Your company’s value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor.
So how do you actually write a value proposition statement that’s strong enough to lift conversion rates and sales? In this article, you’ll learn the definition of a value proposition, what a value prop isn’t, examples of some of the best value props we’ve seen, and tactics to create amazing value props.
Ready to dive in?
What is a value proposition?
A value proposition is a short statement that communicates why buyers should choose your products or services. It’s more than just a product or service description — it’s the specific solution that your business provides and the promise of value that a customer can expect you to deliver.
Value propositions are one of the most important conversion factors. A great value proposition could be the difference between losing a sale — and closing it.
For that reason, it’s important to create one that accurately represents your products and services and makes it clear why you’re the best choice. However, writing it from scratch is hard. Download our templates below so you can follow along with the rest of the post.
Your value proposition is a unique identifier for your business. Without it, buyers won’t have a reason to purchase what you sell. They may even choose a competitor simply because that business communicates its value proposition clearly in its marketing campaigns and sales process.
That said, you might think: Isn’t my value prop interchangeable with, say, my slogan?
Value Proposition vs Mission Statement
Your value proposition details what you offer customers and why they should choose you, while a mission statement details your objective as an organization. While the two can have points in common, a value prop is more product- and service-oriented while a mission statement is more goal-oriented.
Here are two examples for HubSpot and our CRM platform:
Value Proposition: “An easy-to-use CRM.”
Mission Statement: “To help businesses grow better.”
Value Proposition vs Slogan
A slogan is a short, catchy statement that brands use in marketing campaigns to sell a specific product. While your value proposition wouldn’t necessarily go in an ad (at least, not usually), a slogan would. The most important thing to note is that a company can have different slogans for different campaigns or products.
Here are two examples from De Beers Group:
Value Proposition: “Exquisite diamonds, world-class designs, breathtaking jewelry.”
Slogan: “A diamond is forever.”
Value Proposition vs Tagline
A tagline is a short statement that embodies a certain aspect of your brand or business. While a value proposition is more concrete, a tagline can represent a concept or idea that your business stands for. Most businesses have only one tagline that is instantly recognizable and connected to their brand.
Here’s an example from Apple:
Value Proposition: “The best experiences. Only on Apple.”
Tagline: “Think Different.”
Value Proposition vs Mission Statement vs Slogan vs Tagline
Now, let’s look at an example of a business that has all four: Nike. Remember that slogans can differ depending on the campaign.
Value Proposition: “Customizable performance or lifestyle sneakers with unique colorways and materials.”
Mission Statement: “To bring inspiration and innovation to every athlete in the world.”
Slogan: “Twice the guts. Double the glory.”
Tagline: “Just do it.”
TLDR; While your value prop should help differentiate you from the rest of the industry, keep in mind it’s not a slogan, tagline, or mission statement. Those types of copy are important accessories to your brand, but your potential customers and employees don’t choose one business over the other solely based on these elements.
Your value proposition goes deep into the problems you want to solve for buyers, and what makes your product or service the perfect solution.
Now, before you write the statement itself, it’s important to create a value proposition canvas.
Taking these three elements into consideration, you’ll be able to make your own after you build a value proposition canvas.
Value Proposition Canvas
A value proposition canvas is a visual tool that helps you position your business’s product or service around your customers’ needs. The goal of the value proposition canvas is to identify how your business provides value within the market. You can use one when introducing a new offer into the market or when enhancing an existing one.
The value proposition canvas is made up of two major components: the customer profile and the value map.
Here’s how to make one:
Step 1: Create a customer profile to represent your target buyer.
The customer profile makes up the first half of the value proposition canvas. When performing this exercise, you’ll want to start with this section first so that their wants and needs can influence the overall value proposition canvas.
The customer profile consists of three areas:
What is the task your customer needs to complete or the problem they’re trying to solve with your product or service? The answer to this question sums up the “customer job” or the purpose of your product or service in the eyes of the customer.
“Expectations” are also referred to as “gains” — in other words, what your customer is hoping to gain from doing business with you. No matter what you sell, your ideal customer will have an expectation of what that product or service will do for them. In this section, you’ll use research to explain what your customers expect from you in order to purchase your product.
Customer Pain Points
As your customer completes their “customer job,” what pains do they experience? Do they take any risks while they do the customer’s job? Do they experience any negative emotions? These pain points should be considered so that you include the most helpful products and services on the value map side of the value proposition canvas.
Step 2: Create a value map for your products and services.
In this section of the value proposition canvas, three specific sectors help describe what the business offers to the customer.
