Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 19

An important part of planning for digital marketing success is understanding the value your organization brings to the marketplace. The value your company provides is far greater than the products or services it sells. In fact, people don’t buy products or services at all; instead, they buy outcomes.

Imagine a group of people who are discontent for one reason or another. This group of people are in what we call the “Before” state (see Figure 1-5). No matter what you’re selling, you’re trying to reach a group of prospective customers who are in this Before state. To gain some insight, write the adjectives that describe your prospective customer before she has experienced your product or service. Is she sad? Out of shape? Bored?

Source: https://www.digitalmarketer.com/blog/customer-value-optimization/

FIGURE 1-5: Businesses provide value by moving prospects from a “Before” state to an “After” state.

Now, leap forward into the future, to the point after your prospective customer has experienced your product or service. What is her “After” state? How has this person changed? In the same place where you took notes about her Before state, describe her After state. Is she happier? Healthier? More excited?

The shift from the Before state to the After state is what your customer is buying. This shift (or outcome) is the value that your business brings to the marketplace. Furthermore, the role of your marketing is to articulate this move from the Before state to the After state.

The understanding of this transition from Before to After is what allows you to craft what is called a Statement of Value. This statement is important because it sums up the value of your product or service. To craft your Statement of Value, simply fill in the blanks on the sentence shown in Figure 1-6.

Source: https://www.digitalmarketer.com/blog/launching-a-business/

FIGURE 1-6: Fill in the blanks on your Statement of Value.

The role of your marketing is to assist in moving a prospect, lead, or customer from one stage of the customer journey to the next. At the beginning of this journey, your customer is in the Before state. By the end, you will have taken your customer on a journey to that customer’s ideal After state.