Having a clear and coherent message is one of the most important aspects of any digital marketing campaign. However, it is not enough to crank out some copy, put it on your website, and hope for the best.
Marketing Messaging Defined
Messaging means explaining your offering in a clear, simple, concise way – and ideally (from a digital marketing perspective) using terms your target audience uses in online searches.
The best messaging includes statements that speak to:
- What we do (products and services)
- What we do for you (problems we solve)
- Who do we do it for (target markets and personas)
- How we are different from the competition (in areas that your prospects care about)
- Why we do it (our story)
Your messaging must align with your target markets, as well as the personas within these market segments. This means understanding what they need, what they want, and what drives their decisions. Understanding these aspects can takes time and research. If you have a sales team, be sure to get their input.
From an effectiveness standpoint, the tighter you define your target markets and the primary products (note: we will use “products” to mean products and/or services) you intend to promote, the clearer your messaging will become. Defining your market segments and products is a precursor to any marketing messaging exercise.
Differentiation – Unique Sales Proposition
Similarly, you must identify your competitors. If you want to differentiate yourself, you must define who you are differentiated from. Defining your target market and primary product for that market makes it easier to define your competition.
Messaging – Where to Start
Defining market segments vs. products/services is not a linear process. For example, if you start by considering your most popular products, that, in turn, may define your segments.
The converse is also true. Starting by defining your preferred market segment will, in turn, define your ideal product portfolio.
There is no right or wrong answer on where to start, only that these segments, products, and competition must be evaluated together for your messaging to make sense.
Continue reading as we examine the six critical aspects of successful messaging and how you can align your messaging with your target market segments.
1. Simple Description of Your Product or Service
Use clear, concise, and straightforward language to describe the products and/or services you provide. Keep your description simple and avoid using too much company, technical jargon, or TLAs (three-letter acronyms). If you do use acronyms, be sure to include an explanation.
Instead, use clear and straightforward language that showcases how your product or service solves a problem. Your messaging should focus on the benefits to the customer, not just the features.
2. How You Solve Your Client’s Problem
Once you clearly describe what you do, it’s essential to show how you can solve your customer’s problem.
This means understanding your target personas’ pain points. You need to articulate the value of your product or service to your customer’s needs. The more you show that you understand their challenges, the more likely they trust you can help them.
3. How Your Solution Adds Value
Your messaging should be focused on the value you provide to your customers, not just the price of your product or service. This means highlighting how you can make their life easier, save time, or reduce costs. Your messaging should be about the value you can add to their business.
4. How Your Solution Is Different and Better Than the Competition
Your messaging must articulate how your product or service differs from your competitors. This means highlighting your unique selling proposition (USP).
Your USP is the combination of things that sets you apart from your competition. It’s what makes you different, and it’s what makes you better. Your messaging should focus on this unique aspect of your offering and how it can help your customers.
The USP is rarely one thing alone. It is typically a combination of your products, processes, and other capabilities. The weakest form of differentiation is the lowest price. Any competitor can undermine that differentiation at the stroke of a pen, which becomes a race to the bottom on profitability.
5. Consistent Messaging at All Customer Touchpoints
Your messaging should be consistent across all your customer touchpoints. This means your website, marketing materials, sales calls, and customer service. Every interaction your customer has with your business should reinforce your messaging. This helps to build trust and credibility with your customers.
Failure to achieve consistency can stall sales negotiations while prospects try to figure out which story to believe.
6. Your Messaging Should Set Expectations About the Next Steps
Your messaging should set expectations about what comes next. This means articulating what the customer should do after engaging with your product or service. Whether making a purchase, contacting customer service, or sharing their experience with others, your messaging should guide them toward the next step.
Having a clear and coherent messaging strategy aligned with your target market segments is crucial for the success of your marketing campaign.
By following these six critical aspects, you can create messaging that resonates with your target market and builds customer trust and credibility. Remember, your messaging should focus on the value you can bring to your customers and how to help solve their challenges. Doing this allows you to connect powerfully with your target market segments and set yourself apart.
Ready to take your marketing campaign to the next level?
Contact Ocean 5 Strategies, an award-winning digital marketing agency in Washington, DC, to learn how we can help align your messaging with your target market segments for maximum impact. We provide tailored solutions to meet marketing goals. Contact us today.