What is marketing? Marketing is a set of processes for creating, communicating and delivering value to consumers. Creating, communicating, and delivering value to your subscribers is essential for building long-term relationships and growing your business. Here’s how you can do each step effectively:
1. Creating Value for Your Subscribers
Creating value means offering something that solves their problems, meets their needs, or makes their lives better in some way. To do this, you need to understand your subscribers deeply.
How to Create Value:
- Understand Your Audience:
- Use surveys, polls, and feedback forms to get insights directly from your subscribers.
- Segment your audience based on demographics, preferences, behavior, and pain points (frustration and confusion). This allows you to tailor content and offers that resonate with each group.
- Offer Useful Content:
- Provide value-driven content that educates, entertains, or inspires your subscribers. This could include blog posts, how-to guides, case studies, tutorials, or expert advice.
- Share content that helps them solve problems, whether it’s related to your product or industry.
- Examples: A cooking subscription might send recipe ideas; a marketing software company might offer tips on increasing conversions.
- Exclusive Access:
- Offer exclusive content, deals, or resources to make subscribers feel special. This could be in the form of early access to new products, subscriber-only discounts, or downloadable resources (e.g., eBooks, whitepapers, templates).
- Solve Pain Points:
- Understand your subscribers’ struggles and offer solutions. If they are looking for convenience, offer time-saving tips or product recommendations. If they are seeking expertise, offer expert advice or personal coaching.
- Personalization:
- Personalize the content based on subscriber interests or behaviors. You can automate emails based on actions (e.g., sign-ups, downloads, or previous purchases) so that subscribers get tailored content that feels relevant to them.
Example: If you run an online fitness service, create value by sending personalized workout plans, sharing fitness tips, and providing discounts on memberships to your subscribers.
2. Communicating Value to Your Subscribers
Once you’ve created value, it’s essential to communicate it clearly and persuasively through email, social media, and other platforms.
How to Communicate Value:
- Clear and Compelling Subject Lines:
- Your subject line should immediately communicate what value the subscriber will get by opening your email. Be clear, specific, and enticing.
- Example: “Unlock 20% Off Your Next Order” or “Exclusive Guide: 10 Ways to Boost Your Productivity”
- Highlight Benefits Over Features:
- In your emails and messages, emphasize the benefits your subscribers will experience. Instead of focusing on the features of your product or service, explain how it will improve their lives. You can take benefits directly from your merchants’ sales letter.
- Example: Instead of saying, “Our product has a built-in tracking system,” say “Easily monitor your progress and stay motivated with our real-time tracking feature.”
- Use Storytelling:
- Share success stories, testimonials, or case studies from customers or subscribers who have benefited from your product or service. This adds social proof and makes the value more tangible.
- Example: “Jane increased her sales by 30% after using our tool. Here’s how she did it…”
- Leverage Visuals:
- Use images, videos, or infographics to demonstrate the value of your offering. For example, if you’re promoting a product, show how it solves a problem visually or provide before-and-after scenarios.
- Be Transparent and Honest:
- Ensure that your communication is clear and transparent. Misleading claims or vague promises can lead to distrust. Always communicate the value in an honest way, showing exactly what subscribers will get and how it will benefit them.
Example: If you have a SaaS product, you might communicate its value by showing how it saves users time and increases productivity, including a demo video, and offering a free trial so they can experience it firsthand.
3. Delivering Value to Your Subscribers
Delivering value means actually providing what you promised in your communication and ensuring your subscribers’ experience meets or exceeds their expectations.
How to Deliver Value:
- Fulfill Promises:
- If you’ve promised something (a discount, free resource, exclusive content, etc.), ensure it’s delivered promptly and without hassle. Failure to deliver on promises can damage trust and lead to unsubscribes faster than you can say “Whoah Mama!”
- Example: If you promised a 10% discount in your welcome email, make damn sure subscribers can easily access that offer with a clear, working link.
- Provide Exceptional Customer Support:
- Ensure that your subscribers can easily reach out for support if they need help. Provide clear contact information and respond to inquiries promptly. A phone number, however, is not required.
- Offer support channels like email, live chat, and phone support (depending on your business model).
- Example: If a subscriber has trouble redeeming a discount, customer support should respond quickly and helpfully.
- Create Consistent Value Over Time:
- Don’t just deliver value once—make it a continuous process. Consistently send valuable content, offers, or resources that build upon previous interactions.
- Set up automated email sequences that provide ongoing value, like follow-up emails with helpful tips or re-engagement emails with personalized offers.
- Exceed Expectations:
- Surprise your subscribers with unexpected extras—an additional discount, free access to a webinar, or a bonus gift. Going the extra mile creates a positive experience that keeps them engaged and loyal.
- Example: After a subscriber’s first purchase, send a thank-you email with a bonus content offer or a free gift, like an exclusive PDF guide.
- Ask for Feedback:
- Regularly ask for feedback to ensure that your subscribers are receiving the value they expect. Use surveys, polls, or direct email requests to understand their needs and continuously improve your offerings.
Example: If you run an e-commerce site, delivering value means ensuring fast shipping, hassle-free returns, and providing excellent customer support if there are any issues.
Summary of How to Create, Communicate, and Deliver Value to Subscribers:
- Create Value: Understand your audience’s needs, pain points, and desires. Offer solutions in the form of useful content, exclusive offers, and personalized experiences.
- Communicate Value: Craft compelling messages that highlight benefits, tell stories, and use clear, engaging visuals. Make sure your subscribers understand how your product or service improves their life.
- Deliver Value: Follow through on your promises with high-quality content, excellent customer support, and timely delivery. Go beyond expectations and ask for feedback to keep improving.
By creating, communicating, and delivering value effectively, you’ll build stronger relationships with your subscribers, enhance customer loyalty, and drive long-term success for your business.
