Why a spot on key message is important

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The most important thing for the survival of any organization is (revenue) continuity and/or growth. A good marketing message can contribute to this and is therefore important for any organization.

How so? After all, it’s not sales…

The image that potential customers have of your organization is mainly based on what they read, hear and see. Content contributes to emotional decisions. If you are often (and relevantly) visible to your target group, with the right appearance, this will result in greater brand awareness and a positive association with your brand in the long term. By claiming the right place in the minds of your target group, the chance increases that your brand or product will pop into their minds during their search or purchase process. And voilà, they end up in your sales funnel without realizing it.

How do you create the right message?

It is important to promote the right message to the right audience, to activate your target group with conversion as a result. There are roughly three factors that play a major role in such a ‘right’ message: your identity (what do you want to radiate?), your target group (who are you talking to and what do they need from your organization?) and your competition (how can you distinguish yourself?). Insight into these three factors leads to formulating the message, which can then be conveyed to the target group via various contact moments, via the right channels & resources and with the right tone of voice.

Each target group requires a different approach in order to be effective. Customers value the same brand and the same services/products for different reasons. With good segmentation and a targeted message, you can approach your target groups as effectively as possible.

And after that?

Getting the message across to the target audience is an iterative process. It must be continuously checked whether and how the communication is reaching the target audience and whether something needs to be changed in the strategy to reach the target audience more efficiently and/or effectively. It’s the circle of marketing.

How to start?

Do you need help determining the right message and/or investigating the underlying factors? Please contact me.

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