Marketing Messaging Strategy: It’s not just the look, it’s the fit

It’s frustrating, isn’t it? You’ve worked so hard to get your website looking fantastic, polished your ads, made your promo video Oscar-worthy, and launched your outreach campaign. But, for all that effort, there are no leads coming in. Why!? There could be a variety of reasons for this, but often it comes down to a gap in your marketing messaging strategy.

With marketing isn’t always the look, sometimes it’s the fit. So how do you ensure your message is the right fit?

Don’t skip the marketing messaging strategy

We know marketing takes time. Sure, AI can help you speed things up, generating copy, images, videos and more. But all this content you’re creating, are you doing it with your customer in mind, or your product? If it’s the latter, we’ve likely found the issue.

Your customer should always be front and centre, and it all starts with your marketing messaging strategy. To get this right you need to:

Understand who they are

Delve into your customer groups. Chances are you will have more than one type of customer. So, create profiles for each group to understand their pain points and how your offering helps.

Understand what’s important to them

Is it having more time, or reducing costs, or are they focused on the quality of the product they are purchasing? We all have different ideas of what’s important to us. Uncover these priorities so you can weave them into your messaging.

Understand when the best time is to communicate with them

There may be a natural buying cycle for the type of product, service, or solution you provide. For example, after an exhibition, marketing teams often review the event. If you offer a registration platform, that’s a prime moment to get them to consider your solution (although hopefully you would have done awareness marketing beforehand to warm them up!).

Understand what the customer journey will be

The B2B buying cycle is traditionally a long one. Especially if you need to go through a procurement process such as an RFI and/or RFP. If you can map out the entire process, from awareness, through to interest, engagement, and purchase, you can then ensure you have the right messaging for each stage. Only don’t forget the post-sale stages, they’re just as important for retention and advocacy.

The right audience, the right message, the right time

This is what it all comes down to at the end of the day. Your marketing messaging strategy should be part of your overall marketing strategy, feeding into it. If you’re skipping this step then you’re missing a whole part of the process.

By fully understanding your customer, you can craft value propositions and unique selling points that lead to messaging that truly resonates. When this messaging is combined with the knowledge of the right time for your outreach, you’ll be hitting the sweet spot.

Of course, sometimes the closer you are the less you see. If you feel you need a hand with this and would like an outside perspective, give us a call. We’d love the chance to understand your company, customer, and market.