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5 Great Value Proposition Examples & Why They Work

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5 Great Value Proposition Examples & Why They Work

“Find a need and fill it.”

This quote is widely attributed to Henry J. Kaiser, the son of German immigrants who became the millionaire head of a vast industrial empire.

It’s also probably the simplest, clearest explanation of a value proposition, finding where the need is and then addressing it.

Arguably the most important part of any business’s marketing messaging, many business owners and marketers struggle to define their value proposition.

Instead of simply and clearly defining why they’re in business, they obfuscate through corporate jargon, buzzwords, and empty slogans. Or they don’t have one at all, at least not one they have defined.

If this sounds like you, there’s good news: You’re probably vastly overcomplicating things.

To help you shape yours, this piece will take a close look at five great value propositions and explain why they work. Ready to get started?

What Is A Value Proposition?

Just in case you still don’t understand or we haven’t been 100% clear, let’s define what a value proposition is.

Value props, as they’re sometimes colloquially known, are a business’s answer to a simple question: Why should a potential customer buy from you and not your competitor?

But before you go off on some wild brand story about features, cost and ROI, keep these three things in mind – a great value proposition is:

  • Simple for a person to understand.
  • Unique.
  • Measurable.

It’s a promise by your company to your customers or target audience about what you do and why you exist.

It should also be the foundation for every piece of your marketing copy. Every banner ad, section of website copy, or television commercial should come back to this main idea about why you’re in business in the first place.

If you don’t have one in mind when you begin to draft content, you’re basically trying to steer a boat without a paddle.

An effective value proposition directly communicates with your customers and simplistically tells them why your company, service, or product stands out amongst competitors and why it is the best solution to their problem. It’s to the point and explains why you are the ideal choice for them.

The time you spend creating a strong value proposition is nothing compared to the advantages it will give you. By creating an effective, unique value proposition, you can potentially:

  • Attract more engagement from more customers.
  • Increase conversions.
  • Stand out from your competition.
  • Increase customer loyalty.
  • Draw influencers to your brand.

As such a vital part of marketing messaging, it’s somewhat surprising that so many businesses don’t prioritize a strong value prop.

Instead of clearly defining their raison d’etre, they try to replace it with random discounts and pre-mature loyalty programs or by tossing money at disorganized marketing campaigns that ultimately fail to tell the customer the value the company brings.

They also commonly misinterpret what a value proposition is exactly. Many brands push one thing, and one thing only: their brand.

A value proposition should be focused on the people you’re trying to reach – not the company.

Another common mistake is creating a generic message that doesn’t engage the target audience or explain how the business can help.

This type of messaging may include empty statements like “local favorite,” “best quality,” and others that are not specifically tailored to an audience.

Instead of taking a shortcut and writing a meaningless statement, it’s worth taking the time to craft a strong yet simplistically clear value proposition. This will make it easier and more cost-effective to attract and keep the customers you want coming back.

So, now that we know what a value proposition is and what it isn’t, let’s take a look at some brands that have nailed it.

1. Trello

Screenshot from Trello.com, May 2022trello

What they sell: A visual tool for managing projects, workflows, and tasks.

How it’s helpful: It streamlines project organization for multiple parties within a company, helping everyone track benchmarks and stay on the same page.

How it stands out from competitors: Trello quickly organizes tasks and deadlines into an easy-to-understand visual card format. Plus, the base version is free and shareable with anyone within an organization.

Is their proposition communicated simplistically? Yes, it is easy for people to understand right off the bat. The subhead addresses doing away with outdated project management practices that can oftentimes be a headache. This tells customers how directly Trello will make their lives easier while implying it will save time for their entire team.

2. Stitch Fix

stitch fixScreenshot from StitchFix.com, May 2022stitch fix

What they sell: Personal wardrobe styling services.

How it’s helpful: Stylists help busy people find clothing that fits their personal style and ship it directly to them.

How it stands out from competitors: Stich Fix offers quick, customizable, unique clothing picked out and sent to a person by stylists.

Is the proposition communicated simplistically? Yes, their messaging proclaims that they not only offer personal styling, but they offer it to individuals of all different shapes and style preferences. This casts a wide net for their target audience and invites people of all types to use the service.

3. Evernote

EvernoteScreenshot from Evernote.com, May 2022Evernote

What they sell: Software for task lists and note-taking.

How it’s helpful: Evernote helps users easily organize and share notes and tasks across notepads, devices, locations, etc.

How it stands out from competitors: It has major capabilities that allow a user to feel organized with a sophisticated notepad with cloud-based capabilities, so nothing gets lost.

