B2B messaging should be passionate not apathetic. Messaging is like being on the dating circuit, and if you fail to shepherd your prospects through the different stages of communication and try to jump straight to pushing a sale, you’re essentially offering nothing...
B2B messaging should be passionate not apathetic.
Messaging is like being on the dating circuit, and if you fail to shepherd your prospects through the different stages of communication and try to jump straight to pushing a sale, you’re essentially offering nothing more than a ‘quickie’. Valued partners act as brand ambassadors – they are loyal and want to participate in your success story.
In Part one, I focussed on the first two stages of the messaging roadmap, ‘awareness’ and ‘interest’ and proposed tools of engagement for each. In this article, I complete the loop by addressing the remaining two ‘preference’ and ‘action’ explaining how you use them and what tools you might consider.
Once you’ve built brand familiarity and trust with your prospect through the first two stages, the next stage is to start guiding their attention to your remarkable credentials – which if you’ve done phase one and two correctly, will perfectly match what they are now looking for.
Let’s talk about you baby! At long last, it’s ok to talk about you and put your brand on a pedestal. The next stage of communication is all about defining in the mind of your Persona(s) how your offering is the most desirable option for addressing their specific needs. If you have spent time nurturing them through phases one and two, this will be a logical progression of the conversation. Think of it as the third date!
Tools: This preference messaging will be delivered through your website, specification sheets, tailored presentations and tender documentation. Indeed, most businesses will have this material in abundance – the problem is, you’ve probably been using it at the wrong stage of the relationship and in terms of content, it’s been developed with you and your interests at its heart, rather than those of your prospect.
This is the close, the finesse. 😉 So, at this stage, the prospect is considering two options – you and one other. Relentless telephone calls and emails are not going to nudge you over the line. This phase is about communicating the value you can add, the successes you have delivered to other businesses and shining a light on the advantage of working with you over anyone else – in specific regard to the problems they are addressing.
Tools: This is reasonably straight forward: case studies (both editorial & sales), LinkedIn references, Social Video, co-authorship focussing on success stories and success metrics – while bringing your company’s personality and values to life.
Please note every company’s messaging will differ. Once you have clear messaging, you can apply it methodically – creating a coherent customer journey. This provides a logical and realistic purpose to your marketing activities with the bonus of your leadership team being engaged and immersed in the process because they were engaged from the start. The outcome therefore is more engaging communication that delivers greater impact, longevity and effect.
EC-PR’s B2B Messaging Lab delivers bespoke workshops to facilitate the development of your communication strategy.
Find out more about Our Approach to B2B Messaging Development for B2B Tech businesses in our article, “Why your B2B Tech Business Needs a Communication Strategy“
If you are ready to start applying your Comms Strategy within all your Marcomms collateral then you need The Forge. This integrates PESO modelling to measure the use, reach and integration of activity.