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An Online Value Proposition (OVP) describes how your website adds value for your customers and your business.
When Amazon first launched in 1995, its OVP was very clear – a broadrangeof products that can be viewed and ordered 24/7/365 at the shopper’s convenience; low prices, as Amazon did not need to invest in high street rent; fast and reliabledelivery; and a convenientreturns process.
It seems simple, but we also need to consider how our digital marketing adds value for potential and existing customers.
- Are we making it easy for consumers to research our products and aiding the buying process?
- Are we providing all of the information prospects need to make an informed decision?
- Are we discoverable (in terms of SEO, SEM and PPC)?
- Are we providing a platform for customers to be heard (whether that is a closed forum or in the social layer?)
- Are we being clear with our messaging in terms of the problems our products solve
- Are we supporting our brand in every interaction?
- Are we making it easy for prospects and existing customers to talk to us (and being responsive when they do)?
- Is it easy to deal with us online?
- Are we actually adding value online?
Gone are the days when our website was just an online version of our brochure and marketing it consisted of including the URL in our press advertising and on our business cards!
Don’t let ‘Sizzle’ overshadow functionality
In a previous post, I mentioned Paul R Smith’s SOSTAC framework for digital marketing plans. Another useful framework proposed by Smith is his 5S model.
- Sell– It seems obvious, but you would be amazed at how many websites still fail to convert visitors
- Serve– How does the website add value for prospects and existing customers, is it mobile optimized, and are you offering appropriate apps and social tools for your customers?
- Save– If it doesn’t save me time or money, why would I complete your checkout process?
- Speak– Does the website allow us to get closer to customers? I have seen many websites that seem to push customers away!
- Sizzle– Our website is our online HQ and should be a flagship example of everything we stand for and the level of service customers can expect from us
I believe it is possible to extend the 5S framework to every digital channel. For example, if you have a Facebook page, are you delivering on the above? How is your offer tailored for Facebook users and how responsive are you when someone posts something on your wall? If you are selling products in Facebook, is the pricing the same as on your website or are you making fans feel like they are being offered promotions exclusively for them?
6C’s for delivering to Gen-C
The CIM’s 6C framework provides more ways to measure the value of your website.
This framework is particularly useful for defining the OVP of your Website from the perspective of the next generation of digital consumer. Are you delivering for Gen-C – i.e. the ‘Connected’ generation who are online, all the time?
- Content– Is your website more than just an online version of your brochure? Is it responsive and optimized for user experience?
- Customization– Are you providing information in a way that allows every individual to choose what they see and how they see it? Are you using personalization technology to make every experience unique for your customers?
- Community– Are you shepherding the debate and providing a platform?
- Convenience– The visitor’s, not yours! Can your prospects and existing customers chat to you online or do you ask them to email you or pick up the phone?
- Choice– Are you providing a decent choice of products, communication channels, package options, and delivery methods?
- Cost reduction– Does your website offer better deals for your customers AND is it a more cost effective way for YOU to do business with your customers?
Unfortunately, models and acronyms rarely give you all the right answers. But they do help you ask the right questions and give you the framework you need for strategic planning.
Now it’s time for the fun stuff - the ‘Face’ of your digital marketing strategy
Once you have defined your digital universe and you really understand where your customers are, you can start setting realistic objectives and selecting the right channels to reach those ever elusive new customers.
If you define your OVP, the right channels to drive customers to your site will start to become clearer. You will then be in a position to start experimenting and/or optimizing your digital tactics. Despite what you may have read, not every digital channel will be right for your business but until you try, you won’t know.
In the last post of the series, I will be discussing key challenges facing digital marketers and businesses in 2014 and beyond, following a survey SmartFocus conducted with over 350 digital marketers in the UK.