Is the proposition communicated simplistically? Yes, the proposition addresses the user’s pain points directly – a lack of organization or the need for a better tool to help them get organized. It specifically states what the tool can be used for, i.e., to stay on top of tasks, avoid headaches, take notes and prevent things from falling through the cracks.

4. HotJar

hotjarScreenshot from HotJar.com, May 2022hotjar

What they sell: Heat mapping and behavior tracking software.

How it’s helpful: HotJar assists marketers and others in related fields, including project management and web development, in understanding how users interact with a website.

How it stands out from competitors: This product offers a unique mix of heat mapping, video recordings, and reports, allowing users to analyze user behavior on a website, as well as conduct user surveys and polls.

Is the proposition communicated simplistically? Yes, visitors are told exactly what the tool does right from the get-go: heat mapping, visitor session recording, user surveys, and polls. It also calls out GDPR compliance and shows that multiple team members can use the tool to make insights.

5. Freshly

 

freshlyScreenshot from Freshly.com, May 2022freshly

What they sell: Prepared meal kits.

How it’s helpful: Freshly cooks and delivers meals; customers only have to heat them up.

How it stands out from competitors: People can choose from a range of more than 30 meals made from natural ingredients and delivered right to their door. There is also an opt-out option and the possibility to cancel specific weeks or at any time in general instead of being locked in for months.

Is the proposition communicated simplistically? Yes, it is communicated simply and clearly with helpful visuals and icons that outline the process of using the service.

Nail Your Brand’s Value Proposition

If you want to convert a customer and maintain their loyalty, it’s imperative to nail a unique value proposition.

There are a few steps to take when starting the brainstorming and research process for the perfect value proposition for your brand:

Research Your Audience

  • What do they do for a living?
  • Where do they live?
  • What do they search for?
  • What are their common pain points?

Create A Buyer Persona

After extensive research has been conducted on your target audience, analyze the data and look for:

  • Repeated pain points.
  • Specific language that a buyer may use.
  • What industry do they work in?

Do Some Competitive Research

After researching your target audience, you may find that they already use a product or service similar to the one your company is trying to market to them.

Research those competitors and find the key differences in your offerings and identify the advantage(s) your product or service can provide that separate you from them.

Finding the primary benefit of your product or service is pivotal to differentiating your company from others.

You Take It From Here

For something that seems so simple (did you not how many times we used the word “simplistically?”), landing on the perfect value prop for your business is not nearly as easy as you might think.

It takes work to find the right value proposition. You have to perform research, brainstorm ideas, and discover what differentiates your business.

And then, once you’ve done all that, you have to distill it all down to as few words as possible and implement it throughout your marketing. But it’s worth every second and every drop of sweat. 

On the other hand, it’s easy to create a bad value prop, one that lacks clarity and doesn’t convince customers of its value or that of your products and/or services.

But with this, you run the risk of it failing, which likely means a loss of profitability, cut-off access to some or all of your customers, and in the worst case, your company going out of business. 

Put in the work now to clearly and strongly define why you’re in business and what your value is. Your bottom line will thank you.  

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Featured Image: Rawpixel.com/Shutterstock

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Gen Z Ditches Google, Turns To Reddit For Product Searches

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In this photo illustration, the Reddit logo is displayed on a smartphone screen.

A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.

The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.

Here’s an overview of key findings and the implications for marketers.

Decline In Traditional Search

The study found that Gen Z uses search engines to find new brands and products less often.

That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.

There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.

Because of this, traditional SEO strategies might not work well for reaching younger customers.

Takeaway

Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.

Rise Of Social Media Discovery

Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Gen Z is increasingly using social media to find new brands and products.

The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.

This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.

1719123963 547 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.

Takeaway

To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:

  1. Ensure that your content appears more often in social media feeds.
  2. Create posts people want to share and interact with.

Trust Issues With Influencer Marketing

Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.

These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.

Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.

Takeaway

Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.

Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.

Challenges With Current Search Experiences

The research shows that many people are unhappy with how search engines work right now.

More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.

Gen Z is particularly bothered by inaccurate information and unreliable reviews.

1719123963 785 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Takeaway

Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.

This can help build brand credibility, leading to more direct visits.

Reddit: A Trusted Alternative

The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.

1719123963 403 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.

It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.

Takeaway

Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.

That could include Reddit or any other forum.

Why SEJ Cares

As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.

Here’s what to remember:

  • Traditional search engine use is declining among Gen Z.
  • Social media is increasingly vital for product discovery.
  • There’s growing skepticism towards influencer marketing.
  • Current search experiences often fail to meet user expectations.
  • Community-based platforms like Reddit are gaining trust.

Featured Image: rafapress/Shutterstock

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

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What Is It & How To Write It

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What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:

”The
”Google
”List
”Screaming

Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report
”google
”seo
”seo

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.

FAQ

What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

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