Creating a Messaging Strategy That Actually Communicates
6 Tips that will Make your Messaging Strategy Work for You
Speaking with your own company voice, even for a small business, is trickier than it sounds. Making your message resonate with customers, potential clients, and even your team takes planning and forethought. Things get even muddier when you consider a message strategy must also take consistency into account. Getting your message to sound like your company voice across all channels such as your website, Facebook, Twitter, and even internal memos and emails takes commitment.
Here are 6 tips on a creating a messaging strategy that will work for your company.
1. Keep it in Context
Ever been sprayed with an unwanted spritz of perfume? It’s annoying, right? The salesperson is trying to get you to buy into their brand but that accomplished the opposite. That’s how an ill-timed pop-up ad can feel, or another junk email. Context is the key for effective messaging. You need to realize how the message will be received before you send it.
For example, if you own a restaurant and want to get more people through your door, consider placing your messages around lunch time. Update your page as people are getting hungry. Don’t bombard them with unwanted information when they aren’t thinking about food.
2. Who are You Trying to Reach?
This step is crucial, because if your message isn’t sent to the right audience it’ll feel like an inconvenience to whoever gets it. Is this an internal memo to your staff? A presentation to your board? Are you trying to reach a specific segment of your customer base?
A good example of how NOT to approach your audience would be sending a welcome message to all of your clients. This may seem obvious but think back upon emails you’ve received? It happens way more often than you think.
3. Dig Deeper
Consider psychographics to really dig deep into your messaging strategy. This is more than just knowing your audience– it’s knowing the difference between what people could do versus what they should do. You probably shouldn’t binge for 3 more hours on Netflix before going to bed, but if you’re between the ages of 18-34, chances are you will. Netflix knows this and releases entire seasons of hit shows accordingly. They understand their audience and send very clear messages.
Beyond standard demographic data (age, gender, education, income, etc), which rarely tells the whole story, there are psychographics – the study of personalities, values, opinions, attitudes, interests, and lifestyles. Utilizing psychographics gives you an opportunity to understand your audience in a way that goes beyond the numbers, allowing you to better connect with them on an emotional level.
4. The Platform
The possibilities are endless. Will your message work in-app, on Facebook, email, flyer, TV? There are pros and cons to all forms of messaging but your audience and voice will help you determine what make the most sense.
For example, if the goal of the message is to entice your customers to a “one day only” sale, you may want to set up geolocation ads via Snapchat and a push notification to everyone who’s downloaded your app in addition to just posting on social media. Depending on what you have to say, your platform and message strategy will have to change.
5. What’s the Goal?
It’s easy to get caught up in telling your audience every little detail. But avoid over saturating them with information about every new feature, offer or post. Every communication that is sent out into the world should have a clear goal. Do you want to encourage engagement on Facebook? Enlarge foot traffic? Increase holiday sales? Each of these objectives would require different messaging strategies.
6. Your Team
Wouldn’t it be great if you had a team of people working on your messaging strategy for you? You can! Messing is so important that you should absolutely form a team to consider all of the angles. Roles will grow and change over time, but having a dedicated team will improve your messaging strategy 100%.
There are people who dedicate their entire careers to helping small business owners send well-timed, thought-out, targeted, highly connective messages. It’s hard, time-consuming and there are a thousand ways it can go wrong. Take the time to get it right.
For more everyday branding tips, subscribe to the Razor Branding Blog.
Founded in 2001, RUSSO is a strategic branding agency with offices in New Orleans, Lafayette and Nashville. RUSSO uses consumer insight to develop branding initiatives that effectively change the conversation — forming emotional connections between the consumer and the brand. To learn more, visit brandrusso.com.