Value Proposition: Which of your value claims is most appealing to new customers?

Source http://feedproxy.google.com/~r/MktgExperimentsBlog/~3/xRvvo1GK1IU/value-claims-ppc-ad-strategy.html

Is there another audience, beyond your current one, that could appreciate what you’re already doing right now?

That group of potential customers could find value in what you have to offer; you only need to know the right messaging to communicate that value to them.

But how do you do that? How do you both find that audience and communicate your value proposition to them?

Pay-per-click (PPC) advertising could be your ticket to learning about those new customers and then effectively communicating to them.

That’s the theory behind the latest MECLABS Live Test, set to run at Web Optimization Summit 2014 in New York City this week. In today’s MarketingExperiments Blog post, I’ll give you a preview of that test.

 

Background

While speaking at a marketing association event, Jon Powell, Senior Executive Content Writer, MECLABS, realized the attendees were not the typical audience he spoke to through MarketingExperiments.

That revelation got him thinking.

“The key question is, ‘How do I talk to them in a way that gets them interested?’” Jon said. “Of all the things we have at MarketingExperiments … research … experiments … what focus of content or what claim of value would connect with them the greatest, and how can I figure that out.”

One way to learn from new customers is with PPC testing. It requires no need for design or development. Therefore, it’s a fast and resource-light channel to perform testing on.

Both the MarketingExperiments audience and this newfound group of prospects all search for the same general information, products or services. They have similar motivation. However, each segment uses different terminology to find what they are looking for.

Based on keyword research and examining words that visitors used to reach the MarketingExperiments site, Jon and his team identified two types of search terminology that visitors used to match the same motivation:

  • Tactical – Using  search terms for “tactics,” “tips” and “techniques”
  • Strategic – Using search terms such as “plans” and “strategy”

 

Test 1. Pre-Summit

The team decided to run a test before Summit to ensure validity could be acquired in the timeframe, and to provide additional discoveries to present at Summit.

The goal of Test 1 was to determine which value claims of MarketingExperiments best resonated with each segment. Using the value proposition of MarketingExperiments, the team selected three of the brand’s value claims:

  • The largest public library
  • The first public library
  • The latest public library

For each segment, we had three treatments – one for each claim.

 

Strategy 

 

 

Tactical

 

To help my fellow visual people, here’s the test design graphically:

 

 

We’ll be able to learn a couple insights from this test’s results:

  • Which value claim best matches the motivation of visitors searching for information about marketing strategy and tactics?
  • Which segment, Tactical or Strategic, is more motivated to clickthrough to the MarketingExperiments site, in response to our value claims as a whole?

 

Test 2. Live from Summit

Test 2 will take the winner of each segment and focus even deeper on its value claim. We’ll provide the audience with evidentials that back up the claim, and allow them to craft PPC ads of their own.

Jon and his team will pick two audience-crafted ads and pit them against one of their own. So ultimately, Test 2 will again have six PPC ads: three ads per segment.

This second test will question how to make a claim we now know appeals to prospects even more attractive. Does a general ad draw them with curiosity? Does specificity answer any doubts that your link is worth a click?

Be on the lookout in the B2B Marketing Newsletter of our sister company, MarketingSherpa, for a case study of the entire test and the key takeaways you can pull and apply to your own efforts. We’ll review the steps the team took, as well as the results and what they could mean for your PPC efforts.

 

Test 1 winners

The winners of Test 1 will be revealed on Day 1 of Summit, and we’ll update this post with those results here on Wednesday.

But before the big reveal, let us know in the comments which claim you think won each segment.

 

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