Messaging matters: 6 steps to define your key marketing messages

2018年4月10日
 

I have children, so my “vacation” plans are typically driven by their needs. 有地方燃烧能量吗? A restaurant where occasional screaming is acceptable? 某种迪士尼景点?

When I recently had the chance to escape for a few days 没有 我的孩子,我的“需求”发生了巨大的变化. 有酒吧吗?? 有游泳池吗?? Is there someone who will carry drinks from the bar to where I’m sitting beside the pool? 

我得到了我想要的. 太阳:检查. 池:检查. 酒吧:检查. But our hotel at the end of a street otherwise populated by spring breakers had also built its brand around the arts, 这吸引了我, 几乎和泳池边的莫吉托一样多. (几乎.)

There were artists’ interpretations of select poems hanging in the hallways. There were mini curated libraries in the common spaces. The courtyard housed iron sculptures featuring prose about the sun and the sea. And the hotel had a room set aside where writers come to rest and work. 

有人在营销团队 清晰的买家形象 看起来很像我, and they had mapped everything from design to service to messaging to that persona. “Where culture and creativity meet” was among the key messages I saw in every nurturing email before I arrived, and every communication I received after I left. 

B2B品牌的关键营销信息

We don’t work with companies that sell sunshine and rum, so what does this example have to do with business-to-business branding and messaging? There is a human being at the center of my story, and there should be a human being at the center of B2B品牌信息,以及.

My buyer persona was parent-who-fancies-herself-a-creative-type-and-is-splurging-on-a-rare-vacation-没有-her-children. The buyer persona you need to reach might be frustrated-manager-who-knows-he’s-capable-of-more-if-only-he-could-automate-these-time-consuming-IT-tasks. Or perhaps, IT-security-leader-losing-sleep-over-cyber-breach-risks. 无论你理想的买家是什么样的人, you can bet emotion somehow factors into the messages that will determine whether they buy from you or from your competitor.

They want some task to be easier tomorrow than it is today. They want to be viewed differently within their organization and need help to make that happen. They’ve been charged with a challenge they’re not sure how to overcome. 

Understanding which force is driving your potential customer is a critical first step to infusing 关键信息进入你的营销策略. 

6 Steps toward drafting the right marketing messages

关键消息创建内聚性, help define your focus and serve as the cornerstone of your branding, 市场营销与内部沟通. 它们确保了准确性和一致性, help spokespeople stay focused during media interviews and provide a gauge to measure marketing success.

But defining your company’s messages can be a daunting task.

Start with these six steps to identify your differentiators and the value proposition that makes your company unique: 

  1. 确定你的目标受众. Once you’ve identified a few key personas, start “interviewing” them. 他们的痛点是什么? 他们的希望是什么? 他们害怕什么? 他们认同哪些品牌? How do they see themselves within their organizations? Are there phrases to which they’re likely to respond? The answers to these questions should infuse your messaging. 

  2. 回顾公司的目标. Before you spend time honing your key marketing messages, it’s important to understand what those messages need to achieve. 如果你的公司刚刚起步, 你的主要目标可能是建立品牌, so key messages should be long-term to support the brand image you want to convey. Or, your company may be branching into a new market segment, in which case, your key messages should communicate the company’s expertise 以及市场中的信誉. 

  3. 确定你的主要价值和利益. 这是一个好的关键信息的关键. 你的业务或产品有何不同? What special capabilities, expertise or accolades set your company apart? How do you do what you do better/faster/smarter/cheaper than the next guy? Synthesize these benefits into one or two sentences to help your audience understand what’s in it for them. 

  4. 研究竞争对手的信息. 这是 研究,而不是复制. It’s important to understand what your competitors are saying – and what seems to be resonating with their customers – to ensure your messages are hitting the right points and to counter their claims. If Company B says its solutions are the most advanced on the market and help your target buyers look like rock stars at work, 你的信息应该揭穿这种说法, while emphasizing what sets your offerings apart. 你有大量的数据要梳理, from competitors’ website to PPC ad copy and performance to trending content.

  5. 头脑风暴与你的品牌相关的关键词. 当人们想到苹果, the words that come to mind may include innovative, 无处不在的和轻松. What words do you want your audience to associate with your brand? Gather your team and throw out all the words and emotions relevant to your company, 产品和任务. Then refine the list until you arrive at a handful of descriptive, 将有力的话语融入你的关键信息中.

  6. 测试,测试,测试. Once you’ve developed your messages, it’s time to test them out. 工作 the messages into written materials and conversations internally and externally. 这些信息是否容易传达? Do they sound as strong verbally as they do on paper? 他们有什么不正当的反应? Take the time to test and hone your messages until they’re perfect, and then roll them out across your organization.

Key message development is a time-consuming process, but it’s one that should be done before you embark on any other part of 你的营销和沟通努力 -包括您的网站, 你的内容和社交媒体策略, 你的媒体关系拓展等等.

 

获得指导:如何发展买家角色

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