Communicate Your UVP Across All Customer Touchpoints

Welcome to this week's edition of The Build Up, where I share fresh ideas and strategies for B2B executives and marketing leaders. My goal is to provide you with actionable insights to stay ahead in the ever-evolving business landscape. - Tobias

Inside this edition:

• Communicating your UVP

• AI for marketing

• Watch out for new phishing campaigns

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BEST OF THE WEEK

• ChatGPT search officially launches (MarTech)

• How to use AI for Marketing (Aimers)

• Midnight Blizzard conducts large-scale spear-phishing campaign (Microsoft)

• What’s next for Google’s third-party cookie saga? (MarTech)

• 5 Bright Ideas To Help Your Content and Marketing Shine in 2025 (Content Marketing Institute)

PARTNER MESSAGE

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THE DEEP DIVE

Last week, we talked about defining your Unique Value Proposition (UVP). That's a big step.

But knowing your UVP isn't enough. You need to share it.

Today, let's focus on communicating your UVP across all customer touchpoints.

Why This Matters

Your UVP sets you apart. It's why customers choose you.

But if they don't know your UVP, it can't help you.

Every interaction with a customer is a chance to reinforce your UVP.

From your website to customer service calls, every touchpoint counts.

Identify Your Touchpoints

First, list all the places where customers interact with your brand.

This could be:

• Your website

• Social media

• Emails

• Ads

• Packaging

• Customer service

• Sales meetings

Anywhere a customer connects with you is a touchpoint.

Integrate Your UVP

Now, weave your UVP into each touchpoint.

On your website, make sure your UVP is clear on the homepage.

In social media profiles, include your UVP in your bio.

In emails, reinforce your UVP in your signature or opening lines.

Ensure your ads highlight your UVP.

Train your customer service team to echo your UVP in interactions.

Be Consistent

Consistency is key.

Use the same messaging across all channels.

This builds trust and strengthens your brand.

If your message changes, customers get confused.

Confusion leads to doubt.

Measure and Adjust

Pay attention to how customers respond.

Are they engaging more?

Are they mentioning your UVP back to you?

If not, you may need to adjust your messaging.

Keep refining until it resonates.

The Bottom Line

Your UVP is powerful.

But only if customers know about it.

By communicating it consistently across all touchpoints, you reinforce your value.

You stand out.

You attract the right customers.

LOOKING FOR MORE?

• Feedback or questions—reach out directly at [email protected].

• Need help with your marketing strategy? Register for a 90-minute strategy call with me.

• Looking for a fractional CMO? Visit The Chief Marketer to learn more about my fCMO services.