At the heart of any service business are its clients. They’re the ones who pay your bills. Without clients there can be no profit.
Yet many service businesses struggle to find new clients. When we ran a poll of our readers on the WorkflowMax website, client management emerged as one of the biggest pain points.
The good news is that finding clients doesn’t have to be an uphill battle. In this chapter we’ll teach you how to build an online marketing strategy, how to attract leads to your business, and how to convert those leads into paying customers.
In marketing speak, a value proposition is a service, feature or innovation which makes your company or product attractive to customers. It’s why clients are going to choose you.
A strong value proposition should tell your clients 3 things:
A value proposition should be written in clear language. It needs to be short, snappy, and easily understood by your prospective clients.
Imagine you’re talking to a stranger. You should be able to communicate your value proposition in a way they understand; and it shouldn’t take more than 30 seconds. In writing it should only be 2-3 sentences.
Avoid technical buzzwords and product jargon at all costs. Your value proposition needs to resonate with all potential clients - even those who know nothing about you.
WordStream's blog has some excellent examples of value propositions that work. For example, this value proprosition from Slack has helped them dominate the workplace productivity space:
Or for more inspiration, check out Lean Labs 25 value proposition examples.
Refining and understanding your own value proposition is crucial before you develop your marketing strategy. Use it as a mantra at every stage of your planning process.
Stick it on your fridge, teach your parrot to say it, get it tattooed (ok maybe not). But do take practical steps to keep your business value proposition in mind.
Now that you have a powerful value proposition, it’s time to explore market segmentation.
Imagine you’re standing at an archery range, blindfolded. You fire off a bunch of arrows and simply pray you’ll get lucky enough to hit the target. Market segmentation is designed to remove that blindfold.
Market segmentation involves splitting your potential consumers into smaller groups or segments, based on various factors - age, gender, location, interests, industry, occupation. It’s the first step towards concentrating your marketing efforts on the right people.
There are 3 key reasons why market segmentation plays an important role in finding new clients.
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