Best Practice

Matching Your Messaging to Your Goals

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. -Seth Godin

(December 2019) – Words carry weight. The right ones can build bridges — and the wrong ones can burn them. If you want to be sure your organization’s marketing plan is forging the right connections for you, crafting the right message is vital. You will need to carefully consider your audience, your voice and, most importantly, your intent to be sure you are getting your message across effectively.

Below you’ll see some of the most common marketing goals and how your organization’s message can achieve them.

Position as an Industry Leader

Communicating to your audience that you and your organization are capable, established and informed means they will turn to you not only for your particular service or product but also for advice in your field in general. It builds trust, adds value and makes an impression. That doesn’t mean you have to include paragraphs of copy in every advertisement. You can give interesting and important information succinctly, and audiences will thank you for it. They may even come back for more.

  • Strategy: Try partnering with other leaders in your industry to offer deals, create content or sponsor marketing events. In advertisements, whether print or digital, offer how-to information, helpful tips, advice and infographics.
  • Language: When creating marketing and advertising copy, try a more serious and informative voice. Words like “secure,” “proven,” “experienced” and “research,” along with industry-specific phrases that can demonstrate your knowledge of your field without being too complicated or exclusionary, are good for setting this tone.

Brand Awareness and Recognition

Successful branding leads to benefits that include increased customer loyalty, an improved image and a relatable identity. When you have brand awareness, people recognize your brand when they see it and are able to recall your brand from memory even without prompting. This means you must be reliable and consistent in both developing a brand identity and putting it out there. You can do this through carefully crafted messaging.

  • Strategy: Make it clear why you are necessary. Be intentional in communicating what your organization does and what problem you can help your audience solve. Similarly, be clear in establishing your brand voice. This means being consistent in tone, imagery, style and schedule of advertising so your audience can easily understand and remember who you are. To increase awareness of your brand locally, consider getting involved in local events.
  • Language: Consistency is key here as well. What does your organization stand for? What is your mission statement? Pick a couple of key words from that, or some that summarize it, and begin to use those regularly in your campaign. Consider adding imagery or video content to your brand awareness strategy as well, because images are more likely to capture people’s attention right away and stay longer in their memory.

Engage the Audience

Audience engagement has quickly become one of the most important facets of any strategy as social media and the internet allow for more immediate interactions between organizations and consumers. The results are apparent: Sprout Social reported that 67% of consumers say they are more likely to increase their spending with a brand when they follow that brand on social media. Use this trend not only to increase sales, but to better understand who your clients are, what they want, and how they perceive you.

A positive increase in audience engagement is powerful because it often creates an increase in brand awareness and leads. It’s all about creating and maintaining an active relationship with your audience instead of a passive one.

  • Strategy: Creating audience engagement in print might include promoting a giveaway, an invitation to register for an event or webinar, or even a message that includes a link to your website. Online, engagement can mean surveys, quizzes, prompts or questions for followers to answer, or hashtags for them to use.
  • Language: Informal language creates a more casual and engaging environment for your audience. Action words like “visit,” “click here,” “post,” “comment” and “submit” all encourage your audience to interact.

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About the author

Cherise Czaban

Cherise Czaban is the publisher of i4 Business magazine and the CEO of i4 Business LLC. She formerly served as vice president of business development for SCB Marketing, the previous publishers of i4 Business.

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