Your customers’ attention spans are getting shorter and shorter these days. Their attention span can range between 1-5 seconds. That’s not a lot of time to capture your visitors’ attention.
Why is understanding your visitor’s attention span important?
Because when you’re doing social media marketing in Singapore, you can be sure that your customer is not only checking out your Facebook page, but also your competitors’ Facebook page as well.
The customer will then look and compare Facebook pages, and stay on the pages that appeals to him or her.
So with the average attention span between 1-5 seconds, or even 10 seconds, you only have that time to make your visitors stay on your page.
How can you capture their attention in that short amount of time?
Three words: Unique Value Proposition (UVP)
A UVP is a short statement about the unique value your company provides to your customers.
It is not a slogan or tagline.
Think of it as a short sentence that quickly tells customers how you are different, and why they should choose you. Some folks say that having a UVP doesn’t really matter. After all, most companies within the same industry offer pretty much the same services anyway, right?
Not so fast. In Hinge Marketing’s research, they’ve found that most of the high growth firms have a strong differentiator.
Your business can’t be a “me too” business. Offering everything to everyone just doesn’t work when you’re building a profitable business for a very simple reason: customers are getting smarter.
Customers don’t just check you out. They check out your competitors as well. They do research on you guys. They read up reviews. They read up about your products, before making a decision.
So, you need to stand out. You need to give them a reason to buy from you.
Take a look at these 5 examples of how UVP is displayed through a company’s Facebook page.
Of course the first example is ours 😉
Would you stay on our Facebook page longer after seeing this cover photo that greeted you immediately? Depends. If you’re not interested in doing social media, probably not. But if you’re a company that’s interested in running social media campaigns that increases sales, there’s a high chance that our Facebook page would capture your attention. All our Facebook posts are about social media marketing (some digital marketing). These serve to educate our prospects and clients, and would position us as the authority in this field.
Artmani Italia’s UVP is that it sells luxury furniture at very affordable prices. This UVP is supported by the high quality photos that are posted on their Facebook page, and product prices that are cheaper than other luxury furniture stores in Singapore.
Beneath this tagline – luxury furniture made affordable – is the belief that everyone should own a set of high quality sofa, or any other quality furniture that they sell. Their furniture is for the mass market. All the content on their Facebook page was created based on this belief. They have frequent promotions, lucky draws (to reward their own fans), educational content that help buyers make a more informed decision when it comes to purchasing furniture. Did I mention that we help them to generate 6 figures in sales consistently every month?
The headline on the Facebook cover clearly articulates their business positioning, and what they offer. It is very well written. In one sentence, it consists of proof (by doctors) and benefit (lose weight in 60 days), both of which makes a very good UVP. If you look at their Facebook posts, all the content are crafted carefully based on their UVP. If you’re a busy career lady, who has tried dieting to no avail, you might be interested in this medical weight loss program that guarantees results in just 60 days. This program doesn’t require you to exercise or diet. That is their UVP. And it is plasted all over their Facebook page.
Find it faster. That’s the theme for IKEA’s current marketing strategy.
Coming up with a UVP is not easy and can take a lot of time, but is probably one of the most important things you should be doing for your business.
It is a statement that once developed, can not only be used on your website, but all your marketing materials. It aligns your marketing messages and creates superior branding. It is the powerful magnet that automatically attracts customers to you.
So how do you go about developing a UVP?
The easiest way is to survey your customers. Ask them why they chose you in the first place. This will give you insights into factors that made customers choose you over your competitors. Look for common themes.
You should also take a look at your competitors.
These are questions you should think about.
Then use these answers to craft a powerful statement. Plaster it on every page of your website in the header.
Use it for other marketing campaigns, even offline marketing campaigns.
Test it, measure it, and adapt if you need to.
A good social media marketing campaign, or any kind of marketing campaigns for that matter, starts from a UVP.
Canny specializes in helping clients develop impactful UVPs that work, using our proprietary research system and formula. If you would like to develop a UVP that works for your business, contact us today.
We were born to save SMEs from ineffective digital marketing. Most digital marketing agencies in Singapore lack the proper digital marketing expertise, and transparency. They take SMEs for a ride, over-promise them on results. The end result is unhappy clients wasting a lot of money and resources. We are here to save them.