Messaging is at the core of every business. It is the who, what, where and why of a company. Without messaging, no one would know who you are, what your business does, where you are located and what your mission is. For B2B businesses, messaging is important to establish your place in the market and stand out from the many competitors. Consistent messaging can help make this happen. Why does consistent messaging matter for B2B businesses and why should it be a priority? Check out these three reasons.
1. Audience is More Likely to Interact with Your Brand Across Platforms
As you execute marketing activities across various channels, it might be challenging to keep track of everything going on, ensuring messaging, content and brand elements are consistent across all. But, this is crucial for the success of your marketing. Consistent messaging across platforms helps buyers become more aware of your brand leading them to be more inclined to interact with your content. Plus, those who view consistent messaging across platforms and channels increase their purchase intent by 90%. If messages on platforms are conflicting or contradicting, it can lead to a confused audience. If your website is presenting your services as one thing but your social media platforms do not reflect the same messaging points, there is no consistency and clarity among those who consume your content on both platforms.
Key Takeaway: With consistent messaging across platforms and channels, your brand becomes more recognizable, leading audiences to engage more.
2. Reinforces Your Company Offering
Messaging helps you convey your product, service or solution offering to your audience. Consistent messaging matters here because there are many touchpoints in the buyer’s journey. If a prospect comes across your content as their first touchpoint but by the time they consume their third or fourth piece of content, there is a disconnect in messaging, there can be a misunderstanding about what it is you offer and why your offering should be the one they choose. Staying consistent helps maintain continuity across the steps in the journey and across the various mediums in which buyers interact with your content or brand.
Consistent messaging can also help keep your product top of mind. If you deliver messages that touch on common pain points time and time again, a prospect is more likely to recognize your company and associate what you offer as a potential solution to the challenges or issues they are experiencing.
Key Takeaway: Consistent messaging keeps your brand and offering top of mind.
3. Builds Credibility Through Valuable Content
As you develop more and more content, post it to your website and distribute it across various marketing channels, it becomes easier to build credibility. But, it is important to focus on creating valuable content. Creating content is great, but if it does not provide any value to your audiences, it can quickly end up as irrelevant and something that you can no longer utilize. You don’t have to necessarily give away every best practice and strategy your company uses, but providing audiences with a few tips here and there to help their endeavors can be worthwhile.
Key Takeaway: Consistent, impactful brand messaging can help you generate valuable content, leading to increased credibility over time.
Ensure Messaging is Consistent and Impactful to Achieve Marketing Results
While consistent messaging should be top of mind for marketers, it is also important that your messaging makes an impact on your audiences. Looking for ways to craft brand messaging that speaks to target audiences and inspires them to take action? Check out our Brand Messaging Course. This online, on-demand and self-paced marketing course guides you step-by-step through the process of creating brand messaging for your business. And, with opportunities for one-to-one coaching, tailored specifically for your business, this course experience is one of a kind and sure to help improve your marketing and overall business results. Take the next step and get started today.