These are features your products or services have that make the customer happy. Think creatively about the elements of happiness your customers experience. Consider their financial and social goals as well as their psychographics.
In the section above, we discussed customer pains. This section will define exactly how your business will help them overcome those pain points.
Products & Services
While this section won’t list every single product or service your company offers, it should include the ones that will create the most gain and alleviate the most pains for your customers.
Step 3: Determine value proposition-customer fit.
Once you’ve completed the value proposition canvas exercise, the next step will be to determine how your value proposition fits within the customer profile. To do this, you’ll use a ranking process that prioritizes products and services based on how well they address the customer profile.
All together, your value proposition canvas should look like this:
Next up, let’s go over the elements you should include in your value proposition when you’re creating it and publishing it on your website.
Elements of a Value Proposition
Your value proposition will most often appear on your website. While you can include it on marketing campaigns and brochures, the most visible place is your home page and, if you’d like, your product pages.
There are three main elements of a value proposition: the headline, the subheadline, and a visual element.
The headline of your value proposition describes the benefit the customer will receive as a result of making a purchase from your business. The headline can be creative and catchy, but it should be clear and concise, first and foremost.
Subheadline or Paragraph
The subheadline or paragraph should explain in detail what your company offers, who it serves, and why. In this section, you can elaborate on the information in the headline.
In some cases, a video, infographic, or image may convey your value proposition better than words alone can. Enhance your message with these visual elements to capture your audience’s attention.
To better visualize these tools, here are a couple templates to follow when formatting a value proposition.
Value Proposition Templates
We’ve crafted 15 templates to help you create an amazing value proposition for your brand — and pairing each of them with an example of how they may look for a real business. Click here to download these free value proposition templates for your business.
Now that we’ve reviewed the elements, visual tools, and templates — let’s look at some brand examples that effectively identify and satisfy its customer needs.
Value Proposition Examples
- HubSpot: An Easy-to-Use CRM
- FedEx: Manage Your Home Deliveries
- LG: State-of-the-art Living Experience
- Subaru: The most adventurous, most reliable, safest, best Subaru Outback ever
- Samsung: Get Ready to Unfold Your World
Because value propositions are typically internal information and rarely stated publicly, finding a value proposition example to model yours after can be difficult. We’ve taken the liberty of using the value proposition canvas and applying it to some successful companies that have been recognized by the American Customer Satisfaction Index (ASCI).
In these examples, you’ll see real-world instances of customer gains and pains aligned with well-known products and services offered by these companies.
1. HubSpot: “An easy-to-use CRM.”
Headline: “An easy-to-use CRM.”
Subheadline/Paragraph: “HubSpot’s CRM platform has all the tools and integrations you need for marketing, sales, content management, and customer service.”
Most companies can benefit from using a CRM — even freelance businesses and small family-owned firms. The problem is that most systems are over-complicated and cobbled together, not to mention expensive.
HubSpot’s value proposition aims to target active CRM users who are tired of handling over-complicated systems, and beginners who are intimidated by legacy options. To that end, the product’s value proposition emphasizes its ease-of-use and ability to synchronize different teams across the business. The brand includes an image of a smiling woman to show what it would be like to use the product in your team (hint: it’s so easy, it’ll make you smile).
HubSpot Value Proposition Canvas
- Customer Jobs: HubSpot customers need to effectively enable their sales teams to do their best work while avoiding complicated workflows.
- Gains: Customers want to increase their sales rep productivity levels and boost sales.
- Pains: There are plenty of CRM options, but they’re often overcomplicated and create silos.
- Gain Creators: The HubSpot CRM platform offers streamlined contact management software and productivity tools that will help sales teams do their best work.
- Pain Relievers: The user-friendly interface and unified platform offers ease-of-use and high visibility across systems.
- Products & Services: The HubSpot CRM platform includes Sales Hub, an enterprise-level sales software that’s simple yet powerful enough to cater to the needs of businesses small and large.
2. FedEx: “Manage your Home Deliveries”
Headline: “Manage Your Home Deliveries”
Subheadline/Paragraph: Sending and receiving packages is convenient and safe for individuals who want to ship ideas and innovations across the globe.
If you own a business, shipping and packaging prpoducts is likely a significant part of your operations, but it can be a time-consuming, labor-intensive, and plain inconvenient process. If you’re a consumer, you’ve likely experienced driving to a shipping office to get your package after a missed delivery. Both of these are significant pain points for FedEx’s target customers.
FedEx’s value proposition makes it clear that it will make managing your deliveries much, much easier — whether you’re a business or a consumer.
