• It is what makes your company different.
• It is what gives your company an extra edge over your competitors.
• It is what fulfills your target markets needs and wants.

It can be dangerous if companies don’t take the time to spell out their UVP. However, this step is all too often skipped.

So how do you identify your UVP? You start by asking and answering six critical questions.

1. What does our target market need and want?
2. How do our products and services fulfill our target markets needs and wants?
3. Who are your competitors?
4. What do we do better than our competitors?
5. Why would our target market choose our company over our competitors?
6. Can we effortlessly explain what we do and why our product fulfills our target markets needs and wants?

These questions may seem tedious or even downright too time consuming. However, if you don’t know what makes your company unique, neither will your target market. So, create an edge over your competitors by identifying your UVP today!

Stay tuned for Key No. 3 – Identify your Target Markets

First let’s start off by asking ourselves what is a core competency?  A core competency is a specific factor that a business sees as being central to the way it works.

A Core Competency fulfills three key criteria:

1.  It is not easy for competitors to imitate.
2. It can be re-used widely for many products and markets.
3. It must contribute to the end consumer’s experienced benefits.

We all know Walt Disney World right?  When studying Walt Disney World – Parks and Resorts, there are three main core competencies:

1. Animatronics and Show Design
2. Storytelling, Story Creation and Themed Atmospheric Attractions
3. Efficient operation of theme parks

It is critical that a company defines their Core Competencies and infiltrate them into every facet of their business structure. The CORE is what really builds a brand not some fancy logo or zippy do dah website.

It takes strategic thinking to define your Core Competencies and sometimes what you think you are really good at, really aren’t your Core.  Truth be told, most people dream of owning their own business because they are good at something, however, it takes a strategist and a visionary to figure out what is beneath the CORE that drives their common skill/product/service to be better than their competitors.

At InnerVoice, we spent a great deal of time defining our Core Competencies. Our team has worked together for multiple years and we have had multiple clients in various industries, so we created an exercise to see if what “we thought” our Core Competencies were, were reality.

This is what we came up with:

1. Strategy behind everything
2. Research: Extensive industry knowledge
3. Execution
4. Value and ROI

Now, it’s your turn!

Stay tuned for Key No. 2 – Identify your UVP

It’s unfortunate this expense even gets catalogued in the balance sheet as a marketing expense – aren’t you suppose to obtain leads and clients when you pay for marketing/advertising services. Unfortunately, this isn’t always the case.

• We know that revenues are at all-time lows – they are down about 6% nationwide.
• We know that consumer buying behaviors (your clients/customers) are re-examining their purchases and finding alternate solutions.
• We know that the internet has made marketing extremely complex.
• We know that $1.7 trillion dollars in household wealth was lost during the recession.

Here’s also what we know:

• Start-ups are emerging and dreams are being built.
• Some companies are thriving.
• Some companies are generating a significant ROI with their marketing efforts.
• Some companies are leaving their competitors in the dust – a recession is a great time to do that.

We want this to be you and we have the secret calculation to making sure your dollars don’t become part of the $112B waste.

1. Identify your core competencies
2. Identify your UVP (Unique Value Proposition)
3. Identify your target markets
4. Research your target markets
5. Create a content strategy
6. Create a strategic marketing plan
7. Determine marketing efforts based on ROI (choices, choices, choices)
8. Measure, analyze and adjust

We’ll expound on each of these topics throughout the next several blog entries. So stay tuned and visit frequently to learn in depth about the 8 keys to generating clients and a sustainable ROI in your marketing efforts.

Extroverts get their energy from interacting with people.  Introverts get their energy from having extended amounts of personal time.  Translate these energy-restorative activities over into the business world of marketing, relationships, and social media and you end up with two kinds of businesses.

Introverted businesses are analytical, self-focused, and don’t want to be bothered with blogging and all that social media interaction.  Do they have the accounts?   Yes.  Can they use them?  Maybe.  Do they know how to use them and still retain their introverted energy identity?  No.

Extroverted businesses are open, less-organized, people-focused, and they are dedicated to blogging and social media interaction.  Do they have accounts?  Yes.  Can they use them?  Not effectively.  Do they waste their time & energy and that of others?  Possibly.

