Between email, social media, videos, and online ads, the sound that audiences and your prospects get is more common than ever. The need to deliver relevant and impactful messages is becoming increasingly important. Compelling B2B messages can help you stand out from your competitors and reach your customers with strong positioning, simple calls-to-action (CTAs), and impactful content. By using consistent messaging across all of your marketing channels, you will guide your target audience towards the behavior they should engage in and help them find the specific solutions they have been looking for. These four points are important to make sure that your B2B messages are getting the right impact on the right audience.
1. Be consistent
The strategic alignment of your B2B communication ensures that your target group receives consistent messages on all platforms. Whether they first meet your organization on your website, on social media, through email, or through advertising, they will see the same coherent message that you strategically developed. Companies that present their brand consistently across platforms can increase sales by up to 23%. When you develop strong messaging, you can create a connection between your brand and your audience by providing detailed, valuable content that is compelling and relevant to them. Consistency is key to building brand awareness and helping your audience understand what you are about. You don’t have to retransmit them in the same messages, just make sure that the most important elements of your message are repeated as often as possible.
2. Be informed
Understanding what your target audience and potential buyers are looking for will help you determine what messages to create and deliver. This is why the buyer personality development and research is so important. By learning about the characteristics of your buyers, you can fine-tune your message and strategically guide your target audience along the buyer’s path. Most importantly, a strong B2B messaging strategy will turn your audience from strangers to knowledgeable buyers. They feel inspired and mesmerized by your message, knowing that you exist to meet a need or pain point that they have. Your potential buyers cannot shop from you or influence decision-makers in their organization if they don’t know why you exist, and messaging gives them the “why”.
3. Be purposeful
When developing a B2B messaging strategy, you need to have a clearly defined purpose for each element that makes it up. Adopt a single set of messages that can be customized and used across all of your marketing channels. This creates a cohesive experience for your target audience. A good messaging strategy has a framework that breaks the information you want to communicate into different levels of complexity. This framework should also be hierarchical to take into account where your potential customers are on their buyer’s journey. Different phases can best be reached with appropriate messages. Making sure buyers are consuming the most relevant message at their location is key to getting them down the funnel. Pay attention to which messages are transmitted at what times.
4. Be authentic
Your message should be honest, clearly represent your company, and be relevant to your target audience. Make sure your message is clear and concise. Audiences want your message to be easy to understand, and if this is unclear it can lead to confusion. Authenticity also encompasses the core values of your company. Prospects will further increase their trust in your brand when your core values flow into your messages. You get the full experience and understanding of what you stand for. If your message is focused and based on research into what moves your target audience, it will stick with them and get them to learn more about it.
Without a strong B2B messaging strategy, it’s all too easy for your content to get out of sync across channels, diluting your value creation, and frustrating your audience with a lack of clarity and understanding.
Sticking to these proven basics will ensure that your messaging efforts are on point and optimized to effectively move your leads down the sales funnel.