear, start by educating yourself about the metrics you’re tracking. There are countless resources available online that can help you understand what different metrics mean and how to interpret them. Additionally, consider working with a marketing consultant or agency that can help you navigate the world of metrics and provide guidance on how to use them effectively.

    1. Fear of Failure

    Another reason people may be afraid of metrics is the fear of failure. If you’re not tracking metrics, it can be easy to ignore or overlook areas where your marketing strategy may be falling short. However, once you start tracking metrics, it becomes much harder to ignore areas where you’re not seeing the results you want.

    To overcome this fear, it’s important to reframe your mindset around failure. Instead of seeing failure as a negative, view it as an opportunity to learn and improve. Use metrics as a tool for identifying areas where your marketing strategy may need adjustments, and use this information to make data-driven decisions that will help you succeed.

    1. Lack of Confidence in Analytical Skills

    Finally, many people may be afraid of metrics simply because they lack confidence in their analytical skills. However, you don’t need to be a data scientist to understand and use metrics effectively.

    To overcome this fear, start by focusing on the basics. Understand what different metrics mean, how to track them, and how to use them to make informed decisions. As you become more comfortable with these basics, you can gradually expand your knowledge and start delving into more complex metrics.

    Metrics are crucial to being successful in marketing, and overcoming the fear of metrics is key to achieving success. Before you start, focus on a small number of key metrics you really need to know. Then educate yourself about their meaning and interpretation, reframe your mindset from overwhelming to just taking one step at a time, and start with the basics. This will ensure that metrics work for you.

  • Storytelling: Voice

    Storytelling: Voice

    We often hear the term voice when relating to a brand – but what does it mean? And how does that work for small businesses?

    As a small business, especially in the creative arena, you are your brand. However, as I have previously warned, do not mix your private persona with your business on your social media. You can be yourself, be personal, and have your brand voice be you – but always keep in mind your public face.

    On the other hand, telling a story that isn´t authentic in a voice that doesn´t correspond will not encourage people to buy your products. A voice can be compared to a key in music.

    Having a distinct and recognizable voice is critical for any brand that wants to stand out in today’s crowded marketplace. A brand voice is the tone, personality, and language that a business uses to communicate with its audience. It’s how the brand speaks to its customers, and it helps create a sense of consistency and coherence across all marketing channels.

    Key elements are authenticity, a clear narrative, and consistency. In a voice that resonates with your audience. Then you can start telling a story.

  • Tips: why SEO is not a simple solution

    Tips: why SEO is not a simple solution

    Full disclosure – it is always tempting to take something you do well, make it look even easier and then sell that as a service. That is the backbone of consulting.

    And many solopreneurs get boggled by all the terms we throw at them. SEO, SEA, SEM, CTR, CPC, ROI. As a business person, you know that SEO is important – you need to be found ! But what is it? And how do you do it?

    SEO (Search Engine Optimization) is not a simple solution because it involves a complex set of strategies and techniques that are constantly evolving. While there are some basic principles that remain constant, search engines like Google are constantly updating their algorithms to provide better search results to users. This means that SEO strategies that worked well in the past may no longer be effective, and new techniques need to be developed and implemented.

    Moreover, SEO is not a one-size-fits-all solution. Every website and business is different, and the SEO strategy that works best for one may not work as well for another. It requires a thorough understanding of the target audience, the competition, the industry, and the technical aspects of website optimization.

    In addition, SEO is not a quick fix. It takes time, patience, and consistent effort to see results. It involves creating high-quality, relevant content, building backlinks, optimizing website structure and content, and continuously monitoring and analyzing performance to make data-driven decisions.

    Lastly, SEO is not a set-it-and-forget-it solution. As mentioned earlier, search engine algorithms are constantly changing, and businesses need to stay up-to-date with the latest trends and best practices to maintain their search visibility and rankings. This requires ongoing research, testing, and optimization, making SEO a long-term and continuous effort.

    Everything in business and life if worth doing well but also requires thinking, rethinking and ongoing work—no simple fixes.