Whether you are an introverted business or an extroverted business, there is a successful way to maintain your identity and still be involved in blogging and social media.  It is learning how to manage your frequency and content.  Yep, that’s it: frequency and content.

Tips for Social Media Frequency & Content

Blog posts – pick a frequency and stick with it.  More is rarely better.  If you’re an introverted business, schedule a blog post one to three times per week into your organized schedule.  On the days you aren’t blogging, commit to answering any comments.  If you’re an extroverted business then frequency isn’t usually your problem; however, evaluate it.  Post better content over posting more often.

Facebook – Content is king.  Go for quality over quantity.  Post only when you have something worthwhile to say to your followers.  Ask yourself: “What do my followers really want to know about?”  Post statistics, quotes, coupons, deals, and definitions that will actually help your followers learn how to be a better person and consumer.  Do not post only “come buy”.  In fact, these kinds of posts have the opposite effect.  By giving value to a follower’s personal life, they are more likely to buy than if you invite them to.  Don’t shoot yourself in the foot by posting 75% deals, sales, and “please buy” updates.

Google+ – See Facebook.  As well, tailor your quality-content posts to pre-determined groups.  This is easy to do.  This keeps followers happy because they don’t get any content that isn’t meant for them.  This is a unique benefit of Google+.

Twitter – Through tried and tested practice, here is the best thing to do on Twitter.  Again, content is king.  But interaction is critical.  Remember, anyone can jabber on Twitter (and too many do it to their demise) but, Twitter posts should be of value.

• Once a day tweet a set amount of links to valuable articles, motivational quotes (these go very well on Twitter), and your own quality stats and helpful hints.  If you end up tweeting more, that can be a bonus (if you’re an introverted business) but it can also be overkill (if you’re an extroverted business)
• Once a day, commit to re-tweeting the tweets of others whom you follow (up to 20 re-tweets on as many different users as possible).  You will find that others start re-tweeting all of your posts simply because you have done the same for them.  This is a priceless and easy activity.
• Once a day, Tweet the user names of new followers and welcome them
• Once a day, choose/find at least two more users that your company will follow; follow only those who have the following characteristics:
• Good content (you like what they are tweeting on a consistent basis)
• Related goals (they don’t have to be in the same industry, but their content suggests they have similar values and information)

If you are an individual, then all the same rules apply.  All social media from blogs to Twitter is an expanded community.  Bring value to the community and they will respond
in kind.

Some people use their social media to generate leads. Some people use social media to socialize. Some people use social media for pleasure.  The reality is you have to make decisions on how and why you want to use social media and then it is not overwhelming. There is an educational process involved in learning how to make your experience what you want it to be.  It does take time. Utilizing a social media whiz can really help you get the experience you desire.

InnerVoice utilizes social media in a couple of various ways. We generate nearly 95% of all of our leads via social media, but our team absolutely loves socializing and communicating with businesses leaders and learning industry best practices. If you are looking for a company that can help you generate leads via social media we are your go to guys and gals. If you just want to chat and take a personal class or two so you can make your social media experience what you want it to be, give us a call.  We love social media and we love teaching people how to utilize it.

Tweeting puts a smile on our face and there’s something out there amongst the various platforms that will put a smile on yours as well.

The true entrepreneurial spirit of America is alive and thriving! The heart and soul of it lies within many of you!

Every time we meet or have the opportunity to serve you, we also gain monumental insights that further help us develop our company and talents. We attribute our success to you, as you have helped make us who we are.

We didn’t want to miss the opportunity to wish you well this Valentine’s Day and tell you how much we appreciate you!

Think about the word INBOUND marketing.  That means that people are coming IN to see what it is you  have to offer.  You are not sending information OUT.  Inbound marketing is primarily social media and website content.  OUTBOUND marketing is email blasts and direct mail (marketing materials you send out).  If someone is coming IN-to your fold, naturally it is less expensive.

Inbound marketing is like having someone knock on your front door.  They came to visit you right! You didn’t have to get into your car and go visit them. You saved money on the gas, you saved money on your time.  You saved money on rejection letters! So, why would someone come knocking on your door?

