Have you been running Facebook/Google ads to promote your services? Is it working for you? If you’re reading this then there’s a chance that your marketing methods have probably not worked the way they should and you’re looking for a solution. A solution that can keep you away from running out of business currently and in the coming future.
This article is handy for entrepreneurs, small business owners, and e-commerce owners looking forward to building a customer base and making sales online.
Why did your marketing methods fail?
You might be wondering the same. What have I done wrong that it’s not working? Why am I not getting as many results as I expected? What has possibly gone wrong? All my ad assets, landing pages, checkout pages, etc were made fantastically then what has gone wrong?
There might be many reasons, one of them could be that you’re probably tapping into the wrong audience or the audience where there’s too much competition.
Other reasons might be that you’re not reaching the audience at the right time and they probably don’t want to buy at that moment. Also, they just saw your business for the first time, so obviously, they don’t trust you. Why would they?
How to build trust in your target audience?
Most of the time, people just put an advertisement promoting their products and when anybody opens that, it’ll directly take them to the buying link.
This is such a cliche way of marketing that even the person searching for the products that you’re offering, will probably not buy them.
The top reason is that you are new to them and they don’t trust you that much.
Then how can we build trust?
Through content, of course!
Content is the #1 factor that can completely change your marketing efforts and boost your sales.
Through content, your target audience knows you better, knows your product better, learns their benefits and knows your credibility.
You’re simply talking to them through content.
But how to convey that? Let’s find out.
How to strategise your content for low-to-medium ticket products/services
If you’re selling a low-to-medium ticket product or service, you might not need to assist your audience 1-to-1 to complete the transaction. In that case, you can simply format your content as follows:
- Short description proving tiny bits of information like features about your product
- A long description discussing all the ins and outs of your products, including their benefits, their size/weight/any variable, their usage instructions, their care instructions, etc.
- A call to action button to add to the cart
- Customer Reviews supporting your product
Depending on your website’s design, these items’ placement might vary. But these contents are a must-have in your product landing page to help your audience know your product very well before buying and lessen the research time that they would spend elsewhere, where they might complete their transaction.
It will give you a better chance of retaining your website’s traffic and getting more sales as they get the most answers that they were searching for.
How to strategise your content for high-ticket products/services
For high-ticket products/services, it might not be a good idea to directly sell your services on a single landing page just like the ones that we previously saw. It is not easy to sell your high-ticket product/service in a single go as people hesitate to just pay upfront that much money to somebody they don’t even know.
And so does the marketing method should be. You need to create a customer journey for your target audience which turns them from complete strangers to high-paying clients.
The customer journey is basically a process of nurturing your target audience and providing them value from the ad itself to the point of sale and further staying in touch to give them a sense of connection and trust.
We call the process Value-Based Marketing.
What is Value-Based Marketing?
The whole premise of value-based marketing is to leave your prospects better than when you found them and make sure that even your ads provide them value in themselves.
First of all, you need to understand that people are not surfing social media or blogs to buy something. They are just there to consume content.
If you are planning to sell them products, only 1% of them who really need your product/service urgently will go ahead and make a purchase.
That means you’re losing 99% of your targeted audience just because you’re trying to sell them directly without any prior introduction.
Also, in this 1% audience, almost all of your competitors are trying to target, which means even lesser chances for you.
So why just target that 1% when you can eventually target all the 100%?
This method works very well for high-ticket businesses, but also works great for low-to-medium ticket businesses as well, as you can create a Tribe that will follow your business updates and be connected, instead of tapping into a new target audience each time.
The working of Value-based marketing
Value-based marketing methods work on a funnel-based system in which the wider part of your funnel is capturing new audiences through Attention to your advertisement and getting Interest in the incentive you provide to them in exchange for their contact information. They then go through a series of nurturing processes, in which you provide them valuable content, let them know the benefit of your product/services, etc which eventually creates Desire and later on you provide them with a compelling offer which makes the take Action.
This basically follows the AIDA formula in marketing to capture sales.
When value-based marketing methods are put in place through a process of constant A/B tests on ads, sequences, content, incentives and titles and the final result is formed, it works as a machine in which you put $1 and take out $xx.
Simply put, you form a money-making automated machine.
What are the benefits of Value-based Marketing Methods?