FedEx Value Proposition Canvas
- Customer Jobs: FedEx customers want to share ideas and innovations with other individuals by shipping goods around the world.
- Gains: Customers want a hassle-free way to return online orders and are looking for a safe and secure way to receive their packages.
- Pains: Returning a package at a FedEx shipping center can be inconvenient, and managing home deliveries can be a hassle.
- Gain Creators: Customers can drop off their FedEx packages at places they shop most like Walgreens or Dollar General, and have peace of mind knowing where their package is at all times.
- Pain Relievers: Thousands of FedEx drop-off locations across the country, receive notifications when a package is en route and inform the driver where to leave the package.
- Products & Services: FedEx Drop Box locations make returning packages convenient, and the FedEx Delivery Manager reroutes or reschedules deliveries to work with the customer’s schedule.
3. LG: “State-of-the-art Living Experience”
Headline: “State-of-the-art Living Experience”
Subheadline/Paragraph: LG SIGNATURE delivers an innovative product design that creates an exceptional living experience for people who want to achieve a state-of-the-art living experience.
The right home appliances can make your at-home experience easy and hassle-free — or it can quickly create headaches with low power efficiency and outdated features. In its value proposition, LG targets customers who are willing to spend just a little more on the right appliance in exchange for a comfortable, hassle-free, and luxurious experience.
Even the imagery helps you imagine what your life would be like after purchasing an LG appliance.
LG Value Proposition Canvas
- Customer Jobs: LG customers want simple, yet innovative technology that helps them achieve a state-of-the-art living experience.
- Gains: Customers have an intuitive and responsive experience with each appliance they interact with inside their homes.
- Pains: There are too many unnecessary buttons and features on appliances that get in the way of a simple living experience
- Gain Creators: Customers can use technology to enhance their home experience without needing to read a manual.
- Pain Relievers: LG offers a simple design that focuses on the user and their lifestyle.
- Products & Services: LG SIGNATURE delivers an innovative product design that creates an exceptional living experience.
4. Subaru: “The most adventurous, most reliable, safest, best Subaru Outback ever.”
Headline: “The most adventurous, most reliable, safest, best Subaru Outback ever.”
Subheadline/paragraph: The 2022 Subaru Outback takes drivers to the most adventurous places in style with the most advanced safety technology.
Subaru knows that its target audience uses its Outback SUVs for outdoor adventures. So in its value proposition, it makes it clear that the Outback will help its drivers go off the road safely and in style. Even more, it states as much right in the headline.
If I were a potential Subaru customer, I’d know exactly what I’m getting from that headline alone. That’s why it’s so important to think about your wording, because it’s likely the first thing potential buyers will see.
Subaru Value Proposition Canvas
- Customer Jobs: Subaru customers want to explore the world’s most adventurous places in a reliable and safe vehicle
- Gains: Customers want to explore the land in a stylish and spacious SUV and look for advanced technological elements in their vehicles that enhance performance and safety
- Pains: The safest vehicles are not the most visually appealing, and some SUVs aren’t equipped for all-weather or all-terrain environments
- Gain Creators: Subarus have a stylish exterior and interior with ample ground clearance that protects the vehicle against damage from the environment and advanced technology to reduce crashes and make long road trips safer.
- Pain Relievers: Subarus have a rugged blacked-out trim for style and protection, 9.5-inch ground clearance for better stability and performance, and driver-assist technology that helps drivers see better, prevent crashes, manage cruise control, and brake automatically in emergency situations.
- Products & Services: The 2022 Subaru Outback with standard eyesight assist technology, automatic pre-collision braking, adaptive cruise control, and lane-centering.
5. Samsung: “Get Ready to Unfold Your World”
Headline: “Get Ready to Unfold Your World”
Subheadline/paragraph: This is everything you’d want in a premium, durable, 5G smartphone. Then we made it unfold — revealing a massive screen so you can watch, work and play like never before.
In its value proposition, Samsung effectively targets its most tech-savvy segment by front-lining its most innovative design to date: a foldable phone that can double as a mini-tablet. Even more, it solves a common pain point for some customers: owning both a tablet and a mobile device can feel unnecessary, so why not get the best of both worlds?
Samsung’s value proposition for its foldable mobile device is smart, well-targeted, and visually stunning.
Samsung Value Proposition Canvas
- Customer Jobs: Samsung customers are tech-savvy and follow the latest trends, driven by efficiency and aspirational lifestyles.
- Gains: Customers want an all-in-one way to enjoy media, work productively, and have a fun experience all in the palm of their hands.
