Johannes Hoech shares a post that identifies five key components of a strong marketing message.
Digital marketing techniques, like “Account-Based Marketing,” for example, heavily depend on high-quality content that can draw a crowd. Now, to stand out from all the other marketing content from organizations trying to get attention also requires offering compelling thought leadership content with a differentiated point of view that highlights your advantages, but without degenerating into a sales pitch.
Prospects typically start their “customer journey” by browsing the web for answers to their problems want to be informed and persuaded, and in control of when and how they are being approached. Rarely do they want to be sold to the right off the bat? For example, when’s the last time you clicked on a LinkedIn ad in your feed or accepted an invite from a pop-up chat window?
Considering those challenges, how effective is your marketing message? Creating a marketing message that differentiates your company’s product and services is one of the hardest things you will have to do. But formulating a highly differentiated message is essential in beating your competition, successfully swaying analysts and influencers, and making your online presence more compelling. When done well, highly differentiated messaging will drive demand and increase your market share.
In this blog post, we’ll go over five key things your B2B cloud software startup should consider when creating a message that will be compelling enough to be effective.
Knowing What Your Company Stands For
Shared values build relationships and are the power behind purposeful action. Of the consumers surveyed by Harvard Business Review, 64% cited shared values as the primary reason to have a relationship with a company. This applies as much to B2B as it does to B2C and is the very essence of a strong brand. Before you even start creating your message, you need to know what your company stands for. Why? Because those values will reflect in your voice, your visuals, and your interaction with customers.
Key points include:
- Listen to Your Sales Team as if They Are Your Customer
- Search Your CRM Tool for Purchase Patterns
- Answer the “So What?”
Read the full article, 5 Things to Consider When Creating Killer Marketing Messaging, on MarqetU.com.