These are the questions you should be asking yourself when it comes to brand messaging
Every B2B marketer knows it’s a crowded marketplace out there. It can be tricky to craft a narrative that sets your brand apart from the rest – but to thrive, it’s essential.
To help you turn heads, engage your audience and boost your bottom line, here are four questions to bear in mind when crafting your messaging strategy.
What space do you currently occupy in the market?
This should be one of the first things you define when thinking about your brand messaging. No matter the product or service your brand offers, it’s crucial to understand the unique value you bring to the market – and where you sit in relation to your competitors.
Gauge how the competition speaks to their audiences by conducting an audit of their various online platforms and touchpoints (or get an award-winning B2B agency like us to do it for you). Anything they’re not doing, doing too much of or even doing well will provide a valuable tidbit of information that you can use to shape your own approach and ensure you stand out.
What are your buyers’ pain points – and how do you provide solutions?
In a 2023 B2B Brand And Communications Survey, 44% of marketing leaders acknowledged that their messaging fails to address the needs of audiences. That means nearly half of B2B marketers are missing the mark when it comes to resonating with their target market.
Why? Well, we think it’s a result of getting bogged down by industry jargon, convoluted explanations or an overemphasis on features rather than benefits – making for unclear messaging that just doesn’t resonate with the target audience.
Spell it out in simple and specific terms: what is your product or service? How does it work, and how does it solve problems? Simple is effective, and in the information overload of the B2B world, it might just elevate your brand’s voice above the noise.
Where’s your evidence?
From pain points to proof points, let’s not forget the value of backing your claims with cold, hard evidence.
Effective messaging is not just about being heard—it’s about being trusted. Highlighting key facts, figures and real-world examples that showcase the tangible impact your brand can have will often be the final push buyers need to invest. In fact, 65% of marketers agree that case studies and success stories are their biggest value drivers.
Incorporating these elements into your messaging can transform your communications from generic to persuasive. By pairing clear communication with compelling proof, you’ll build trust with your audience and boost conversions, all while positioning your brand as the superior choice.
Is your messaging consistent across different platforms?
37% of marketing leaders surveyed agreed that different messages from different platforms confuse buyers. And in the digital age, it’s no surprise; from LinkedIn to Facebook, Instagram to TikTok, prospects are interacting with brands across more touchpoints than ever before—and many marketers are struggling to keep up.
Naturally, you’ll want to adapt your content and communication styles to suit the unique requirements and audience segments of each platform. But remember: any disjointed messaging will dilute your brand’s impact.
To keep everything running smoothly, it’s a good idea to establish a clear tone of voice and branding guidelines. Or better yet, get in touch with us to help you craft them; we’ve got plenty of experience…
A campaign that delivered time and time again
Our ‘Masters of Time’ campaign with IRIS Software is a textbook example of nailing messaging across different channels while staying laser-focused on your audience. Aimed at small businesses struggling with time constraints, we crafted an exciting awareness campaign centred around a superhero theme – and the idea that IRIS could give SMEs back the time they needed to grow.
Leveraging a mix of radio and bus ads to build general brand awareness, we then zeroed in on IRIS’ desired audience with targeted digital ads across Google, LinkedIn and Facebook to reach businesses ready to make a move. The result? A big boost in site traffic, an impressive five award wins, significant return on investment and a campaign that truly connected with small business owners.
So, what makes brilliant messaging?
Ultimately, it all comes down to clear, consistent and compelling communication that demonstrates to your audience the benefits your brand can bring.
By ensuring your messaging meets these criteria, you’ll craft communications that not only resonate with your audience but also stand out in a crowded marketplace.
And if you’re still unsure how to nail your messaging, get in touch with us. With over 30 years of experience in building standout B2B brands, we’ve got the expertise to help you craft messaging that truly makes an impact.
Get in touch today – and let’s work together to elevate your brand.