- Pains: Common smartphones have size limitations that strain entertainment viewing, gameplay, and work capabilities.
- Gain Creators: Samsung offers a unique and expansive design with capabilities beyond that of an average smartphone, offering the most advanced technology to help customers perform tasks to fulfill work and play.
- Pain Relievers: Samsung provides a smartphone that displays content in tablet-like viewing and displays up to three apps simultaneously.
- Products & Services:The Galaxy Z Fold3 5G folding 6.2-inch smartphone with dynamic AMOLED 2X screens, ultra-thin glass with S Penfold edition, and super-strong lightweight armor aluminum frame.
You’ve seen some brilliant value proposition examples, now let’s break down how to make your own.
How to Write a Value Proposition
- Identify your customer’s main problem.
- Identify all the benefits your product offers.
- Describe what makes these benefits valuable.
- Connect this value to your buyer’s problem.
- Differentiate yourself as the preferred provider of this value.
Step 1: Identify your customer’s main problem.
While this will require some upfront research, you can get a head start on this aspect of the value proposition by speaking with different members of your team. Customer service reps, marketing specialists, and salespeople can fill in the gaps about what problems your customers are looking to solve by using your product or service.
For example, let’s say your business sells tax software on a subscription basis and automated templates are included in the software package. Your ideal customer is looking for an affordable and user-friendly way to access complicated tax documents for their business. In this example, your business’s offerings could be the solution they need.
Step 2: Identify all the benefits your products offer.
This step can be as simple as listing out every product you sell and describing its primary benefit. The benefit should be concise and focused on a single customer need.
In our tax software example, you’d list each tax template, explain the benefit it provides, and why a customer would need it.
Step 3: Describe what makes these benefits valuable.
Next, add another sentence that explains why this benefit matters to the customer.
Using the same example above, the value would be that customers have affordable tax documentation at their fingertips — something that would normally cost them thousands of dollars.
Step 4: Connect this value to your buyer’s problem.
Next, pair the buyer’s problem to the elements that make your product or service valuable. Do they align? If so, you’re ready to refine your value proposition to differentiate your offerings from the competition. If they don’t align, repeat the steps above until you find a valid buyer need and a viable solution your business offers to meet that need.
There’re three templates we think do an excellent job of connecting value to buyer pain points:
Step 5: Differentiate yourself as the preferred provider of this value.
Finally, polish your value proposition to make it unique. Is there a specific customer service offering your business provides that others don’t? Do you offer any additional services that other companies charge for? These elements can help differentiate your value proposition from competitors while keeping the focus on the buyer’s needs.
Once you understand these steps, you can easily implement them into value proposition templates as follows.
Value Proposition Templates
Instead of focusing on the features themselves, Blank saw the need to emphasize the benefits derived from the features in a simple sentence. By following this formula you’ll connect the target market and their pain points to the solution:
“We help (X) do (Y) by doing (Z)”
Moore provides a template that’s more specific in identifying the industry categories alongside the benefits customers value. This makes a more clear value proposition formula as follows:
“For [target customer] who [needs or wants X], our [product/service] is [category of industry] that [benefits]”
Harvard Business School Method
According to HBS a value proposition is executed best when it answers the following questions:
What is my brand offering?
What job does the customer hire my brand to do?
What companies and products compete with my brand to do this job for the customer?
What sets my brand apart from competitors?
Now that we’ve gone through steps and templates to follow, there’s some tactics we think you should keep in mind.
Tactics to Develop an Effective Value Proposition
- Conduct research to determine the value proposition of your competitors.
- Explain the value of your products and services.
- Describe the benefits your ideal customer will experience when they choose your product or service over the competition.
- Develop a unique value proposition for each buyer persona you serve.
- Test your value proposition with your audience using various marketing channels.
1. Conduct research to determine the value proposition of your competitors.
Because your value proposition is the differentiating factor between your business and the competition, it’s important to research the propositions of your closest competitors. You can use the value proposition canvas in this post to determine how each company meets the needs of your buyer persona.
Be honest here — it’s tempting to focus on the areas in which your competition doesn’t excel, but you’ll have a better idea of where your product or service fits within the market if you key in on your competitors’ strengths.
2. Explain the value of your products and services.
You’re probably familiar with outlining the features and benefits of your product and service offerings. This tactic takes that concept a step further. By matching the benefits of your offerings to specific values that your customers have, you’ll be able to align what your business provides with what your customers need.
3. Describe the benefits your ideal customer will experience when they choose your product or service over the competition.
