In the digital realm, value takes on new forms and challenges as technology transforms the way we engage one another.
The arrangement of well-crafted pixels often determines value.
Your audience can communicate if they value your offer with a swipe or a tap.
Or they can just doom-scroll past your content.
Online you must navigate the intricacies of how to communicate the values that people want to consume.
In my article The Value Equation, I review how we start from an initial value exchange and grow to create value and loyalty.
I also discuss how Value = Ice Cream (crazy I know).
The only way to foster attention, and interaction, meet expectations, and eventually develop loyalty is by using specific "flavors" of value.
To get started we are going to discuss how to use perceived value, convenience value, and social value to create meaningful connections in the digital world.
These are three great ways to start creating your value stack.
Click below to explore these three "flavors" of value.
In the online world, perception is KING.
Perceived value is built by creating the expectations that you plan to deliver for your audience.
One of the best ways to do this is with your brand’s visual identity.
Your visual branding elements, user experience, and online presence can create the perception that you want your audience to believe.
If visuals aren't your thing, use well-crafted messaging to create your perception.
However the old adage of “show me, don’t tell me” applies best to perceived value.
Sometimes, your perception can be built by your audience.
If what you say about yourself starts to clash with what others say about you, your trust in meeting expectations will diminish.
So when creating perceptions, you might be tempted to bend the truth.
I advise you to always exercise truth in your advertisements and branding elements.
Dump the fake perception, and use creativity to cultivate a positive “value proposition” that speaks to your audience's aspirations.
People aspire to be healthy, wealthy, happy and have great relationships.
If perception is King, convenience is Queen. In the digital world, everything is accessible by pressing a few buttons. Need food, clothing, shelter, employment, friends, and family; all accessible by pressing a few buttons. And it is proven, the more efficient you can make the value exchange the better. So craft your messaging around the ease, accessibility, and efficiency you provide through your digital presence. Include factors such as a user-friendly website, intuitive navigation, and "set it and forget it" type routines. But don’t forget to state what you are helping your customer gain through convenience.
The most common expectations are to save time, and money, or lowering stress. Brands that prioritize convenience, can forge stronger connections with their audience by enhancing the overall user experience.
There is nothing like getting exactly what you want when you want it.
Let them enjoy the efficiency of your continuous value.
Okay if perceived value is King, and convenience value is Queen, then social value is the annoying royal sibling that just won’t quit borrowing your stuff.
In the digital world, social value refers to the reputation you have amongst your connections and community.
It is how you are known and the relevance of how you know others.
It is the building of belonging that a brand fosters among its audience.
It is the sharing of experiences with you, and participating in online conversations.
Successful digital brands understand the importance of building authentic relationships, encouraging user-generated content, and creating spaces for meaningful interactions.
Great social value can be built underneath your content in comments and privately in direct messages.
Bringing this back to the value equation, you are fulfilling the expectation for a sense of community.
Start creating content and messaging that is infused with empathy.
If this is done routinely by you and your audience, you are on the fast track to creating loyalty.
WARNING! Social value is a double-edged sword.
If you lean too hard into one group or identity, you can start to create a reputation for exclusion. Without even trying you can create a clique.
Cliques are great for emotional, financial, and crisis support.
But cliques can also block your ability to value exchange with people who do not identify with them.
Know your market and the diversity that exists within it.
Build social value that welcomes new people to connect with your brand and your audience.
In the context of brand growth, value can be stacked, just like an ice cream cone.
However, in the context of content development, having a singular idea of the type of value you want to create will guide you.
It will orient you to develop content that people will want to engage with.
In your next three content pieces, consider how you are offering perceived value, convenience value, or social value.
Remember, delivering value is an ongoing journey that requires continuous adaptation.
Do not be afraid to change when necessary.
Thanks for reading my notes.
This blog post is article 02 in the Value Series written by Good Luck Gabe