Your Value Proposition Matters Most

How do you rise above the clutter of all the online content out there? Simple – maintain a laser focus on your value proposition. Know what makes your brand different from the rest. All your messaging and branding needs to come from the value proposition.

Defining Your Value Proposition

To get to your value proposition, first identify the benefits your product or service offers. What makes these benefits valuable to your customer? What makes your product or service the best fit for your customer?

Connect your value to your customer’s problem or need. Your value proposition is what makes you the best choice to meet that need.

Provide Content that Illustrates Your Value

Your online content should illustrate and support your value. Do that in stories, testimonials, how-to’s, infographics, and more. All of your content should support your value proposition.

Use these approaches to illustrate your value:

  • Address common questions on your website and in social posts
  • Share testimonials
  • Write blog posts
  • Attend and/or present at events
  • Share independent articles and other content, along with your take from your unique value
  • Create illustrating videos
  • Compose infographics
  • Develop memes

Your Focus Creates Clarity

Your clear and consistent focus on your value proposition creates clarity for current and potential customers. It makes your value clear. Now your content rises above the clutter and contributes to lead generation and business development. Win!

 

How to Structure Your Website for SEO

Site structure is an essential aspect of search engine optimization (SEO). The structure of your website shows Google and other search engines what articles and pages are most important. It also signals what your business is about and therefore which searches you should rank for.

Site structure also helps your users navigate your site. Especially when you have a lot of content, it’s important to keep an eye on the structure so that your most important content remains easy to find and access.

Keep the Most Important Front and Center

Your most important content should be the featured, easy to find content at your site. Even if this content is older than other information, make sure it does not lose prominence.

As you add new content, be sure to link to this foundational content. The more links that point to content, the more highly it is ranked by search and more likely users will access it.

Content that has one or a few internal links is harder for search engines to find. Therefore, Google will regard these articles as less important, and rank them accordingly.

Be Intentional About Usability

Visitors want to be able to find stuff on your website with ease. Your main navigation should give clear access to the information visitors need most. It should also reflect the structure of your site.

Usability means that users can easily find and access what they want most. They don’t have to guess through a series of navigation choices. Content is in HTML format (not PDF, Word, Excel, etc). And content is presented in a way that is easy to scan online.

In addition to the main navigation, use breadcrumb navigation. Breadcrumbs are important for user experience and SEO. They show how a page fits into the structure of your site and give users another way to easily navigate your site.

Focus Tags

If you have a blog, be mindful of the tags you create. If every post receives one or multiple new unique tag(s), you’re overdoing it. You’re not adding structure, because posts don’t become grouped or linked. Create tags that will help users (and search engines) find similar content.

 

Importance of Being Consistent Online

A fundamental element of online marketing is consistency. You need to be painstakingly completely consistent so that there is only one you online – one brand, one identity, one message.

Inconsistency creates confusion. When people see information that is similar but not the same, it creates a question in their mind. Is that the same thing? Is it different. Questions lead to confusion, which is not what you need.

Inconsistent information also hinders your search engine optimization. When crawlers find different information, it dilutes the understanding of your presence. This can lead to duplicate listings and worse, reduced search rank.

Name, Address and Phone

A critical aspect of online consistency is your NAP – name, address and phone. Use the same NAP everywhere! Variations of your business name, can confuse people and search engines to think each is a different business. Ditto for addresses.

Branding

Be consistent with the representations of your brand as well. Use the same logo everywhere. If you revise it, go back and revise it everywhere. Don’t lead a trail of differing logos that muddy your brand identity.

Define your color palette and stick to it. Decide on a style of imagery. Use the same fonts and the same tone.

Messaging

Know your marketing message and stick to it. Whether you are doing an elevator speech at a networking event, creating a page for your website, or posting on social media, your messaging must be clear and consistent.

  • Focus on your value proposition
  • Use your keywords
  • Maintain a consistent tone

Consistency Creates Understanding

Being consistent with your brand fundamentals will help you gain traction online. Each time people (and search crawlers) encounter your information will build brand awareness and understanding.