After you created your overall marketing strategy and defined the tools and channels you are using to communicate with your potential and current clients, the next step is to craft your marketing messaging. If you are unsure about how to create a marketing strategy, have a look at our recent post Essential elements of an effective marketing strategy.
To create a compelling message that reaches your audience and resonates with them, consider asking yourself the following questions:
- Who is your customer?
Before you start drafting your marketing messages, be clear on who are you communicating with. Define the key demographic criteria and the interests of your audience. Consider defining factors such as their key pain points, look at what motivates them and how do they communicate. These factors will impact the messaging you use and the way you distribute the message. It is equally important to segment your audience – consider the stage of their buying journey as it impacts the level of education required about your products and services. You will be able to establish that through their interactions with your business and their role, if your focus is B2B. Defining your key buyer personas and their standard behaviours and interests will enable you to create targeted communication strategies.
2. What is your unique value proposition?
In order to be understood by your audience, you will need to be clear on your unique value proposition and how your business affects the prospective customer. It’s not just about the features of your services, but the impact it has and the difference between your business and your competitors’. This is what makes your business stand out and proves to your potential clients that they should stop looking for similar products and services elsewhere. Be clear and link your value proposition to their key issues and interests. Once you defined your unique value proposition, tell everyone. Include it in all your communication, social media profiles, your website – where ever you can. It will raise awareness with those who don’t know you and remind those who do.
3. What results can you show?
Trust sells. If you can demonstrate that you have a proven track record of delivering results, this will add credibility and build trust with potential clients. Your audience will form their views based on the success of your business and its reputation. Collect data, feedback, testimonials, ask for recommendations and connect your potential clients with existing ones. Nothing sells better than a recommendation. Put together a portfolio of successful projects that you delivered and speak up about all the success you had. If you are unable to list customer names, explain what you did – it will still showcase your skills and the standards of your work.
4. What stories can you tell?
Storytelling is a very effective communication tool. As you are sharing real life scenarios, your audience will be able to relate to the aspects of the story and learn through your experience. Even better if you can link them to real names and numbers. Stories are also more likely to be remembered as well as shared, which means you will be able to get and keep your customer’s interest for longer.