When crafting this part of your value proposition, include details about how your product or service will benefit the customer and use examples where you can. Videos, photos, and live demonstrations are all effective ways to illustrate your value proposition because they show the customer exactly what they can expect from your business.
4. Develop a unique value proposition for each buyer persona you serve.
Ideally, you’ll be focusing your marketing efforts on a specific target audience. You’ll also find that this audience will have different needs based on their buying behaviors. Buyer personas can help you segment your larger audience into groups of customers with similar desires, goals, pain points, and buying behaviors. As a result, you’ll need a unique value proposition for each persona. Different products and services you offer may solve certain customer pain points better than others, so developing a value proposition for each persona will better serve each one.
5. Test your value proposition with your audience using various marketing channels.
Each of these tactics will likely be developed internally by your team which means you’ll want to validate your work with your target audience. Your value proposition will be communicated through various marketing channels like your website, social media accounts, video, audio, and in person. Test your proposition with members of your audience (both existing customers and non-customers) using each of these channels. Tools like UserTesting can help you streamline this feedback process so that you can implement changes quickly to finalize your value proposition.
We know the makings of a value proposition, so how can you make it a good one? Here’s the last three tips we have for you.
What makes a good value proposition?
Your value proposition should aim to address a primary customer need. This limited focus helps keep your value proposition clear and easy to understand. With just one main idea to comprehend, your audience will be able to quickly decide whether or not your product or service will be the best solution for them.
Next, you’ll want to communicate the specific outcomes your customer can expect to receive from your product or service. Will they save time? Demonstrate how. Will their workflow become more manageable? Show a before and after workflow diagram. The specific outcomes will be critical components of your value proposition as they’ll exemplify exactly how your customers will use your solution to solve their problems.
Points of Differentiation
Not only are your potential customers evaluating your business’s offerings based on their own needs, but they’re also comparing what you offer against competitors. As a result, your value proposition will need to include detailed points of differentiation. These key points will help customers understand exactly what sets your company apart.
Compose a Remarkable Value Proposition
The factors that influence a potential customer to become a loyal customer are limited. Whether your industry has a lot of opportunities to differentiate (like retail) or virtually no unique identifiers (like dairy), you’ll find that a value proposition will help you understand your ideal customer and position your business as the best solution for their needs. Use the tactics, tips, framework, and examples in this post to craft your unique value proposition.
Editor’s note: This post was originally published in June 2018 and has been updated for comprehensiveness.
Five questions for our new CMO, Shafqat Islam
Alex Atzberger: Now that you’ve stepped into the CMO role, what are you looking forward to?
Shafqat Islam: It’s amazing to take on this role at both a category creator and leader. How many brands can be a leader in almost every category–think Experimentation and CMS–that we play in?
And we have so much to look forward to and build on. We have an exceptional team of marketing leaders and practitioners. They are fiercely intelligent, optimistic, and care deeply about what our products can *do* for our customers. Not just for the people who will encounter the marketing, retail, and product experiences that we support, but for the people who build them. As somebody who has both built products and been deeply immersed in marketing, I love the perspective that our team has.
Alex Atzberger: What makes Optimizely unique?
Shafqat Islam: First off, we’re category creators in experimentation and content management, both CMS and CMP. Marketers know this, and analysts know it, as something like 7 major analyst reports will tell you.
Martech is a crowded field, so it’s true that there are a lot of firms whose territory overlaps with some of ours. But show me another company that can handle the entire content lifecycle like we can. Or show me another company that can do both feature flagging and experimentation.
We also have a legendary legacy in the martech world. Before I joined, I knew that A/B testing and Optimizely were synonymous, and that the company’s roots go all the way back to the origins of the practice. And that’s something that is like common folklore in marketing and technology.
And more than anything, the 1500 people who work here are world-class.
Alex Atzberger: Being a CMO talking to other CMOs and marketing leaders is an advantage. You know the customer. But you’ve also built tech products. How does that affect your work now?
Shafqat Islam: I’ve spent the majority of my adult life building products for marketers. So I’ve been lucky to spend so much time talking to CMOs and marketers in almost every type of company all over the world. As the founder/CEO of Welcome, my approach was to solve marketer challenges by building products. But now as CMO, I get to use the products we build.
We’re practitioners of all of our own solutions, so in addition to the natural empathy I have for marketers, I am also close to the job’s unique challenges every day. There’s nothing like that to keep you sharp and keep you close to the customer.
As a product builder, I knew we must always speak to business outcomes. But as CMO, I love that we aren’t just talking about the solutions – we’re living them, too.
