How to Give Your Marketing Messaging Needs a Makeover for Rocketing Engagement
There is an undeniable buzz around the need to grow sales pipelines because, well, they are essential.
However, they’re just one piece of the puzzle. We live in an era where businesses must evolve fast and stand out from the competition.
And that means constantly sharpening your marketing messaging.
A. It's not just about engagement and satisfaction; it's about creating an experience that keeps customers returning for more.
B. When done right, your sales figures skyrocket, and your brand becomes synonymous with innovation and customer-centricity.
So, how can you inject that energy into your marketing messaging?
Michelle Giardinello and Elizabeth Roche have all the answers.
Step-by-Step Guide to Revamping Your Marketing Messaging
Step 1: Embrace the Problem-Solving Mentality
Michelle and Liz put it clear - shift your focus from promoting product features to addressing actual business issues.
- Conduct detailed market research: Understand the pain points of your target audience. What keeps them up at night? What solutions are they desperate to find?
- Train your team: Implement training sessions that highlight the importance of a problem-solving approach over a feature-centric one.
- Pro tip: Integrate methodologies, like ValueSelling, to ensure your sales and marketing teams are aligned and speak the same language.
Step 2: Personalize Your Methodology
“Presenting a new methodology to salespeople, even marketers, can be a little jarring. Okay, here's the flavor of the week. How is this really going to help me, and what is it going to do for me and coming from sales? I think what was really important was to actively share how these concepts were landing with individuals”.
So, what is needed then?
One, adapt your sales training to meet the individual needs of your team members. A one-size-fits-all approach is not an option.
And two, actively share success stories on how these concepts are impacting the team and business positively.
Step 3: Build Stories That Sell
A good story sells better than a thousand PowerPoint graphs.
“Teaching marketers to understand how to tell stories and write stories for sales; in the value selling world, we call these reference stories and value stories, but really they're just heroes' journey stories. So having that template for marketers to always be writing a hero's journey and keep the story short is another little tool. So, make sure you have those job accelerators and those key job tools available so that you can really make this run”.
So, use storytelling templates, like the heroes' journey, to showcase the value of your products in real-world scenarios.
And remember, keep it short, engaging, and easy to remember.
Step 4: Adapt Your Marketing Strategies
Are your marketing channels aligned with your new messaging? Yes? Then let's skyrocket your lead numbers.
- Highlight real business solutions: Showcase how your products solve problems instead of bragging about their features.
- Measure and adapt: Keep track of the performance and be ready to change your strategies for better outcomes.
Step 5: Run Targeted Campaigns
Can you imagine that Kimberly-Clark Professional had an 186% growth by running a targeted campaign centered around business issues?
Want to replicate their success? Here's how:
Segment your audience and create specific campaigns that address their unique challenges.
Constantly share the benefits and the ROI of your solution, especially how it relieves the customer's problems?
Now, you have all you need for success. And remember, this is not a one-off exercise but an ongoing journey. Keep measuring, adjusting, personalizing, and storytelling to soar your engagement metrics.
Now that you know why focusing on solving real business issues is key to revenue growth, check out the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.