Why Marketing Message Strategy Matters
Your marketing strategy is key to sustainable success and business growth – it must be clear and impactful to resonate with your audience. At the heart of your marketing lies a fundamental element that is paramount to brand awareness: marketing message strategy. Brand messaging is more than words on paper – it is the very essence of your organization. It’s the unique voice that not only communicates your brand’s value but also forges authentic connections with customers, setting your business apart in a crowded marketplace.
Effective marketing is supported by four fundamental pillars – knowing your audience at a psychographic level, creating messaging that resonates with your audience, going to market with that message, and analyzing and adjusting as needed. Much like building a structure, each piece of your marketing strategy builds off the last – each brick relies on the previous one to stand strong. Too often, however, marketers move directly to tactics – how they will deliver their message – to engage with the market faster. But doing so without first establishing a marketing messaging strategy that mirrors the wants, needs, and pain points of the audience, you run the risk that your brand messaging strategy won’t resonate or have the desired impact.
When developed strategically and with your target audience in mind, your brand messaging is the compass that guides your brand through the noise in a marketplace saturated with competing brands and an overabundance of information.
Five Ways Your Marketing Message Strategy Impacts Business Performance
It boosts conversion rates. Did you know that 80% of your conversion rate is determined by your messaging? (1) Effective marketing message strategy has the power to reduce friction in the decision-making process. By clearly articulating your value proposition, aligning your message with your audience’s preferences, and offering a way to help overcome their pain points, you can more effectively persuade potential customers to take a desired action – making a purchase, signing up for a webinar, joining your email list, or any other conversion activity.
It optimizes marketing spend and improves ROI. A 20% improvement in your messaging strategy has a more profound impact on ROI than a 20% improvement in your product, according to the Product Marketing Alliance. (2) Because it focuses on conveying the right message to the right audience at the right time in the buying journey, clear messaging radically improves the effectiveness of your marketing campaigns and tactics – in everything from public relations and advertising to social media and lead generation.
It builds awareness and trust. Customers and prospects can more quickly and easily understand your product or service if they learn about it through well-crafted strategic messaging that succinctly communicates your business’s value proposition. If you can simplify complex concepts and clearly articulate how you will address your prospects’ challenges, you empower them to make more informed purchasing decisions with greater confidence and trust. It also lays the foundation for a long-lasting beneficial relationship, on which a thriving business is built.
It guides the customer’s journey. Your marketing messaging strategy provides a roadmap for the customer journey. Coherent and consistent messaging that aligns with the customer’s needs, values, and aspirations at different phases will guide them seamlessly through the sales funnel, from initial awareness to the final purchase decision. Without a strategic narrative to guide them, customers may veer off course – overwhelmed by the myriad of options out there or disengaged due to a lack of personal connection with your brand.
It fosters deeper connections. According to a survey of 1,000 consumers conducted by Sprout Social, 64% of customers want brands to connect with them. Fifty-seven percent say that when they feel connected to a brand, they will increase their spending with that brand, and 76% say they will buy from them over a competitor. This research indicates that connection starts when they feel the brand understands them and their desires. (3) Your message strategy in marketing communication is the tool you use to indicate this understanding.
Marketing message strategy is more than just words; it’s a strategic tool designed to tap into the very psychological processes that drive human behavior. With strategic brand messaging that resonates at a deeper level with your audience, you have a greater likelihood of getting through to your audience, engaging with them in a meaningful way, and compelling them to act.
Creating effective messaging is both an art and a science. It’s not just about saying the right things; it’s about understanding and communicating your brand’s unique value proposition in a way that truly resonates with prospects and customers. At Paradigm, we have identified key elements of message strategy that we work with our clients to incorporate into all types of marketing campaigns. We can help you develop a marketing message strategy that identifies who you are, your differentiators, and your value propositions – and communicate it in such a way that will resonate with your audience. We can help you determine the best messaging strategy for your brand, contact us today.