It amazes me as an internet marketer how many times I talk to and deal with businesses that are missing the core elements for marketing in general! Internet marketing is another channel or medium for your overall marketing objectives but the core elements of a good marketing strategy still apply!
For example it doesn't matter if your doing direct mail, radio, billboards, press release, television, newspaper, SEO, PPC, Maps ... in EVERY single medium you need a value proposition ... that is an explanation of WHY a business (B2B) or consumer (B2C) would want to do business with you.
To quote the all knowing "Wikipedia" -
A value proposition is an offer that describes the quantifiable benefits that individuals or organizations making an offer promise to deliver. Its development is based on a review and analysis of the benefits, costs and value that an organization can deliver to its customers, prospective customers, and other constituent groups within and outside the organization. It is also a positioning of value, where Value = Benefits / Cost (cost includes risk)[1].
http://en.wikipedia.org/wiki/Value_proposition
Perhaps a simpler way of explaining the value proposition is the old adage WIIFM. Whats In It For Me? Now ... when I talk to most companies to be completely fair they at least KNOW what their WIIFM is ... the problem is nowhere in their marketing do they communicate this!
The take away? Look at your site (since we focus on internet marketing but really look at ANY form of marketing/advertising you do) ... do you CLEARLY state ABOVE the 1st fold what your value proposition is?
If not its time to go back to basics!
About the Author:
Samuel Araki is the founder of LocalTrifecta Internet Marketing. He believes SME’s need to regain control of their digital marketing - which has become a muddled landscape, filled with fast talking, budget sucking, wannabe Internet Marketing leeches. He is clear that online marketing is not an overnight process, but is a commitment to furthering an upward trending marketing channel. Follow Samuel’s musings on Twitter and Google+