Because I was an entrepreneur for so long, I also bring another unique view – my willingness to take smart risks. I love to try things, even if (especially if?) the results are sometimes surprising. When it comes to experimentation, there are no failures, only learnings.
Alex Atzberger: What are the biggest challenges you’re hearing from our customers, current and future?
Shafqat Islam: Growth, especially given how tough it is out there for so many industries. The stakes are very high when it comes to creating experiences that will win and retain customers. That’s what all of our customers–especially the retail heavyweights-are thinking about.
And marketing and technology leaders need to do this with leaner budgets. Efficiency matters a lot right now, and that means not only reducing the costs you can see, like the price tag attached to software, but also the costs you can’t see right away, like how much time and money it takes to manage a set of solutions. With that said, in tough times, I think the strongest brands can not just survive but also thrive. I also think when others are fearful, that may be the time to invest aggressively.
And in the background of all this, there is still the ever-expanding list of customer touchpoints. This is simultaneously an exciting challenge for marketers and an exciting opportunity. More data means more effective storytelling– if you can use it right.
I also hear marketers when they say there’s a need for a shared space for collaboration among us. The role of the marketer is expansive, and it’s only getting more complicated. Building a community where we can come together and appreciate our shared goals is difficult, but I’m optimistic that we’re moving in the right direction.
Alex Atzberger: What is next in our space? What will marketing and technology leaders be talking about six months from now?
Shafqat Islam: Looking around now, it’s clear that 2023 will be the year that AI-generated content goes mainstream. We’re just starting to see the uses and the consequences of this. There’s already buzz about ChatGPT and its capabilities, and platforms are already making space to integrate AI functionality into their offerings. It could be an exciting way for users to become better equipped to create and share high-quality content.
Customers also have gotten very used to personalization. Every screen they see daily is personalized, whether it’s their Netflix account or social feeds. So, when I see a site that isn’t personalized, I kind of scratch my head and wonder, why? With personalization now the norm, expectations for digital creators are sky-high.
Read the official press release.
What to Consider When Choosing a Brand Ambassador for Your Social Media Campaign
Want to maximize the potential of your social media campaign? Then you must ensure to choose the right brand ambassador for the job. Having a good ambassador will increase your social media reach and boost sales. But, selecting the best ambassador can be tricky.
This guide will show you the key steps to consider when selecting the perfect brand ambassador for your social media campaign. From assessing their influence to ensuring their content matches your brand’s mission. This guide will give you the insights you need to make the right decision.
Understanding the role of a brand ambassador
A brand ambassador acts as a company representative, promoting the brand’s products to a specific audience. They are selected for their influence and ability to communicate the brand’s message. Their primary goal is to increase brand awareness and engagement with the audience.
To achieve this, an ambassador shares the brand’s message and builds connections with the target audience. They help to establish trust and credibility for the brand by personally endorsing it through their own experiences. Also, they provide valuable feedback to the company, allowing for product improvements.
Tips for choosing the right ambassador for your social media campaign
1) Assess the credibility and influence of potential ambassadors.
One of the first steps is to ensure they have a very active social media presence. Make sure they have many followers and a high engagement rate. Check the number of followers they have and the type of posts they share. This will give you a good idea of the content they generate and let you know if they are a good fit for your campaign.
Make sure their posts are relevant and appropriate for your brand. If their content is not a good fit, you may want to reconsider hiring them for your campaign. This is important if your brand has a particular message you wish to convey to your audience. If their content is not in line with your brand’s values, it could have a negative effect on your brand’s image.
2) Analyze the compatibility between the ambassador’s content and your brand’s mission.
It’s common to think that a famous ambassador would be a good fit for your campaign. But if their content is not in line with your brand, they are not an option. You may want to go further and check the interaction between their posts and followers. If the interaction is very high and followers actively participate, this is a good indicator of the quality of the ambassador. This will show how much impact the ambassador has among their followers. The interaction of the followers with the ambassador’s posts is important, as it is a good way for them to get to know your brand better.
3) Make sure the ambassador is present on the right social networks.
If your brand uses more than one type of social media, you should ensure the ambassador is present on them. You can choose an ambassador who is active on most of the major social networks. But, you must ensure they have an appropriate presence on each platform.
For example, it may not be a good idea to select an ambassador who is primarily active on Instagram for a Facebook-centric campaign. Remember that followers on each platform are different, and it’s important to reach your desired audience. If the ambassador you choose is present on the right social media platform, it will be easier for them to reach your audience.
4) Set expectations and establish the terms of the partnership.
