B2B Marketing Ideas: Developing Effective Marketing Messages
The best messaging strategy is a multi-leveled one that covers a range of the advantages your company offers. Why? Because using multiple messages promotes multiple advantages to your prospects. After all, you can’t be sure which benefit will resonate with which decision maker. Here is a brief overview of our message development technique:
Core Corporate
A company’s core corporate messages are those that promote your general advantages that could connect with any potential customer, such as:
- Company story
- Company core values – your mission statement
- Product/Service features and benefits
The advantages developed in this messaging strategy should be relatable to any prospect – and while they might be considered clichés, never assume that they aren’t important and don’t need to be stated.
Target Market
Unlike core messages, target market advantages focus on one market and the advantages you offer it. For example:
- Solutions
- Factors that drive purchasing decisions
- Overcoming specific objections
- Verifications messages – testimonials and case studies
Target market messaging is a powerful way to demonstrate your expertise in a market and prove you understand its challenges.
Need more marketing ideas? Contact Conach.