Online education is a booming industry, but it also faces fierce competition and diverse customer needs. How can you craft a compelling value proposition that resonates with your target segments and channels? In this article, we will explore some key steps and tips to help you create and communicate your online education value proposition effectively.
The first step is to understand who you are serving and how you are reaching them. You need to segment your market based on relevant criteria, such as demographics, behaviors, goals, challenges, and preferences. You also need to identify the channels that you use to deliver your online education, such as websites, social media, email, webinars, podcasts, or blogs. Each segment and channel may have different expectations and requirements for your online education offer.
As an educator, I adapt my online education value proposition to different segments and channels based on my target audience(s). The first questions I ask myself are: “Whom am I speaking to?” and “Whom do I want to speak to?” Both questions are essential because I am not just asking whom I am speaking to but also whom I desire to speak to makes a profound difference in how I approach writing the educational content I am producing. For example, when I first began authoring programs for DREAM Verve?, I didn't consider a separate executive curriculum. As a result, I authored the DEIB Odyssey Planning? for Executive Leadership Program? for executives crafting a DEIB strategy that blends the foundations of Odyssey Planning through a DEIB lens.
The next step is to define your value proposition, which is the unique benefit that you provide to your segments and channels. Your value proposition should answer three questions: What problem do you solve for your customers? How do you solve it differently or better than your competitors? Why should your customers trust you and choose you? Your value proposition should be clear, concise, and compelling, and it should highlight your core strengths and differentiators.
For a brand message that's different & stands out, you must ask yourself different questions than the competition are asking themselves. We like to ask questions such as: 1) What’s your biggest complaint about your industry? 2) What’s wrong with the way your industry operates that you want to fix? 3) What is the most confusing thing about your industry to you? 4) What are customers that need your service most confused by? 5) What misconceptions do people that need your service have about it? 6) What aspect of your service are you most proud of? 7) What is the most common praise you receive from clients? 8) Why should someone NOT use you This passion can then be converted into a value proposition that feels unique & authentic
The third step is to test and validate your value proposition with your segments and channels. You need to gather feedback and data from your customers and prospects, and measure how well your value proposition resonates with them. You can use various methods, such as surveys, interviews, focus groups, landing pages, or A/B testing, to test and validate your value proposition. You should also monitor your key performance indicators, such as conversion rates, retention rates, satisfaction scores, or referrals, to evaluate your value proposition's impact.
The final step is to adapt and optimize your value proposition based on your test and validation results. You may need to tweak or refine your value proposition to better suit your segments and channels, or to address any gaps or weaknesses. You may also need to create different versions or variations of your value proposition for different segments and channels, depending on their specific needs and preferences. You should always strive to improve and update your value proposition as your market and customer feedback change.
The last but not least step is to communicate your value proposition effectively to your segments and channels. You need to use clear and engaging language, visuals, and stories to convey your value proposition to your customers and prospects. You also need to use the appropriate tone, style, and format for each channel, and align your value proposition with your brand identity and voice. You should aim to create a consistent and memorable impression of your online education offer across all your touchpoints.
Your value proposition is not a static statement that you write once and forget. It is a dynamic and evolving message that you need to review and revise regularly. You should always keep an eye on your market trends, customer feedback, competitor actions, and channel performance, and adjust your value proposition accordingly. You should also seek new opportunities and challenges to enhance and differentiate your online education offer, and update your value proposition to reflect them.
In time, results are something you can and should incorporate into your value proposition. What were the results for those that completed the education? How do results for those that have completed the education compare to those who have not?
Building and communicating credibility is key. Associating with existing channels that have a voice in your space is one way to go about it. The other is testimonials and other things that attest to your course. Working with well known platforms would definitely guarantee some standards. Lastly, what to they want to achieve with this learning, and how do you assist this transition should be something you also consider.