Online value proposition
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The online value proposition is your customer value proposition, your USP online. It’s important to clearly communicate what online experiences and content your brand can offer for each site, app and type of social presence. Content marketing is core to this as shown by this diagram.
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Online value proposition quick guide
- Review potential OVPs.
- Select your target audience.
- Research your audience.
- Benchmark OVPs.
- Define your OVP .
- Communicate OVPs.
- Deliver, review and improve.
An online value proposition is closely tied to your brand positioning which answers questions like: who we are, what we offer, which markets do we serve, what makes us different?
But it’s more than just a selling proposition since it shows what you can offer in way of content, products, services and experiences to engage online customers. The OVP extends this the difference in that it identifies the reasons why customers will click on, return, register or buy from your site and ideally feel motivated enough to share their experience – the last point being key in an age where the customer increasingly defines the brand.
The customer value proposition should state the intrinsic benefits a visitor will get from the the site, content, web service or functionality – and how that ties to your overall product or service. It cannot simply be your brand promise or a more general customer value proposition stuck online, since that misses the point that someone is on your site now and asking themselves questions such as “what’s in this for me?”