Between emails, social media, video and online ads, the amount of noise hitting your potential clients is louder and more frequent than ever. Most of the noise isn’t even relevant to their needs, which makes it all the harder for them to learn about the things they care about and need.
Strong B2B messaging can help you stand out from your competitors and reach your clients with strong positioning, simple calls-to-action and impactful content. By adopting a single set of messages that are repeated across all your marketing channels, you will guide your target audience to the behavior that you want them to engage in, and help them find the specific solutions they have been looking for.
Why Is Messaging Strategy Important?
Being strategic about your B2B communication ensures that your potential clients get consistent messages across all your platforms. Regardless of whether or not they first encounter your organization on your website, on social media, by email or advertising, they see the same coherent message that you strategically developed.
When you develop strong messaging, you can establish a connection between your brand and your audience by providing detailed, valuable content they’ll find compelling and relevant. This is why buyer persona development and research is so important: if you don’t know who your target audience is and what they care about, it will be much harder to reach them. By being informed you can closely tailor your message and strategically guide your target audience along the buyer’s journey bringing you both one step closer to building a mutually beneficial relationship.
Most importantly, a strong B2B messaging strategy turns your audience from strangers into knowledgeable consumers. They feel inspired and intrigued by your message and they know you exist to fulfill a need or pain point they have.
Your potential customers can’t buy from you or influence the decision makers in their organization if they don’t know why you exist, and messaging gives them that “why.”
The Fundamentals of B2B Messaging
While there is no standardized way to develop your B2B messaging strategy, there are four fundamental elements that should be incorporated into your process to ensure your message is powerful, effective and impactful:
When developing a B2B messaging strategy, you must have a clearly defined purpose for each element that it is comprised of. Adopt a single set of messages that can be adjusted and used across all of your marketing channels, creating a cohesive experience for your target audience.
Don’t get tempted to “change it up.” As marketers, we can get tired of our message before the market has had a chance to really see and absorb it. Consistency is key to building brand awareness and helping your potential clients understand what you are all about. You don’t have to repeatedly hammer them with the same sentence over and over, but make sure that the most important elements of your message are repeated as often as possible.
A good messaging strategy will have a framework that breaks down the information you want to communicate into different levels of complexity. That framework should also be hierarchical to match where your potential customers are in their buyer’s journey.
If they’re in the discovery phase, you may want to consider creating online ads (via Google AdWords or Bing Ads) that direct them to your products/services page to generate awareness. Have they already visited your site? Consider serving them retargeting ads that encourages them to return to your site to download a piece of content such as a case study or eBook or request a product demo.
Your early stage audience should receive messaging that is consistent and easily digestible then as they move further down the funnel you can serve up more in depth content.
Simplicity is key. Your message should be honest and clearly represent your company as well as be relevant to your target audience. It’s hard to develop a message that resonates well if it is too busy or tries to say too much. Avoid getting attached to the clever ideas and expressions you develop in the brainstorming process, because, while they may seem clever to you, they may not have the same impact on an audience with no context. It’s all about the 3 C’s – make sure your message is crisp, concise and clearly articulated.
If your message is focused and based on research about what your target audience is moved by, it will stick with them and get them interested in learning more.
Without a strong B2B messaging strategy, it will be all too easy for your content to get out of sync across channels, dilute your value adds and frustrate your audience with lack of clarity and understanding.
Sticking to these tried-and-true fundamentals will ensure that your messaging efforts are on-point and optimized to move effectively your leads down the sales funnel.