Once you have selected an ambassador and they have agreed to collaborate with your brand, set the terms of the collaboration. Set clear expectations and tell the ambassador precisely what you want them to do. This includes specifying the type of content that should be posted. It is also important to outline the kind of connection that should be fostered between their followers and your company.
Also, be sure to establish payment terms and any other essential partnership details. For example, if you want the ambassador to promote your brand at a specific event, let them know so they can prepare.
5) Consider brand ambassadors who have experience participating in events.
A brand ambassador with experience working at events and comfortable interacting with customers can be a valuable asset to your campaign. They will be able to promote your brand and products at events and help to build a positive image for your company.
Find a brand ambassador who is professional and comfortable in a high-energy environment. This will ensure they can effectively represent your brand and engage with customers at events. Hire an event staffing agency to ensure the event runs smoothly and let brand ambassadors focus on promoting the brand and connecting with the audience.
6) Complete the selection and onboarding process
Make sure you select an available ambassador with the right skills for your campaign. Verify that the ambassador’s availability matches your campaign schedule.
It’s a good idea to start interacting with the ambassador on social media. It will help you establish a strong relationship, making promoting your brand more accessible. Show the audience that they have rallied behind your brand and thank them for their support.
7) Follow-up and evaluation of the ambassador’s success
Once the campaign is over, follow up with the ambassador to test its success. Ask the ambassador if your promotion has been effective and get their feedback on the campaign. This is an excellent way to improve your campaign the next time you run it. It will also help you identify areas where you can improve your social media strategy.
You can test the success of your social media campaign by looking at three main factors: reach, engagement, and conversions. By considering these factors, you can determine the success of your social media campaign. Also, you can identify any areas that need improvement.
Brands use brand ambassadors to increase engagement and sales of their products. An ambassador has a large following and regularly interacts with your audience. When selecting an ambassador, consider factors such as their social media presence and the ability to communicate your brand’s message. Taking the time to choose the proper brand ambassador will ensure the success of your social media campaign.
Content Operations Framework: How To Build One
More and more marketers of all ilk – inbound, outbound, social, digital, content, brand – are asked to add content operations to their list of responsibilities.
You must get your arms around:
- Who is involved (and, I mean, every who) in content creation
- How content is created
- What content is created by whom
- Where content is conceived, created, and stored
- When and how long it takes for content to happen
- Why content is created (the driving forces behind content creation)
- What kinds of content does the audience want
- How to build a framework to bring order and structure to all of this
The evolving expectations mean content marketers can no longer focus only on the output of their efforts. They must now also consider, construct, implement, and administer the framework for content operations within their organizations.
What exactly are content operations?
Content operations are the big-picture view of everything content-related within your organization, from strategy to creation, governance to effectiveness measurement, and ideation to content management. All too frequently at the companies – large and small – we consult with at The Content Advisory, content operations are left to evolve/happen in an organic fashion.
Teams say formal content operations aren’t necessary because “things are working just fine.”
Translation: Nobody wants the task of getting everyone aligned. No one wants to deal with multiple teams’ rationale for why the way they do things is the right/best/only way to do it. So, content teams just go on saying everything is fine.
News flash – it’s not.
It’s not just about who does what when with content.
Done right, content operations enable efficacy and efficiency of processes, people, technologies, and cost. Content ops are essential for strategic planning, creation, management, and analysis for all content types across all channels (paid, earned, owned) and across the enterprise from ideation to archive.
A formal, documented, enforced content operation framework powers and empowers a brand’s ability to deliver the best possible customer experiences throughout the audiences’ journeys.
It doesn’t have to be as daunting as it sounds.
What holds many content, administrative, and marketing teams back from embracing a formal content operations strategy and framework is one of the biggest, most challenging questions for anything new: “Where do we start?”
Here’s some help in high-level, easy-to-follow steps.
1. Articulate the purpose of content
Purpose is why the team does what it does. It’s the raison d’etre and inspiration for everything that follows. In terms of content, it drives all content efforts and should be the first question asked every time content is created or updated. Think of it as the guiding star for all content efforts.
In Start With Why, author Simon Sinek says it succinctly: “All organizations start with WHY, but only the great ones keep their WHY clear year after year.”
2. Define the content mission
Once the purpose of the teams’ content efforts is clear (and approved), it’s time to define your content mission. Is your content’s mission to attract recruits? Build brand advocacy? Deepen relationships with customers? Do you have buy-in from the organization, particularly the C-suite? This is not about identifying what assets will be created.
