How can you keep your messaging strategy relevant over time?
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— The LinkedIn Team
A messaging strategy is a plan that guides how you communicate your value proposition and brand identity to your target audience. It helps you craft consistent, clear, and compelling messages that resonate with your customers and differentiate you from your competitors. But how can you keep your messaging strategy relevant over time, especially when the market, customer needs, and competitors change? Here are some tips to help you update and refine your messaging strategy periodically and effectively.
The first step to keep your messaging strategy relevant is to audit your current messages and see how they perform and align with your goals. You can use various tools and methods to measure and analyze the impact and effectiveness of your messages, such as surveys, feedback, analytics, testing, and benchmarking. You should also review your value proposition and brand identity and see if they still reflect your unique selling points and core values. Look for any gaps, inconsistencies, or outdated elements in your messages and identify areas for improvement.
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Farzaneh Karami Kataki
CEO @ Karima Trader | Export Marketing Expertise
monitor your audiences need, preferences and feedback and the messaging should be reflect with your ,customer want. The massaging strategy should not be static or based on assumptions. Also should experiment with different message ,channels to see what resonate best with your customers
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Zeke Novarino
Content Profit for Personal Brands and Businesses | I hack the positioning of brands in the midst of the noise of Social Media | Marketing Speaker
La marca es lo que los demás dicen de ti (sobre todo si no estás en la sala ;) Esto hay que aceptarlo y asimilarlo. Hay que leer y analizar cómo se comunican con nosotros, pero sobre todo ver qué dicen de nosotros. El principal signo de buena salud de una marca es el de la recomendación. Por eso la clave está en ver qué comparte y dice nuestra audiencia (sea nuestro o de la competencia). Recomiendo el Mapa de empatía para profundizar. El mismo está compuesto por: Piensa y siente: Lo que realmente importa. Principales preocupaciones Inquietudes y aspiraciones Ve Entorno Amigos La oferta del mercado Dice y hace Actitud en público Aspecto Comportamiento hacia los demás Oye Lo que dicen los amigos, el jefe y las personas influyentes
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Artho Jerajian
Dans un marché en constante évolution, en réalité, il y a pas de solution magique, la seule et véritable stratégie pour une messagerie pertinente est de s'adapter constamment aux changements opérés sur son marché. Cela suppose, d'aiguiser son oeil et surtout ouvrir grand ses oreilles et reformer en permanence.
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The second step to keep your messaging strategy relevant is to research your audience and market and see how they have changed or evolved. You need to understand your customer segments, their pain points, needs, preferences, motivations, and behaviors. You also need to monitor the market trends, opportunities, threats, and best practices. You can use various sources and techniques to gather and analyze data, such as interviews, surveys, focus groups, social media, online reviews, competitor analysis, and industry reports. Look for any new insights, challenges, or expectations that affect your customers and market.
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Zeke Novarino
Content Profit for Personal Brands and Businesses | I hack the positioning of brands in the midst of the noise of Social Media | Marketing Speaker
La herramienta que todos deberíamos usar para entender a la audiencia: El Perfil del Cliente... Está compuesto por 3 partes y es tan simple como poderoso. 1️⃣ GAINS Las alegrías describen los resultados que quieren conseguir los clientes o los beneficios concretos que buscan 2️⃣ PAINS Las frustraciones describen los malos resultados, riesgos y obstáculos relacionados con los trabajos del cliente 3️⃣ JOBS Los trabajos describen aquello que intentan resolver en su vida personal y laboral tal como lo expresan con sus propias palabras Solamente cuando tenemos claro esto podemos empezar a pensar en mensajes a comunicar y productos a desarrollar.
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Ed Nunez
Full-Stack Marketer | User-Centered, Data-Driven Strategies
Research is paramount. I always try to implement automated feedback loops to gather user insights. Simple things like surveys as part of an onboarding journey, for example, allow for constantly getting information from your audience, which can also be used for tracking trends over time such as brand perceptions or reasons for purchasing. Add a question for whether or not the user would be open to an interview. Building up a list of users you can reach out to is helpful for qualitative data.
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Roy Thomas Snarr, CFF®, CLTC®, NSSA®, LACP™
Author | Snarr Agent Academy | Helping Agents Grow their Business! Don’t want to write Life or LTC? We will write it for you and you get paid!
You must KNOW your market, you need to understand their pain points and how you can help. Research the industry, read about the challenges they are having and develop an opportunity to solve those challenges.
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The third step to keep your messaging strategy relevant is to update your messages accordingly based on your audit and research findings. You need to revise your value proposition and brand identity to ensure they still match your customer needs and market positioning. You also need to refine your tone, voice, style, and language to ensure they still connect with your audience and convey your personality. You should also test and optimize your messages for different channels, formats, and scenarios to ensure they still deliver your desired outcomes and actions.
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Ed Nunez
Full-Stack Marketer | User-Centered, Data-Driven Strategies
Run multiple tests to validate your messaging. It’s a good idea to experiment and gather substantial data before making permanent changes, particularly to brand positioning and guidelines as it takes a ton of effort and time to rebrand and it’s not something to take lightly. It would also result in a very confusing user experience.
