How to build compelling B2B brand messaging (part two of two)
In Part One, I talked about the first two stages of the messaging roadmap, ‘awareness’ and ‘interest’ and proposed tools for delivering tailored messages, as part of a communication strategy. In this article, I complete the loop by addressing the remaining two phases, ‘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.
Preference
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 target audience, how your offering is the most desirable 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.
Tools to deliver your Reinforcement messaging
The preference messaging will be delivered through your website, specification sheets, tailored presentations, and tender documentation. 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 prospects.
Remember, this is about how you measure up, as a perfect match to your customer’s needs, to be at the top of any tender list.
Action
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’ve 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’re addressing.
Tools to deliver your Value messaging
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.
Note that 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.
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