How to Create a Messaging Strategy
How to Create a Messaging Strategy
When learning how to create a messaging strategy, it’s important to know a few things about strategic planning.
Strategic planning is made up of four key components: vision, mission, values, and strategy. Our approach in helping companies determine their messaging strategy is to first define or redefine the organization’s vision and mission statements and develop core values before we start working on strategy.
Vision Statements: A vision statement outlines what the organization wants to be, or how it wants the world in which it operates to be (i.e. what do we want to be known for?).
Mission: A mission statement defines the fundamental purpose of an organization, succinctly describing why it exists and what it does to achieve its vision.
Values: Corporate values are the core values shared among the stakeholders of an organization. Values drive an organization’s culture and priorities and provide a framework in which decisions are made.
Strategy: Strategy is the creation/development of a pattern by which management can make key decisions. A combination of goals and the policies by which management is seeking to achieve those goals.
Once the vision statement, mission statement and corporate values have been defined, we can begin working on strategy. At Frozen Fire, our focus is on digital business development strategy (watch the Digital Business Development video here). To that end, we must first develop a brand strategy and messaging strategy before we can approach digital strategy.
The Importance of Strategic Planning in Creating a Messaging Strategy
The traditional sales process begins with a sales representative identifying and connecting with a prospect, and leading that prospect through the sales process.
Today, however, the tables have turned and prospects are shopping for products and services on their own – without you.
Thanks to technology and the Internet, consumers and prospective clients are able become self-educated about products, companies, and services, without ever having a conversation with a sales rep. In some cases, the prospect may even know more than your sales representatives.
Some recent studies indicate for B2B companies, 80% of the time the buyer finds the seller and it is much higher than that for B2C companies.
Business development today isn’t about selling, it’s about engaging.
More than likely, your prospects already know why they should choose your product or service, but they are looking for you to engage them.
Messaging and Consumer Engagement
Today, people don’t want to be sold to, they want to be engaged, and then they may buy from you. Messaging is more important to business development than ever before.
If your consumers and prospects are finding you online — walking through a self-guided sales process — then it is absolutely critical that your digital messaging is supported by strategy. You must integrate your company’s vision, mission, and values into your brand strategy, messaging strategy, and digital strategy, and the message must be consistent.
Digital business development and targeted messaging should be the key business strategy for forward-thinking companies. Targeted messaging provides companies the means to shape opinions and motivate behavior.
Many of the Fortune 500 companies have already developed messaging strategies and implemented them effectively in the market. But, they have large marketing budgets and can afford the new skill sets required to develop and implement this type of strategy.
These companies are innovators and early adopters of a holistic communication strategy. Some mid-market companies fall into the early adopter category, but it has by no means mainstream. This means that small and medium businesses can achieve significant competitive advantage by developing and implementing a communication strategy ahead of the curve.
Frozen Fire is a Dallas internet marketing and video production company that helps companies harness the most powerful aspect of modern marketing—the internet—to engage customers in memorable and meaningful ways. Ways that ignite sales and business growth. Contact us to learn how we can help your business.