Value mapping is a critical step when it comes to narrowing down your target audience, identifying their biggest needs, and framing your solution in a way that will resonate with their situation.
Last week, we broke down psychographic marketing and the process of mapping your target audience’s pains, gains, and jobs. In our latest article, we explore how to take this information and build your offering around the needs and goals of your target market.
By ensuring your solution is presented in a way that either…
- Relieves their pains,
- Creates gains for their business,
- Or lets them complete regular tasks in a better way,
…you can frame your offering in a manner that immediately provides value.
So, how exactly does value mapping work?
1. Demonstrate Your “Pain Relievers”
Now that you’ve identified your market’s top pain points, you can frame your solution in a way that relieves these pains. First, narrow down your “pains” list to the top three or four pains that are most common, widespread, and impactful in your target market.
Think of the emotions that come with these pains…
Once you can connect an emotion to a tangible problem or issue they are experiencing, your messaging is MUCH more likely to resonate with the audience.
From there, your task becomes to demonstrate how your solution can resolve this pain.
Are your prospects feeling stressed and overwhelmed because of budget cuts and too many internal systems?
Maybe your all-in-one system will save them time and money on legacy software that doesn’t fit all of their needs…
Are they exhausted from working 80-hour weeks because they can’t effectively outsource or delegate tasks?
Maybe your team of on-call freelancers can handle all of their hands-on creative work that managers and owners simply don’t have the bandwidth to complete…
This is how you connect your offering with their specific pain point, demonstrating how your solution will make their life easier.
In terms of creating your content marketing strategy and choosing your first content topics, this approach to value mapping and content creation will help ensure every piece you create delivers value for your audience.
Each individual pain-relieving feature of your solution becomes a perfect topic for a content piece — one that can then be shared with your target market throughout multiple avenues to generate leads.
Especially for complex solutions or for prospects who haven’t identified their own pains yet, it is important to be as specific as possible when framing your offering.
Your “pain reliever” content pieces should be structured in a way that calls out:
- The audience’s specific pain point & related emotions,
- The underlying issue causing this pain,
- Your pain-relieving solution,
- And proof that your solution gets results.
Each content piece is a “bite-sized” portion of your solution, which makes it much easier for your audience to digest (compared to smothering them with 20 reasons why your offering is “the best”).
The result of this value mapping strategy is a series of content pieces that will connect with your audience on an emotional level and frame your offering as a solution to their biggest pains.
2. Showcase Your “Gain Creators”
When it comes to content creation, it’s not all about simply relieving your market’s pain points. The next step in the value mapping process is to showcase how your solution can create gains for your prospects.
So, what exactly are gains?
As we discussed in our last article, gains are what your market wants their business to look like in a “perfect world.”
Maybe they want to spend more time with their family…
Maybe they want the ability to trust their team and delegate work with confidence, so they can focus more on high-leverage tasks…
Maybe they simply want to be able to forecast revenue and expenses with accuracy…
Once you have a clear understanding of what their business looks like in their “perfect world,” you can showcase your solution in a way that contributes to this picture.
Like with your “pain relievers,” this process involves choosing the three or four most fruitful “gain creator” and building a content piece around each opportunity. With a similar framework to your pain-relief content, each piece should:
- Identify their current situation,
- Illuminate this “perfect world” scenario,
- Showcase how your solution will bridge the gap,
- And provide tangible results to prove your solution can achieve this gain.
This series of content will offer your prospects an optimistic picture of the future of their company — one that is supported by evidence such as case studies, testimonials, and any other evidence you can use to prove that your solution will create these gains for their business.
3. Pitch Your Products & Solutions
During the value mapping process, you outlined the day-to-day tasks performed by your target audience. By mapping out their most common jobs, you gain invaluable insight into how they spend their time. This gives you the opportunity to showcase your solution in a way that will make these daily tasks easier, cheaper, or more efficient.
If your solution can save your prospect time, money, or effort on a task that they perform every single day, the long-term impact of your offering will be immense. In these cases, it’s a no-brainer for most companies to buy-in to a product or service that will deliver this much value.
So, take a look at the jobs your target audience completes on a regular basis.
How can your offering make their everyday lives easier?
How can it save them time or money?
When illustrating the value of your solution related to their daily operations, case studies, testimonials, and product demos can be your most valuable assets.
Rather than telling them how your offering will improve their lives, show them how it already helped other business owners in the same situation.
For each job that your solution makes easier, faster, or more affordable, create a piece of content revolving around this use-case. Like with the pains and gains, do this for the three or four most common tasks that will resonate with your audience. The key here is to provide tangible, measurable results that can be achieved through their implementation of your solution.
Once you’ve gone through this comprehensive value mapping process, you will have as many as a dozen pieces of content built around the specific needs and goals of your audience.
From there, all you have to do is start distributing this content and nurturing your prospects until they see a piece that resonates with them enough to book a phone call.
Have you created a value map for your target audience? Did your content pieces resonate with your audience? What kind of results did you generate?
For more insights into how to create compelling content built tailored to your target market, book a Growth Call with our team below.