Value propositions are written statements that communicate a promise about what your agency will deliver. These days, the average consumer’s attention span is so short, that a value proposition could be your business’s strongest chance at convincing a site visitor to keep clicking on your pages.
Digital marketing agencies are at an advantage in this area because attention-grabbing, value-condensed content and design forms part of their area of expertise. Your agency can use its understanding of consumer behaviour and marketing tactics to create captivating value propositions.
But there’s always room for improvement. So, let’s dive into the value of value propositions and how to write one so compelling that consumers have no choice but to pick your agency over others.
What Makes a Good Value Proposition?
A good value proposition should be short, punchy, and give readers a crystal-clear idea of what to expect from your agency.
Some of the most important characteristics of a great value proposition include:
- Clearly defined outcomes and results
- Easy to read and understand
- Legible within 5 seconds
- Tells people why you’re different – and better – than competitors
You can measure the effectiveness of a value proposition by tracking and measuring a number of different growth-oriented KPIs (Key Performance Indicators), such as:
- Sales rate
- Bounce rate
- Visit to signup rate
- Percentage of new visitors per month,
- Average website session duration per visitor
Different Types of Digital Marketing Value Propositions
There’s more than one way to go about creating the perfect digital marketing value proposition. But all of them need to revolve around a specific set of principles in order to attract the right kind of attention.
Some of the different aspects of business your agency can focus on include:
- Unique Offers – What sets your digital agency apart from others? Perhaps you run a unique deal or combination of services. Use that as an incentive for holding visitors’ attention.
- Clear and Concise Message – Clarity is super important for creating a strong value proposition. Keep it as short, sweet, and as close to the point as possible. No nonsense.
- Customer Benefits – Every agency has its perks. Know exactly what yours are and make sure customers do, too.
- Solve a Pain Point – Every agency has its downsides. Where does yours rise above the rest? Maybe your experience makes you more reliable than trend-obsessed younger agencies, or your team offers warmer, more human-focused client communications.
- Know Your Audience – Ultimately, tell your audience what they want to hear while still being honest and open about what you offer. Knowledge is key.
All in all, the secret to a great value proposition is to encapsulate the essence and value of your brand in two to five sentences (or less). By bearing these principles in mind, your team of digital marketers can develop a statement that drives consumers to immediately perceive you as worth hiring.
Examples of Effective Digital Marketing Value Propositions
If you’re still feeling lost, don’t worry. Coming up with a value proposition that truly encompasses your agency’s value while still ticking all the consumer boxes is not easy – but inspiration is all around.
The angle your agency takes should largely be influenced by the services you offer. Let’s take a look at some of the most popular digital marketing agency services in use today and analyse some real-life value propositions that correspond to each one.
Example 1: Social Media Management
Hootsuite is one of the world’s leading social media management companies, and its value proposition is a great example of using simple words to outline specific results and deliverables.
“Social media management software designed to help you create more engaging content, get more followers, and make your business shine online.” Who wouldn’t want that for their business?
Example 2: Corporate Branding
Apple is an iconic technology brand renowned for its one-of-a-kind product experience. Observe how its value proposition uses its unique product experience to pull in the consumer’s attention:
“Why there’s nothing quite like an iPhone. Every iPhone we’ve made – and we mean every single one – was built on the same belief. That a phone should be more than a collection of features. That, above all, a phone should be absolutely simple, beautiful, and magical to use.”
Example 3: SEO Services
SEMrush is one of the world’s most successful SEO management tools. Their value proposition centres around a central strength: the fact that it’s one platform (less hassle) with a full spectrum of tools.
“One platform. Everything you need to dominate your niche online. Do SEO, content marketing, competitor research, and social media marketing from just one platform.”
Example 4: Content Marketing
Ahrefs is an internationally renowned content management tool. Their value proposition is short, punchy, and tells you exactly what they can provide you with in one incredibly simple sentence.
“Everything you need to rank higher and get more traffic.” Sometimes, simple is best.
Example 5: Paid Advertising Management
Productive prides itself on providing clients with access to a wide range of high-quality tools and marketing strategies. Their value proposition focuses on rising above the competition and driving sales.
“The only tool you need to run a profitable agency. Build proposals and easily map out resources, streamline projects and save money on billing.”
Example 6: Video Marketing Services
NoGood is a contemporary video marketing business that helps brands develop unique, consumer-driven video marketing. Their value proposition is centred around clear deliverables.
“Visualize your brand story with video marketing services. Results-driven video marketing campaigns that help you increase brand awareness and improve audience engagement.”
Create A Value Proposition That Sells
Your agency’s value proposition is a crucial element of its internal marketing strategy. It’s one of the few pieces of text that needs to encapsulate everything about what makes your business special and why consumers should hire you – and that can be a lot of pressure.
However, with the right phrasing, a good value proposition could be what leads your agency to success. Measuring its effectiveness with the right KPIs can also help shape your statement in the best direction. With a strong value proposition, your agency can be unstoppable.