There are many benefits of value-based marketing, some of which are:
It literally floods your business with prospects
In value-based marketing, you are not directly promoting your business, rather you’re providing them with the value they craved and scratching their pain points. It can be content, or a free product, either way, they see it as a solution for which they don’t need to spend money right away, so most of the interested people will happily opt-in in exchange for the incentive.
This means you can easily expect at least 5X the number of prospects as compared to your service-based marketing.
Saves you a lot of effort and time
A lot of parts of value-based marketing run on automation, which means once it is running, you don’t need to work on it to manually kickstart it to attract prospects. Everything will run on itself giving you the ability to pitch sales to thousands of people each day instead of you calling prospects personally.
This in turn saves you the hassle of hiring more people for your sales calling team and the time and effort being used in the manual work.
Helps you build a community of a targeted audience
When you keep running the value-based marketing campaign, you will eventually form a community out of the audiences you targeted for your campaign. This results in forming a community that is interested in the products/services that you offer and will often engage with the content or offer that you’ll provide.
You’ll build a fan base that interacts with you on email, social media, blogs, WhatsApp groups, Telegram, or any place you have a business presence.
This is huge for a business because it makes running things like audience research, market research, product surveys and polls a breeze and also makes sure your marketing efforts are being heard by people.
It’s not easy to make people trust you, especially when you’re a business. They are always sceptical about making deal with you and have in mind that you’ll do something bad to them. It is also because people are deceived by many phoney businesses earlier and don’t want that to happen again.
Having a regular connection and giving value with this marketing method, even when there’s no exchange of currency involved makes people know that you are a legit business that cares about what people want.
This eventually makes people trust you more than your competitors because you were the one nurturing them when they needed information and provided a path to the desired solution.
Grow your online presence simultaneously
Most often, businesses take different digital marketing services for different purposes such as social media marketing to promote page followers, post likes, or promote their website and articles to get more engagement rates.
But when you are running value-based marketing, you don’t need to promote them separately.
You can rather promote them to your already formed community which is a byproduct of this marketing method.
This helps you get engagement without wasting money on ads that don’t bring business and get instant audience engagement as soon as you publish content.
Grows word-of-mouth promotion
When you are providing people value on a regular basis and they get benefitted from it, they will tend to talk about you in front of their friends and family. This helps your business get a good impression around people and it may happen that someone needs the services you provide and contact you for it after getting referred by someone from your community.
This makes word-of-mouth promotion more strong for your business as not only your customers are referring you but also your community members who are not yet your customers also become your affiliates.
A platform to showcase your credibility and recent projects
You can showcase your achievements, your work history, and your recent projects from time to time for your audience to let them know the works that you have done and is capable to do.
This helps you build credibility amongst your audience and lets them know that other people with similar problems are trusting you and coming to you for solutions, along with the perfect solution that you’re providing to them.
A channel to get a constant flow of sales
As a result of your constant running of lead-capturing ads and customer journey, you will be constantly getting hot leads that are ready to buy and transact.
In this way, you will be getting a constant flow of sales and all you need to do is tweak your investment in accordance with what increase in results you want.
You need to hunt for prospects that will come to an end and your business will not be just for the sake of survival.
What are the services needed in Value-Based Marketing Methods?
Value-based marketing uses right about all the digital marketing methods and creates a digital marketing system for your business.
All your digital assets, including your website, your blogs, your social media, and your landing pages play an important role in this marketing method.
These are the services that will come into play when you run value-based marketing:
Online Asset Management
You might already have a website or social media channels, but it is not always possible that you have content that is interactive and grabs attention.
Also, the flow of content has to be in order because people might not buy your product or sign up for your marketing campaign if they don’t have much information about what you’re offering. And your content should grab the attention overall, from top to bottom.
Having online asset managed means all your online assets are at par with what the audience wants, and also makes sure that you catch enough eyes.
This might mean that you may need to change your website’s design, or content, or structure depending on what needs to be updated.
Also, there should be A/B tests around all your content, analyse the data and amend whatever is working the best.
Trust me, your content will suck…. if you’re not able to make a connection with your audience with your writing.
Nobody will read what you have written if it is written like a history book. (lol)
You need to be interactive but also informative at the same time so that people don’t get bored while reading your content.
