Every time one of your customers interacts with your company in person or online, you are shaping part of their experience. Consistent messaging across platforms is essential for building a strong brand. It also helps you craft messaging that resonates with your target audience. Use a marketing messaging strategy to craft sales pitches and strategic conversations for your prospects and customers that inspire them to buy your goods or services. To do so, follow these steps.
Step 1: First Know Yourself
Knowing your business and what makes it stand out is the foundation for building your marketing position strategy. You can get to the root of your business by asking yourself these questions:
- What are the features and attributes of my product or service that are most important to customers?
- What are the functional benefits of my product or service?
- What are the emotional benefits of my product or service?
- What are my company’s core values?
Answering these questions will help you build marketing messages based on what your customers value most about your products and services. These questions will also help you identify how you stand out against the competition so you can highlight what makes you different in your marketing messages. Your unique value helps you build your marketing position strategy and consistently use marketing messaging best practices.
Step 2: Know Your Audience
The key to sending the right message to the right customers is to know your audience. When you know who you’re talking to and what they value, you can create messages that help them remember your products or services when making their next buying decision. It also helps you create impactful and inspiring business storytelling for your customers and prospects, convincing them to choose you over your competitors.
In addition, you should have different messaging elements for segments of your audience. How you tell your story to customers will vary slightly from what you say to leads and prospects. Your storytelling will also differ based on your customer demographics.
A marketing persona is a fictional representation of your target audience. It gives you an idea of your primary target segments and how they interact with your brand. You create them by taking similar characteristics of your ideal customers and using them to render a person who would fall into that audience. Your marketing personas won’t represent actual people, but they will be based on similar characteristics of your core customer groups. You’ll create more than one group based on various target segments of your audience.
Developing a Marketing Persona
Market research is a crucial part of creating marketing personas. You can use these resources:
- Customer surveys
- Customer interviews
- Keyword research
- Website analytics
- Social media interaction
- Industry research
- Existing market research for your industry
Customer Interviews and Surveys
Start by evaluating your current customers. Choose the customers who spend the most money with you and those who’ve been with you the longest. See if they share any characteristics and make a list of similar traits.
You might find that your best customers live in the same area, work in similar fields, are the same age, and more. If you’ve already completed customer feedback surveys, look for those who are highly satisfied with your business and note any characteristics they included on the form. Use open-ended questions to identify common pain points and highlights of your business.
If you don’t have satisfaction surveys, you can always talk to your customers. Ask them to share their pain points and how your product or service helps ease them. Have them share what they value most about your product or service and why they chose you over your competitors. You can also send a survey to your email list for feedback and use the results to create your target personas.
Along with market research, use website analytics and keyword research to find what drives people to your website. These tools can help you identify how people find you online, which gives you an idea of their pain points.
Look through interactions on your social media feeds and search for people who mention you on the internet to see if you can find commonalities within these interactions. Use customer questions, reviews, and other relevant topics to help flesh out your personas.
Supplement your customer research with data from industry publications and other published research. Studies in your industry can help you identify useful customer trends to create your customer personas. You can also look for insights from demographics, pain points, communication preferences, geographic locations, and other important data points.
Step 3: Use Consumer Insights to Drive Messaging
When you’ve completed your market research, compile the data and use it to create customer personas. Identify commonalities like where your target customers live, their age, where they work, and how they like to communicate with your brand. These insights will help you draft a marketing messaging strategy that tells your target audience what they want to know. Use keywords that speak to them and pique their interest.
For example, if you’re a SaaS company that offers scheduling and communication software for companies of all sizes, your market research might show you that your best customers are small business owners with 10-150 employees. Your interviews may show that these customers value the ability to connect teams across multiple locations in many time zones, letting them seamlessly collaborate on projects.
In this instance, your marketing messaging strategy for this persona would be aimed toward small business owners who want to improve their team’s productivity.
Step 4: Tell Your Story
Once you know what will resonate with your target audience, you can tell your story in a way that appeals to their needs and values. Business storytelling is an art by which you create relatable messages. Knowing yourself and what you offer as well as your target audience and what they value makes this process easier.
When developing your marketing messaging strategy, aim to craft messages that are gripping and memorable. Your goal is to appeal to those who are most likely to buy your products and services. Whether you’re crafting messages for email marketing, SMS communication, digital ads, social media messages, or content creation, you will know what keywords to use to drive traffic and meet your marketing goals.
How Aktify Can Help You Implement Your Marketing Messaging Strategy
Aktify offers AI tools that can help you automate your customer service. Once you have created your strategy, you can use these tools to create seamless conversations with new prospects and existing customers. Use our tools to automate prospective messaging and identify qualified leads for your sales team.
These tools also personalize data based on verified customer contacts. Our AI-based platform learns language with each interaction and uses it to help guide your prospects through the sales funnel. You can communicate with customers through SMS, email, chat boxes, and more using tailored language that appeals to their needs.
You can automate the early parts of the sales funnel while maintaining the integrity of your messaging. Plus, your sales team will be free to follow up with qualified leads, using your marketing messaging strategy to guide their conversations.
Learn how we can help you automate your marketing messages by contacting us today.