Marketing Messaging Framework | speak clearly to ideal buyers
Hayley Bell
In this project, I took a comprehensive audit of my client's current marketing messaging and distilled their message down to simple, concise focus points to catch the attention of their ideal buyer.
The objective was to have clear messaging they could use to guide all their marketing activities moving forward, so they could feel certain what they were saying was resonating with their audience.
Client Current State:
My client is a small, high-growth B2B SaaS company in the leadership development space. So far, they have achieved the majority of their growth through word of mouth and referrals, and were looking build their marketing foundation.
Before going all-in on marketing activities, they wanted a clear idea of how to speak in a way that would best position them as the clear solution for their ideal clients.
Marketing Messaging Framework
A messaging framework is the source of truth for how a company talks about themselves with clients or prospective buyers.
It ensures that no matter how a client or prospective buyer engages with your company - whether it’s through website, ads, social posts, sales convos, etc. - they get the same impactful messaging.
Key Deliverables:
VALUE PROMISE: A concise statement of what your company promises to provide to your customers.
ELEVATOR PITCH: A brief introduction to your company and your offering(s).
VALUE DRIVERS: Three key ways your company drives value for customers.
PROBLEM STATEMENT: A short, clear explanation of the problem or challenge your company handles for your customers.
TARGET AUDIENCE: A specific description of the group(s) your company seeks to service.
LANGUAGE SPECIFICS: A specification on tone of voice as well as a list of terms to use and avoid.
DIFFERENTIATOR ANALYSIS (top 3 features): Specific ways your company stands out, and the value, benefit, and market trends that back it up.
COMPETITOR ANALYSIS (of 3 competitors): A brief analysis of top 3 competitors and what their market messaging is.
WEBSITE CONTENT AUDIT: A list of recommended copy updates to make on the website that will reflect this updated marketing messaging
In order to create the Marketing Messaging Framework, I researched the following:
Client's current website, blog posts, social media, and partnership articles
Client's current collateral including case studies, email copy, research, and platform
Industry information, trends, thought leaders, and publications
Competitor's websites, blogs, help centers, and more
Results:
The Marketing Messaging Framework and accompanying reports became a North Star in how my client created their messaging and marketing materials moving forward. It created a cohesive voice across the entire company that set them up for success moving forward. They are now in a position to have clear, distinct messaging to help their marketing stand out, and can feel confident in how they are speaking to their ideal buyers.
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Posted Mar 14, 2024
This client wanted a clear vision of how to speak to their ideal buyer in a way that could build trust and make their company stand out as the obvious choice.