Can you talk about your mission with clarity? Have you created a unique voice or value proposition? Does it align with or directly support a higher, corporate-level objective and/or message? Hint: It should.
Answering all those questions solidifies your content mission.
The marketer’s field manual to content operations
A hands-on primer for marketers to upgrade their content production process – by completing a self-audit and following our step-by-step best practices. Get the e-book.
3. Set and monitor a few core objectives and key results
Once your content mission is in place, it is time to set out how to determine success.
Content assets are called assets for a reason; they possess real value and contribute to the profitability of your business. Accordingly, you need to measure their efficacy. One of the best ways is to set OKRs – objectives and key results. OKRs are an effective goal-setting and leadership tool for communicating objectives and milestones to achieve them.
OKRs typically identify the objective – an overall business goal to achieve – and three to five key quantifiable, objective, measurable outcomes. Finally, establish checkpoints to ensure the ultimate objective is reached.
Let’s say you set an objective to implement an enterprise content calendar and collaboration tool. Key results to track might include:
- Documenting user and technical requirements
- Researching, demonstrating, and selecting a tool
- Implementing and rolling out the tool.
You would keep tabs on elements/initiatives, such as securing budget and approvals, defining requirements, working through procurement, and so on.
One more thing: Make sure OKRs are verifiable by defining the source and metric that will provide the quantifiable, measurable result.
4. Organize your content operations team
With the OKRs set, you need people to get the work done. What does the structure look like? Who reports to whom?
Will you use a centralized command-and-control approach, a decentralized but-supported structure, or something in between? The team structure and organization must work within the construct and culture of the larger organization.
Here’s a sample organizational chart we at TCA developed for a Fortune 50 firm. At the top is the content function before it diverges into two paths – one for brand communications and one for a content center of excellence.
Under brand communications is each brand or line of business followed by these jointly connected teams: content – marcom, social/digital content development and management, center of excellence content – creative leader, center of excellence PR/media relations, customer relationship management, and social advertising.
Under the content center of excellence is the director of content strategy, manager of content traffic, projects, and planning, digital asset operations manager, audience manager, social channel and content specialist, creative manager, content performance and agility specialist, and program specialist.
5. Formalize a governance model
No matter how the operational framework is built, you need a governance model. Governance ensures your content operations follow agreed-upon goals, objectives, and standards.
Get a senior-management advocate – ideally someone from the C-suite – to preside over setting up your governance structure. That’s the only way to get recognition and budget.
To stay connected to the organization and its content needs, you should have an editorial advisory group – also called an editorial board, content committee, or keeper of the content keys. This group should include representatives from all the functional groups in the business that use the content as well as those intricately involved in delivering the content. The group should provide input and oversight and act as touchpoints to the rest of the organization.
Pointing to Simon Sinek again for wisdom here: “Passion alone can’t cut it. For passion to survive, it needs structure. A why without how has little probability of success.”
6. Create efficient processes and workflows
Adherence to the governance model requires a line of sight into all content processes.
How is content generated from start to finish? You may find 27 ways of doing it today. Ideally, your goal would be to have the majority (70% or more) of your content – infographic, advertisement, speech for the CEO, etc. – created the same or in a similar way.
You may need to do some leg work to understand how many ways content is created and published today, including:
- Who is involved (internal and external resources)
- How progress is tracked
- Who the doers and approvers are
- What happens to the content after it’s completed
Once documented, you can streamline and align these processes into a core workflow, with allowances for outlier and ad-hoc content needs and requests.
This example of a simple approval process for social content (developed for a global, multi-brand CPG company) includes three tiers. The first tier covers the process for a social content request. Tier two shows the process for producing and scheduling the content, and tier three shows the storage and success measurement for that content:
7. Deploy the best-fit technology stack
How many tools are you using? Many organizations grow through acquisitions, so they inherit duplicate or overlapping functionality within their content stacks. There might be two or three content management systems (CMS) and several marketing automation platforms.
Do a technology audit, eliminate redundancies, and simplify where possible. Use the inherent capabilities within the content stack to automate where you can. For example, if you run a campaign on the first Monday of every month, deploy technology to automate that process.
The technology to support your content operations framework doesn’t have to be fancy. An Excel spreadsheet is an acceptable starting place and can be one of your most important tools.
The goal is to simplify how content happens. What that looks like can vary greatly between organizations or even between teams within an organization.
Adopting a robust content operations framework requires cultural, technological, and organizational changes. It requires sponsorship from the very top of the organization and adherence to corporate goals at all levels of the organization.
None of it is easy – but the payoff is more than worth it.
Updated from a November 2021 post.
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