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Zeke Novarino
Content Profit for Personal Brands and Businesses | I hack the positioning of brands in the midst of the noise of Social Media | Marketing Speaker
Las definiciones de marca que me ayudaron a posicionarme fueron estas: 1️⃣ ¿A quién quieres acompañar en su transformación? 2️⃣ ¿Qué cambio/transformación aspiras acompañar? 3️⃣ De todos los posibles clientes que pudieras tener, si tuvieses que elegir a unos pocos. ¿Quiénes serían? Pero la clave está en entender que responder y definir es apenas el primer paso. Tanto las personas de nuestra audiencia como la propia marca, están en constante evolución. Por eso, a medida que se generan descubrimientos analizando el comportamiento de la audiencia (y el desempeño de productos y comunicación actual) debemos volver a responderlas. Este proceso no termina nunca (el día que termine, empieza a "morir" la marca).
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Vanessa Spirandeo
Global Head of Marketing | Strategy & Leadership | Content & Branding & SEO | LinkedIn Creator & MKT Community Top Voice
Updating your messaging constantly, always according to your brand voice and your business moment, is key to keep relevant messaging and strategic positioning. Always revisit, always go back, and keep testing. Messaging is not ever a "done job".
The fourth step to keep your messaging strategy relevant is to document and communicate your changes to your internal and external stakeholders. You need to create a messaging framework or guideline that outlines your updated value proposition, brand identity, target audience, key messages, tone, voice, style, and language. You should also provide examples, tips, and best practices for applying your messages across different channels, formats, and scenarios. You need to share and train your team members, partners, and collaborators on how to use your messages consistently and effectively.
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Ed Nunez
Full-Stack Marketer | User-Centered, Data-Driven Strategies
Often overlooked, it’s extremely important to equip sales and CS (who should very much be a part of the entire process) with tools and authority to act as company stewards (because they practically are). Don’t just offer talking points, but actually train them on what type of verbiage to use in different scenarios (new customer inquiries, prospective customer objections, churning customers, etc.).
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Graham Bodner
Consumer Insights Professional // Helping B2C Brands Collect Consumer Insights and Derisking Marketing Without Stress
Create a structured plan for your updated messaging strategy. Share this plan with your team to ensure everyone is on the same page. Clearly communicate the changes in messaging guidelines, tone, and objectives.
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Rodrigo Alves
Gestão, Marketing e Eventos
O atendimento da empresa deve seguir um mesmo tom de voz em todas as plataformas. A marca não pode uma no online e outra offline. Por isso o alinhamento com a equipe de vendas se torna muito importante.
The fifth step to keep your messaging strategy relevant is to monitor and evaluate your results and see how your updated messages perform and impact your goals. You need to use various metrics and indicators to measure and analyze the results of your messages, such as awareness, engagement, conversion, retention, loyalty, satisfaction, and advocacy. You should also collect and review feedback from your customers, team members, partners, and collaborators on how they perceive and respond to your messages. Look for any strengths, weaknesses, opportunities, or threats in your messages and adjust them accordingly.
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Ed Nunez
Full-Stack Marketer | User-Centered, Data-Driven Strategies
Again, rely on the data to make informed decisions. And keep in mind, messaging and product repositioning does not require a full rebranding unless your ideal customer profile has changed - and even then it’s not a decision to take lightly depending on the stage of your business among other factors.
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Zeke Novarino
Content Profit for Personal Brands and Businesses | I hack the positioning of brands in the midst of the noise of Social Media | Marketing Speaker
Las vanity metrics pueden matar el negocio. El desafío está en entender que todas las métricas, sin contexto e integración con la estrategia SON DE VANIDAD. Estos son los KPIs clásicos que utilizamos en nuestras marcas y negocios: - Alcance & Impresiones - Interacciones - Tasa de interacción (engagement) - Tasa de Descubrimiento - Fidelidad de audiencia - % Retención - CTR - Cantidad de mensajes directos - Cantidad de contactos previo a venta - Cantidad de ventas En base a estos indicadores es posible definir un tablero atado al objetivo siguiendo los lineamientos que plantea la metodlogía OKR.
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Graham Bodner
Consumer Insights Professional // Helping B2C Brands Collect Consumer Insights and Derisking Marketing Without Stress
Implement tools and metrics to monitor the performance of your new messaging strategy. Track key performance indicators (KPIs) like engagement, conversion rates, and customer feedback. Analyze the data to measure the effectiveness of your messaging.
The sixth and final step to keep your messaging strategy relevant is to repeat the process regularly and make it a habit. You should not wait for a major change or crisis to update your messages, but rather do it periodically and proactively. You should also be flexible and adaptable to respond to any unexpected or emerging changes or challenges in your customers and market. By keeping your messaging strategy relevant over time, you can ensure that you always communicate your value proposition and brand identity effectively and efficiently.
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Graham Bodner
Consumer Insights Professional // Helping B2C Brands Collect Consumer Insights and Derisking Marketing Without Stress
Relevancy is an ongoing effort. Schedule regular reviews of your messaging strategy, whether it's quarterly, bi-annually, or annually. Keep refining your approach to adapt to evolving market dynamics and customer preferences.
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Garima Gulati
Associate Manager @ Axtria | Social Media Strategist
Keep an eye on industry trends! Being aware of what your competitors are doing and staying updated with industry best practices can provide valuable insights for refining the messaging strategy.
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