By Laura Abrar
Customers are bombarded with an array of messages coming at them from marketing platforms ranging from email, SMS, mobile, social, media, display, digital, point-of-sale and print advertising. The sheer volume of messages can be overwhelming. So it’s important for marketers to get their messages right from the start. Rather than hoping for the best, here are some simple techniques to improve and refine your messages so it appeals to a targeted set of customers:
1. Talk Like Them – If you produce a toy which is aimed at 9-year-olds then remember to ‘talk’ their language so they will notice. If you’re pitching your service to an operations manager in a mid-size corporate firm then, if needs be, use the appropriate business language to spark their attention. The language you choose says much about your audience and your knowledge of how that audience engages with certain language characteristics. You could call this “linguistic mirroring”. You’re creating rapport through language in order to match your prospect’s mindset and circle of knowledge.
2. Focus On End Benefits, And Prove Them – You passionately believe your unique product or service solves a real pain point or problem productively. Most people will need educating as to what exactly are the key benefits. By researching what exactly the end result is you can tailor the messages more precisely to each market segment. For example: does the business service minimise business bottlenecks, power critical issues, and enable staff to perform more efficiently? Does the service bring departments closer together? Does the consumer product make people feel happier, healthier, or safer? The more simple and clear the message, the easier it will be for your customers and prospects to understand the product in their mind. In addition it’s also up to you to provide some evidence for your message.
3. Think Up One Emotional Idea – Often just focusing on one big idea can be enough to encapsulate what your service or product is about. For instance if your product line streamlines productivity then the “big idea” campaign could potentially focus on the concept of ‘a new world of talent’. If your product is about an ‘eco’ cosmetic skin product then the big idea could be around extending a customer’s healthy lifespan as well as acting environmentally to save the planet. The simple ‘big idea’ acts a golden chance to make your product or service resonate emotionally.
4. Check What Your Competitors Say – You operate in a competitive market. By routinely checking what competitors say and evaluate their calls to action you can more accurately determine what their own message is. When the marketplace is scanned you as a savvy marketer can successfully separate their messages from the clutter, and strengthen the bond with customers. Ultimately messages should have the power to stand up against rivals.
5. Mine Your CRM System – Traditionally a CRM system has acted as a contacts database. Though CRM has come a long way in the last few years. It’s morphed into an all-powerful technology system which serves to generate prospects, develop customer ‘personas’, and deliver targeted campaigns through multiple marketing channels. The latest CRM system allows employees at both small and big organisations to become highly productive. It enables sales and marketing teams to clarify which customers consume inbound content, at what ‘tipping’ stage to contact them for a sale, and what tasks to automate and report on. The sheer richness of information will inform your tailored messages and marketing communications which can be activated through the company web, social media platforms, mobile CRM app, and email for improved sales conversions.
6. Listen Closely To Customer Chatter – The Halcyon days of brand-led ‘push/pull’ marketing are fading fast, if not dead already. These days customers call the shots. Education, content, and digital are lauded as the new marketing. People more readily educate themselves on products, and interact with organisations via the web and social media. The inexorable rise of social media means you cannot afford to “switch off” once the day job finishes, because customers will talk about your product or business on social media 24/7. It’s wise to closely track and monitor all customer feedback on your social media platforms in order to tweak messages where necessary. Equally, this approach sends out the message that you effectively provide excellent customer service and online PR to an engaged audience: your fans and followers.