Each organisation’s business proposition is unique. Companies must make a convincing statement to entice customers to invest in their services or products. While defining this proposition can be challenging, the real test lies in bringing it to life effectively.
How can companies strengthen their business proposition? Our guide explores how digital marketing jobs can help businesses highlight their value and deliver on customer promises.
What is a Business Proposition?
A business or value proposition is a company’s statement explaining what its product or service entails. It is an opportunity for an organisation to showcase why its offering is better than its competitors. Invariably, a strong business proposition will include:
- An outline of the benefits that the customer will receive.
- An explanation detailing how the product or service can solve the consumers' problems.
- The target customer will be identified.
- A clear distinction from competitors’ offerings, with particular emphasis on why theirs is superior.
A clear business proposition is important for several reasons. First, it helps define a company’s target audience. From here, an organisation can begin to tailor its approaches for a specific market. A concise value proposition not only attracts and secures customers but also unifies the workforce, which now has shared and aligned objectives.
The Different Roles in a Digital Marketing Team
On the topic of a unified workforce…once a business proposition has been established, a digital marketing team can build on those foundations. Let’s look at the different digital marketing jobs that can capitalise on a defined value proposition in their own unique way.
Content Creator
Content is often considered a cornerstone of digital marketing jobs. Compelling content is crucial for several reasons, be it SEO ranking (that'll be discussed further in our guide), building a brand identity with a distinct tone of voice, or simply engaging with a target audience authentically.
How content is consumed has changed over the years, and to meet that demand, how content is constructed has changed, too. While content in a written format still holds immense value for businesses, short-form content like videos is becoming increasingly popular. Therefore, a content creator’s responsibilities might include:
- Articles and Blog Posts
- Videos and Livestreams
- Podcasts
- Social Media Posts
These different mediums bring different digital marketing skills and a host of new types of content creators:
- Influencers: Individuals with a large social media following who companies can leverage for further traction.
- Vloggers: People who create video content through platforms like YouTube and Twitch.
- Podcasters: These creators produce audio content and typically focus on specific subjects.
- Bloggers: Writers who create content that’s then published online via platforms like Medium.
SEO Specialist
Crafting engaging content is one thing, but having it rank is another - that’s where an SEO specialist comes in. The primary objective is to improve an organisation’s visibility in search engine results, ultimately driving traffic to its website. They can achieve this with several methods, such as:
- Keyword Research: SEO specialists will undertake extensive keyword research pertaining to a particular topic. They will pinpoint phrases customers are actively searching for and factor in search volume, traffic potential, and keyword difficulty.
- On-Page Optimisation: Content must be optimised. SEO specialists ensure content has a logical structure that is complete with headings. They’ll also check that images are the correct size and have alt tags. Additionally, they will make sure that an enticing mega description accompanies the blog.
- Technical SEO: Covers elements concerning a website's performance. They will utilise tools like Screaming Frog to get a better understanding of a website’s health. For example, images that haven’t been optimised might cause low loading speeds. Canonical tags will also be applied where appropriate.
- Link Building: SEO managers and specialists are responsible for creating strategies that generate high-quality backlinks from expert, authoritative, and trustworthy sources.
PPC Consultant
Pay-per-click consultants are an essential component of a digital marketing team. They are specialists in managing and optimising paid advertising campaigns across various platforms. Companies regularly rely on PPC services to receive the following digital marketing skills and benefits:
- Campaign Strategy Development: A PPC consultant will conduct detailed market research to devise PPC strategies that align with an organisation’s goals and target audience. This will include competitor analysis and budget allocation.
- Campaign Management: They will be responsible for managing advertising campaigns across several platforms, such as Google Ads and Bing Ads. They will oversee ad creation, keyword selection, and bid management.
- Optimisation and Analysis: Evaluating campaign performance and making adjustments based on the data are essential.
- Reporting and Communication: PPC consultants will produce campaign performance reports and communicate the results to the relevant bodies. If necessary, future campaigns will be amended.