There needs to be a target audience perfectly defined to whom that content will perfectly go for.
Also, the headline needs to be something that turns their heads and literally forces them to open and see what you got.
You can use Power Words to attach an emotional trigger to your headlines and content.
If you’re able to do the same, you can easily target and capture your target audience without doing any extra effort.
Email marketing will be the place where you will be capturing all your leads and nurturing them from time to time.
Do you know? Email marketing has over 20% average open rates which are second to SMS Marketing. It is widely used as one of the best ways to connect with audiences as you will only need to capture your audience once and you can keep contacting them as long as they’re subscribed.
Email marketing is a marketing method which can guarantee success unless you’re not spamming people unnecessarily.
People love to receive the information they wanted or are interested to know from time to time.
It might not seem a big deal, but personalization can greatly impact the performance of your marketing campaigns.
Imagine reading a message for some brand that feels it is made specifically for you. Wouldn’t you feel naturally attracted to knowing more about what they are offering?
Obviously, you will!
People do give special attention to something that feels like it is specifically made for them and not for the general set of the public.
Imagine sending the same sales message to a teenager and an elderly businessman. Would pinching them the same sales message help you much? no!
The needs of people and the way they use your products change depending on several factors like age, gender, designation, place, etc.
Through personalisation, you will be able to achieve those if you have defined target audiences.
It is not always a good idea to just advertise anywhere or practice marketing methods by seeing everyone doing it.
You must first analyse where your target audience is hanging out more often.
If they are looking for more answers on Google or searching the product to directly buy them more often, then advertising there will be beneficial.
Or if your target audience uses more social media and is not much aware of their problem, then social media advertising like FB/Instagram ads will be a better option.
It also depends on if your service/product needs a customer journey or if it can be sold at your first contact with your target audience. Also, your product’s demand plays an important role.
Finally, the service holds all the other components of your marketing method together. Automation makes sure that most of your work is done without any human interaction and can do personalisation, segment the audience, decide the interest level of your audience, and send them messages on a defined interval of time.
It can also make sure that your customer makes the payment and can be onboarded automatically, and helps them with the next processes.
There’s no limit on how much it can make your business easier, and depending upon the type of business, it may eliminate the need for in-person interaction with your prospects and customers.
Automation is the best part about value-based marketing and a lot of our clients say that they feel the weight of selling their products released and are now able to work on creating and improving their products and services with ease.
Can Value-Based Marketing be implemented in the low-to-medium ticket business?
If you are running a business that sells items that don’t cost much, or maybe not that much that it needs a 1-to-1 interaction with each of your prospects, you might be wondering,
Why should I implement Value-based Marketing for my business?
How should I implement Value-based Marketing for my business?
It might be the cost, or being sceptical about if it will work, that is probably stopping you from going forward.
In that case, you can do a partial value-based marketing first, for a couple of months, to check if it will work in your case.
You can start by running an advertisement on your sales page with a way to capture your audience’s and customers’ contact details.
If you feel that you’re getting enough responses on your existing campaign, you can eventually add more services one at a time depending on your previous campaign success.
This can drastically cut costs for you and will be helpful to start with a low budget and as you make sales, invest more in it.
It will also make sure you spend while you’re earning enough so that you don’t exhaust your business’s funding trying different stuff that might be just for testing purposes.
What can you expect if you get Value-Based Marketing service from Kartafol?
At Kartafol, are will be transparent about the process that goes into Value-Based Marketing and will not stop working on your project until you get good leads and in the end, sales. Our top priority is designing a well-tested system for you that works excellently.
We use creative methods that just snatch users’ attention from doing whatever they were to just paying attention to whatever you are providing through our advanced marketing methods using attention-grabbing headlines, choosing the right incentive to come to our funnel, nurturing process and creating a jaw-dropping offer for you.
The methods that we use ensure that your business gets flooded by prospects and they trust you and see you as an authority even before making a transaction with you.
On top of that, we guarantee your services for 90 days in what we’ve done for you doesn’t give you the results as you expected, you’ll get a 50% refund along with all the work we’ve done for you so far.
Our costs are also very competitive and will make sure it does give you a good ROI.
If you want to know more, you can book a meeting with us and we can present you what marketing methods in value-based marketing you can use to increase your sales and revenue.