Regardless of one’s target market, successful businesses all have one thing in common: a clearly defined value proposition.
When consumers shop for new products or services, they are looking for solutions to their problems, answers to their questions, and satisfaction of their desires. Before they make a purchase, you need to convince them you can do all three.
In basic terms, think of your value proposition as an expression of value from the customer's point of view. Effective branding campaigns revolve around highlighting the value, purpose, and quality of a company's products, and why purchasing them will add benefit and ease to the lives and business operations of potential customers.
If your offerings are too broad or you aren't able to effectively communicate just why clients should choose your products or services over that of your competitors, chances are business will stagnate. Be sure to clearly outline the benefits and advantages of each of your products specific to particular customer concerns and/or projects.
When defining a bold value proposition for your building materials company, here are some questions to ask and practices to follow for the best results.
What makes you unique?
There's no shortage of building materials of any kind out there, so creating a unique brand vision sets you apart.
Think in terms of overall company message first, such as the lifestyle, niche, and needs of the customers and industries you want to target. Are they homeowners? Retail or office space developers? What's the typical budget they are working with? What problems or inefficiencies do they have within their current situation?
Create your marketing content with this target audience in mind.
What makes your products better?
Check in with the products you have on offer. What cutting-edge solutions can you provide customers with that no one else can? Give them fixes to problems they haven't even figured out they have yet.
Is there something special about the materials you use? Perhaps they are crafted using a certain technique or have particular benefits in comparison to more commonly marketed products. If you sell high-end materials, make it a point to explain why they're worth the extra money.
Share useful content
If you have a clear vision of who will benefit most from your services, the problems they face, and how you can make their lives better, you will be able to better market yourself as a top supplier in your industry.
Ideally, you want clients to find you using inbound techniques such as content marketing and web traffic conversions in addition to other traditional marketing tactics. The idea here is that the leads come to you with established needs or questions, meaning you already know they are in the market for your services. Even better, you know they have a problem you can solve.
When these quality leads seek out building-related content such as how-to posts, step-by-step installation videos, or product research, you want to pop up high in the search results. Providing your potential consumers with helpful content not only drives traffic, it also raises brand awareness, instills trusts, and opens up a dialogue in which you are positioned as the expert.
Don't forget to highlight customer service
It's not just high-quality materials that customers are looking for. They also want to know they can count on you to be consistent and flexible when necessary and available when they need your help.
Find ways to develop and highlight your company's outstanding customer service, as well as your consistency and flexibility by showing clients that you're adaptable and willing to go the extra mile for them, especially in areas where your competitors have proven to fall short.