• You captured their interest.
• They felt comfortable with you. You became friends!
• They liked who you are and what you had to say. They followed you home!

That is what you have to do with your inbound marketing.  You must capture their interest with engaging content.  You need to create a relationship and they will follow you home.

More than 75% of US adults are online. 1/3 of consumers spend more than 3 hours online every day.

Inbound marketing cost 62% less per lead than outbound marketing!

Why is outbound marketing becoming less effective?  A relationship is not generally formed! People have changed their buying behaviors.  Without a relationship, there is no sell!

86% of people skip TV ads. 44% of direct mail is never opened.

It is critical to get on this bandwagon!  Everyone is moving on-line, but some are moving faster than others.  Building a relationship takes time.  We are no longer in an instant gratification marketing world. Your competitors are rapidly moving in this direction, you better be too!  The first one to build the relationship WINS!

According to Hubspot, 54% of marketers invested more in their inbound marketing budget last year. The average budget spent on company blogs and social media has doubled in the past 2 years.

Just remember to win you have to go IN!

This term refers to the use of web-based technologies that turn communication into interactive dialogue. According to the 2011 Social Media Marketing Industry report, 49% of businesses have less than 1 year of social media marketing experience.

• In 2010, only 31% of marketers used social media for 1 or more years.
• In 2011, that number grew to 50%, a 20% increase in just one year.

The industry is exploding and most business owners are at a loss on where to start!

According to Kaplan and Haenlein in a 2010 article published in the Business Horizons Magazine, there are 6 different types of social media.

1. Collaberative Projects (Wikipedia)
2. Blogs and Microblogs (Twitter)
3. Content Communities (Youtube)
4. Social and Business Networking Sites (Facebook) (LinkedIn)
5. Virtual Game Worlds (World of Warcraft)
6. Virtual Social Worlds (Second Life)

There are multiple social media technologies:

• Blogs
• Picture-sharing
• Vlogs
• Wall postings
• Email
• Instant Messaging
• Music-sharing
• Crowdsourcing
• Voice Over IP

Social media is more cost-effective and more effective than traditional marketing.

• More than 50% of Americans are online and 75% of U.S. adults are online.
• The average budget spent on company blogs & social media has nearly doubled in two years.

Companies report that they continue to generate leads that turn into clients.

• 57% have obtained new clients via their company blog
• 57% through LinkedIn
• 48% through Facebook
• 42% through Twitter

Source: Wikipedia.com, Pew Research May 2010, HUBspot State of Inbound Marketing Report 2011

If you’re not utilizing social media, you’re simply no longer in the GAME.

Most companies are sick and tired of creating campaigns that don’t generate leads or creating campaigns that do generate leads that don’t convert into customers and clients.

Potential customers don’t want to be sold, they want value and they want you to communicate with them. Marketing is no longer an instant gratification tactic.

You provide value, you build a relationship and then they become loyal customers.

• 83% of marketing campaigns are too generalized and have little to no impact
• 31% of ad messaging has no impact whatsoever on a target audience
• 36% of media marketing is inconsistent and does not meet company marketing goals

Why?

• 35% of companies are operating without a marketing plan or budget
• 60% of companies using social media have no specific marketing plan

The Good News

• Businesses that begin with a targeted marketing plan decrease the likelihood of failure by 60%

What can you do today?

• Build your marketing GAME Plan

GAME identifies the areas of your business that are currently limiting you from achieving success

• Growth
• Accommodation
• Marketing
• Evaluation

Our goal is to help you build your GAME plan, identify your InnerVoice, designate your target markets and their InnerVoice, utilize 3P marketing, then follow through on execution.

Take our survey free today because if you’re not focused on delivering value, you are no longer in the GAME.

Why should you utilize 3P Marketing (Power of Content, Power of Research, Power of Analytics)?

• It provides value
• It is impactful
• It bypasses the hard sell
• It creates educated buyers
• Educated buyers are loyal
• Loyal buyers purchase more often

For more information on how to establish a 3P Marketing GAME Plan, contact InnerVoice Group today! 208.615.4707 or info@innervoicegroup.net