Reaching the right audiences with the right messages is fundamental for B2B marketing success. Without clear and consistent messaging, it can be a challenge to engage ideal buyers and highlight why your solution is the best one for them. That’s where a strategic messaging framework comes in. A messaging framework is a tool that helps embody and communicate your strategy and story across all different lines of business. A successful framework produces coherent and consistent messaging that resonates with target audiences, differentiates your organization from the competition and communicates key value propositions. Let’s dive into the four reasons why a strategic messaging framework is important for B2B marketing success and a few tips to ensure you build a comprehensive framework.
Company Messaging Showcases Your Brand
At the highest level, company messaging gets to the heart of what customers need and how your company’s product, service or solution meets those needs. Company-level messaging includes components such as a brand promise, positioning statement and a mission statement that speak to who your brand is and what you want to accomplish as a company.
Company messaging should also include brand pillars, which are a few of the most important selling points for your offering. When crafting these pillars, think of one-word descriptors that differentiate your brand from competitors, such as “revenue-centric,” “proven,” or “reliable.” You should be able to speak to each pillar with several supporting points that explain how your brand embodies this benefit.
It is important to remember that company messaging should be related to your organization as a whole. Consider interviewing key execs to build a cohesive understanding of the vision that went into creating the company. To keep yourself on track, imagine your brand pillars and supporting messages appearing on a website’s “About Us” page or a “What We Do” section. Messages should be succinct yet deep enough for prospects to know what your company stands for as well as what you do.
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Product Messaging Differentiates Your Offering
Product messaging dives deep into the key value propositions of your products or services. Each of your offerings should have unique product messaging that describes the individual features and especially the benefits users can expect from your solutions. For example, if you offer 24/7 live chat services, one of your messages might be: “Expert technical help at your fingertips, whenever and wherever you need it.”
Aside from discussing the benefits of your product or service, it is also crucial to convey what makes your solution superior to other options. To authentically show how your solution outshines others, you need to get a sense of where your competitors stand. Analyze your competitors. First, identify who your competitors are. Then, dig into their solutions. It is critical to uncover what their solution does that yours does not and the potential buying pain points prospects experience. These insights help you focus on certain components in your product messaging that differentiate it from competitors.
Persona Messaging Builds Connections with Audiences
Persona-level messaging takes product messages and customizes them to the unique pain points and needs of your different personas. These also serve as the talking points your sales team leverages when meeting new prospects and explaining the value of your offering.
An overlooked part of a strategic messaging framework is that to develop effective persona messages, you must first have well-developed buyer personas. Your buyer personas should cover a variety of information, including demographic, firmographic, behavioral and psychographic information. One thing to especially focus on is the persona’s pain points. These indicate exactly what the prospect experiences and can tell you exactly how to connect with them through your messaging. To validate your personas, meet with different groups in your organization, such as Sales and Support. They can provide insight into what messages resonate and spark engagement among buyers.
With your buyer personas cemented and corporate messaging crystallized, it’s time to synthesize those insights into cohesive, benefits-driven persona messaging. These boiled-down core ideas form the basis for your brand identity and should be essential ideas that ring true for website visitors, blog readers, webinar attendees and sales prospects alike.
Strategic Messaging Increases Conversions
Solid messaging will illustrate your knowledge and capabilities and exactly how your offering will positively impact your customers. As more B2B buyers go through a self-service buying process, it is more important than ever to prioritize strong messaging that meets them in their research and gets right to the heart of what they need and how you can help.
Developing a framework that intrigues buyers and serves as a reliable outline for internal teams will ensure your messaging aligns across channels and communications. A strong framework could be the difference between whether your target audience will choose your offering or turn to competitors. Keeping your messaging clear and customer-centric will initiate more conversions and help advance leads through the funnel to a sale.
Want to develop a cohesive strategic B2B messaging framework to help engage more prospects and drive conversions or looking for more B2B messaging tips? Contact us today or request a free marketing consultation.
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