Everyone looking to make a purchase is searching for value.这似乎是数字营销时代所取决的一切。
As an Account Growth Specialist at TrainingPeaks, these are some recurring questions I receive in regard to creating value:
- 什么是价值？
- 如何创建价值？
- 我怎么知道什么对我的人民有价值？
- 对于企业，提供价值实际上有价值吗？
- Should it be free, or should people pay for value?
创造价值used to be about getting more for less. Not anymore.
许多卖家错过了确定有价值或客户认为有价值的东西的机会。他们根本不会向他们的客户或潜在客户展示他们可以提供的帮助。
这是为什么？
Understanding the Customer Journey
在我们深入研究您可以做的事情以为您的受众和客户提供所需的东西之前，您首先必须了解客户之旅。
As someone offering a good or service, you must realize that every single consumer is on a journey — THEIR journey.
如果我可以给您一个建议，那就是您不是这次旅程的英雄。您的客户是。您需要了解他们正在经历的事情。
Every customer is striving to get from point A to point B in their journey. This purchase decision is going to help them get there.
他们是否正在购买新的割草机都没关系：
“My lawn is long and nasty (A) and I want it to look nice (B).”
或者如果他们想购买在线培训和教练:
“由于健身房的限制和比赛，我在2020年摔倒了，我的身材不佳（a）。但是我计划在2022年8月举办一场比赛，并希望尽可能接近高峰表现（B）。”
这次旅程是情感上的。人们根据情感或对所看到的事物的情感反应进行购买。将您的工作与如何专门帮助他们联系起来是您的工作。
而且您需要具体。
如果人们看到贯穿线，他们将充满情感并撤出该信用卡。
The Power of Knowledge Brokering
Value is 100% about knowledge brokering, especially in today’s digital world.
Value equals the information you can provide to consumers to help them get from A to B. It’s anything that will help people find progress in their journey.
一旦客户到达B点，可能会完成旅程，或者直到到达Z点才能完成。无论哪种方式，如果您帮助他们从一个点到另一个点，您都可以为他们提供价值。
在健身世界中，这可能看起来像一个一分钟的视频，解释了提高功率输出的三个技巧。它可能是营养指导的形式，也可能是如何有效休息和恢复的。
最终，您应该利用自己获得的优势和特定知识，并将这些信息提供给受众。
了解客户或潜在客户的旅程对于创造价值绝对必要。
您需要首先找出：
- Where your target customers are on their journey.
- 什么they’re struggling with.
- Where your athletes want to be.
获取此信息的最好方法是询问他们。了解您的理想客户不能被忽略。实际上，您应该不断检查谁在购买您的产品，为什么，何时以及他们对此的看法。
然后写下来。我们称之为创建价值主张。要了解更多信息，请查看我们的如何成为一名成功的耐力教练指导。
通过社会将价值道具付诸实践
The No. 1 data point we look at when a new coach is seeking to grow their online business is traffic.
对于那些不熟悉流量的人，是访问特定页面的人数 - 在这种情况下，您的网站或产品详细信息页面。
您应该问的问题是：
- 我们如何能尽可能多地看待产品？
- 我们如何帮助客户找到我们提供的产品？
If you don’t have enough people seeing the offering, then nothing after this sentence will even matter. Traffic is the first lever to pull, always.
Once you’ve got the necessary traffic flowing to your offering, you need to make sure that the value is hitting home with the potential buyer. Instagram, for example, has prioritized certain engagement tools within the app to help you with this.
When using Instagram, ask yourself: Is my content valuable enough for someone to save it or share it? This is a good lens to use no matter what medium you are producing content through (email, Twitter, blog, etc.).
If people are saving your content to go back and look through it, they find it valuable. They’ll want to reference that information to help them progress.
你越能让人们使用保存和分享参与on Instagram, the more prioritized the content will be, therefore showing up on more people’s feeds. Instagram calls these impressions, or how many times someone saw your post.
更多的节省和分享等于对内容的更多目光，从而引起了目标受众的更多兴趣。这可能会导致更多的追随者和更多机会帮助人们通过您的内容和最终的产品旅行。
请记住，Facebook和Instagram是企业，因此人们在那里度过的时间越多，对他们及其利益相关者来说越好。这就是为什么他们喜欢吸引人，有价值的内容。
不要忘记您的忠实客户
请记住，您已经有了您的忠实追随者。他们通过厚而薄。不要忘记它们，因为它们是您最好的发起人。
一旦他们做出购买决定，您现在必须加倍加倍，并确保您承诺要满足他们的期望，然后符合他们的期望。
让这些人感觉到爱。
Value doesn’t change just because someone bought your offering. You’re still helping them get from point A to point B. Share fresh content that the world hasn’t seen yet, reach out personally, or leverage messaging tools to share your extensive knowledge with your paying customers.
Most importantly: Be constant and consistent. Let your customers know that you are there and will do whatever it takes to help them along the way.
Inevitably, some won’t be a fit for your product. If someone chooses to leave or not go through with a purchase, use it as an opportunity to find out why and point them in the right direction.
在您的日历上设置后续行动，并在90天内与他们联系，以确保他们得到所需的东西。这是创建价值的另一种方法。
弄清楚您的听众在哪里，在那里与他们见面，然后帮助他们进入旅程的下一部分。
关于价值的常见问题解答的答案
Remember those common questions I get about value? Here are the quick answers.
什么is值？
Value is providing information (knowledge) to your audience that will help them progress on their journey.
如何创建价值？
Share with your audience what you know and be specific. You undoubtedly have something they want or need, or something that helped you along the way. You’ll want them to save or share it through Instagram. This is a good filter whether you’re using Instagram or not. Is it valuable enough to save or give to a friend?
我怎么知道什么对我的人民有价值？
你必须问他们！他们来找你是有原因的。依靠自己擅长的事物，并设定对您将如何帮助他们的期望。
对于企业，提供价值实际上有价值吗？
Yes! It’s the most efficient and effective way to grow your online audience, create warm leads and ultimately increase sales.
Should it be free, or should people pay for value?
Both! Provide value to those who fit your ideal customer (not paying you yet). And absolutely don’t forget to provide value to those who are paying you. They are your No. 1 fans and best promoters.