Ultimately, having a PPC consultant or PPC management as part of your business will greatly improve a company’s ROI thanks to their set of digital marketing skills designed to improve visibility and generate profit.
Social Media Executive
In today’s digital age, an online presence is more important than ever. Social media presents an opportunity to engage with an audience and build a meaningful relationship. An important figure in an effective social media strategy is a social media executive. Here are some of their key responsibilities for social media executives:
- Creation and Strategy: Social media executives conduct thorough research to generate content ideas that align with a company’s brand and goals. They’ll create posts that encourage interaction with their target audience.
- Account Management: Social media assistants will manage a company’s social media account and regularly converse with followers. This might be providing updates or answering customer queries.
- Analytics: Monitoring engagement is imperative as this gives a clear indication of how a campaign has performed. Many metrics are integrated into social media platforms, but failing that, Google Analytics is useful for checking data.
- Trend Awareness: Reacting to the latest social media trends is imperative to preserving a relevant brand image.
Digital Marketing Skills That Deliver Strong Value Propositions
As discussed, a digital marketing team and its specific skills can assist a company when wanting to bring a business proposition to fruition. Let’s explore how:
Content Marketing and Brand Storytelling
Well-crafted content, in any form, is a proven way to build a strong brand image. There are many ways to consume content, but its delivery has to be consistent with the brand. By adopting a distinguished tone of voice and specific style, businesses can increase brand awareness, build customer loyalty, and begin to execute elements of their business proposition. Content marketing curates a reputation.
Emotion plays a significant part in the relationship between organisations and their customers - and brand storytelling is a perfect way to strike up this emotional connection. In addition to creating a meaningful rapport, brand storytelling has more benefits:
- Communicate a brand’s values and character.
- It makes a brand more relatable and memorable.
- Standout from competitors.
SEO and PPC Brings Visibility
Do you want your company’s business proposition to be seen by your target audience? SEO managers and PPC consultants have strategic solutions to do so.
The importance of ranking highly on Google can’t be overstated - Google accounts for over 92.47% of global web traffic. Ranking on Google through SEO takes time, but once a page is ranked, it’s generally a stable traffic source.
However, for a more immediate solution, PPC services can secure visibility by buying ad space for targeted keywords. It also allows for a targeted approach that reaches particular demographics. To demonstrate PPC’s scope, the Google Display Network reaches 90% of users worldwide.
Social Media Engagement
Social media platforms allow organisations to interact with their customers, which is vital for conveying a business proposition. Facebook is still a major platform, with videos receiving four billion views daily. As mentioned, social media executives must keep abreast of the latest trends. Therefore, they must capitalise on the fact that X posts with gifs receive 55% more engagement than those without.
Social media’s influence and potential for new customers is huge. As of April 2024, there are an estimated 5.07 billion active social media users, representing 62.6% of the world’s population. Furthermore, ads on X can reach 554.5 million people. This is a phenomenal number, and one in which businesses should do their utmost to tap into.
Final Say: Digital Marketing Jobs Aiding Value Propositions
A clear business proposition acts as the foundation for a successful company. It identifies a target audience, finds their pain points, and provides solutions. It also allows an organisation to illustrate the unique benefits it has to offer and why it’s better than its competitors.
When a proposition has been finalised, a digital marketing team can implement it with their expertise. SEO managers and PPC consultants work to enhance visibility, content creators and SEO specialists combine to produce written content that ranks in Google, and social media executives work to build a reputable online presence. It’s evident that a range of digital marketing roles brings a host of benefits.
We’ve Got Innovative Digital Marketing Recruitment Solutions
At W Talent, we’re unique in more ways than one. We have the flexible nature of a startup but with the financial support of a larger organisation. Our people-centric approach means we provide talent that we believe would be a professional fit and a personal fit. Our team of experienced consultants has access to a deep network and can support the needs of emerging startups and multinational corporations.
Visit our dedicated digital and marketing page to learn more. Alternatively, you can connect with us by clicking here.