By Jennifer Ruwart
Love New Customers? Start With Value.
Your website has a much more important role than just looking pretty.
In fact, your website’s primary job is to attract new leads and enable you to nurture a relationship with your target audience.
When we start working with a client, our first focus is honing into the company’s mission, values, and vision. In other words, why do they exist? Who do they serve? What makes them special?
We tackle this in two main parts: your unique value proposition and your brand.
Attracting Leads With Your Unique Value Proposition (UVP)
At the heart of great branding is the ability to define your value proposition. This is one of the most critical pieces of any brand strategy, but it also can be one of the most challenging to create.
Your value proposition is a clear, concise statement of the tangible results a customer gets from using your products or services. It’s outcome-focused and stresses the business value of your offering. In other words, it puts the customer first and answers the question of why they should hire you—what changes for them if they do?
In order to get your messaging right, you must know who your ideal customer is and why they would want to choose what you offer over alternatives.
Often when companies market to consumers, they focus too much on the business service or product and not enough on the customer themselves—and specifically, the benefits the customer will gain by working with them.
This can be a tough habit to break, but it’s critical to adopt this position early on and check and recheck that you’re communicating what the customer wants to know, not just what you want the customer to know.
So how do you validate what you believe to be true about your target customers’ wants and needs—and how you can solve their problems?
Two great options are getting customer feedback and checking out the competition.
You can get customer feedback in so many ways. For example, surveys are a great way to get inside your customer’s heads. You can also look at the sales data you have from people who have purchased from you in the past, or customer feedback and ratings. Track mentions on social media. Look at what they’re buying and how they buy, such as directly from your website, through a partner, or from a store.
Another great idea is checking out your peers and competitors. What are they doing that works? Where are their customers indicating dissatisfaction? The answers may provide a clue as to how to differentiate yourself better and position your brand for success.
Knowing your ideal customer and creating your value proposition with them in mind dovetails nicely into communicating that value effectively through your brand and website.
Attracting Leads With Your Brand
A strong brand helps your business grow by enabling you to attract more leads and by increasing the chance that customers choose to buy from you instead of your competitors.
People often define brand as a name, term, design, symbol, or other features that distinguish one company or organization from another, but atRoger That, we believe brand is so much more. It’s a reflection of your core values and your ethos, your reason for being.
Where your unique value proposition captures the tangible what you do for your customers, your brand captures the intangible how and why.
For example, part of Roger That’s value proposition is that we help customers stand out, attract customers, and grow sales by delivering top-notch brands and custom-designed websites in a fraction of the time that our competitors do.
Our website states our value proposition loud and clear, but our brand is what brings it to life.
How do we do it? We turn a cumbersome process into something easy, efficient, and fun. We make our customers laugh, and delight them by exceeding expectations. We bring extraordinary focus, spirit and love to every project.
Why do we do it? Because we love what we do, and we bring that excitement into our work. We believe in the power of brand to help our clients chase their dreams and do good work that makes the world a better place.
Once you have a powerful brand, it’s time to put it to work helping you attract new customers and build a relationship with them.
This is where marketing comes in. With a killer website and finely tuned messaging that showcase your unique value proposition and brand, you’re perfectly positioned to turn leads into customers.
Don’t take our word for it—just ask the sales team. Andrew Vipond, who handles sales and marketing for Roger That client DH Sutherland, told us:
“Our rebrand has undoubtedly given everyone more confidence when representing the company. The sales team has definitely noticed an increase in attention at Trade Shows and they feel that the rebrand has really distinguished ourselves from the competition.”
Read more about how we worked with DH Sutherland to channel their family heritage and values in a fresh and effective new brand.
Lani Faith, executive director for Roger That client Beaverton Arts Foundation, reported even more tangible results.
"Our new brand highlights our credibility, professionalism, and commitment to the Arts, helping us attract and retain donors. And in just over a year, we secured 97% of the $48M Capital Campaign for the Patricia Reser Center for the Arts."
Want a little help? (Or a lot?) We’re here for you.
We’re here to guide you every step of the way. Stop settling for the status quo, and let us help you build a distinctive brand that highlights your unique value, attracts customers, and grows sales.
Schedule a free 20-minute consult call so we can talk about it!