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Tips to ensure your B2B sales and marketing communications are effective. Start with an effective brand story and messaging approach based on what your target audience cares about. This overview is particularly helpful for startups that don’t have the budget or patience for sophisticated research and processes to develop their brand’s messaging approach —but still want to be strategic, smart and thoughtful about what they say and write so that they stand out from the competition. See original blog post for more context and an INFOGRAPHIC overview: http://goo.gl/s4iT7A About Lydia's Marketing: I help companies develop (and execute) effective marketing and communication strategies & plans. Affordable B2B marketing and communications consultation and support for startups, small and medium businesses, and marketing agencies across the globe. -Brand, marketing and messaging strategy -Marketing planning and implementation (inc. digital marketing and social media) -Content and communications -General advice and guidance
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I AM YOUR TARGET BUYER.
Want my attention?
�.lydiamarketingconsulting.com
�.lydiamarketingconsulting.com
Then you’d better GET TO KNOW ME
and understand what I want to hear
and read about!
�.lydiamarketingconsulting.com
TIPS TO DEVELOP EFFECTIVE SALES & MARKETING MESSAGING
TIPS TO DEVELOP EFFECTIVE SALES & MARKETING MESSAGING
�.lydiamarketingconsulting.com
Think insights and bottoms-up vs. opinions and top-down1
TIP
If you start from a place of insight vs. opinion,
you are more likely to get the effect you need...
�.lydiamarketingconsulting.com
Which is an impression from the listener/reader/visitor that...
�.lydiamarketingconsulting.com
�.lydiamarketingconsulting.com
One of the biggest mistakes companies make when developing their messaging approach is for a
group of executives to sit in a room and say...
�.lydiamarketingconsulting.com
What do we want to say about ourselves?
What are we all about?
What is our mission?
What do we do?
�.lydiamarketingconsulting.com
WRONG!
�.lydiamarketingconsulting.com
The conversation you should START with is:
· Who is our target audience? · What do they care about most and · How are we able to help?
�.lydiamarketingconsulting.com
Think Vision2TIP
Think ahead about what you hope people will think, feel and say about you...
�.lydiamarketingconsulting.com
Design your brand EXPERIENCE, marketing STRATEGY, content and OUTREACH accordingly.
LinkedIn Ads and Group
Discussions
Case studies,Slideshows,
White Papers
Tradeshows & Industry
Events
Webinars
VideoDemos
Social Media
Emails
WebsiteContent
Articles&
Blogs
PressReleases
�.lydiamarketingconsulting.com
Think frequently asked questions3TIP
FAQ
Compile the most frequently asked questions you get when �rst introducing what your product/service does...
�.lydiamarketingconsulting.com
This shows what people care about most
and what you should lead with or be
prepared to talk about in a meaningful way.
�.lydiamarketingconsulting.com
Think story first, then messaging4TIP
Use the insights you’ve gathered to help you see and confirm what your brand’s Story is.
�.lydiamarketingconsulting.com
Think like a journalist...
�.lydiamarketingconsulting.com
Journalists decide what their story is based on research and insights
�.lydiamarketingconsulting.com
From there they work on angles and messaging...
to bring the story to LIFE.
�.lydiamarketingconsulting.com
The point is...Developing a good
messaging approach is not easy...
�.lydiamarketingconsulting.com
but it’s notrocket science
either.
�.lydiamarketingconsulting.com
If at a minimum
You ensure all conversations and decisions about your messaging are centered on
CUSTOMER INSIGHTS
�.lydiamarketingconsulting.com
You will be on your way to successfully differentiating yourself.
Let me know if I can help.
Visit www.lydiamarketingconsulting.com
Contact information:
LYDIA VOGTNER [email protected]
