Messaging is another core component of B2B marketing and is one of the most important things, along with buyer personas (which clearly define your target audiences), to formalize. Clear messaging helps all aspects of marketing remain focused on key value points and benefits. Understanding the basics of B2B messaging is critical to getting your marketing right. These three basics of messaging are important to understand to define messaging and focus marketing efforts.
1. Align Your Marketing and Sales Team
The messaging that you create and formalize will drive all marketing and sales efforts. Why is it important to have everyone aligned on unique value proposition, pillars and other messaging aspects? It gives marketers and sales what they need to create content, have sales discussions and convert leads into buyers. Without guidance and consistency on key points to include in content or convey to prospects, it can be difficult for audiences to understand what you are offering and what your company stands for. As buyer personas drive who marketing efforts are for, messaging directs who your company and brand are.
There are a variety of assets that your messaging can be included in. Here are some examples:
- Website content
- Marketing and sales collateral
- Social media profiles and posts
- Content marketing
- Demand generation campaigns
2. Clearly Outline Your Offering
As an organization, people need to understand what you do and who you help. Clearly outlining what services or products you offer and the intended audience allows those in the awareness and consideration stages of the buyer’s journey to know if your company would be a fit for the challenges they are experiencing. It might not be explicitly obvious from the company name, so including this is important. While ideal buyer personas and target audience are the core focus of who your products or services serve, they might not be the only ones. Considering those outside your normal base can help you reach prospects you might not have originally expected.
3. Pain Points as Elements of Messaging
While messaging differs for every organization, the goal is to connect with audiences. When creating buyer personas, you consider the pain points they have that make your offerings the right solution for them. Use those pain points as elements of your messaging. Because a majority of buyer personas experience these same pain points, the brand messaging, and content you create will easily connect with them. People want to consume content and interact with brands they feel a connection with. 81% of people reported that they need to trust the brands that they buy from and 77% of people buy from brands that share the same values as they do. Being able to connect and gain the trust of prospects through impactful messaging and shared values puts your organization in good standing.
Clear Messaging is Everything
Formalized, clear messaging is a foundational element of your B2B organization. Without it, it can be difficult to keep marketing and sales efforts aligned which causes the inability to deliver a clear position of what you do and who you help to the audience. Clear messaging can create more opportunities for leads, boost your marketing efforts and more.
If you’re looking for assistance in creating impactful messaging for your organization, contact us today or request a free marketing consultation. We are a B2B marketing agency in Austin providing B2B tech marketing services.