When running a B2B Lead Generation campaign, it is crucial for you to have a well-orchestrated outbound outreach. For that, you would need to make sure you deliver the right message to the right people.
Today, you will learn how to create proper B2B messaging strategy, while you can find more info about LinkedIn targeting here.
With the development of digital technology, we are now facing an unprecedented informational landscape. The price of single message delivery is all time low, allowing companies to reach their audiences with minimum expenses.
Such tempting abilities encourage brands to intensify their messaging activities, which leads to increased amounts of noise bombing people’s brains with sales offers.
As a result – we now have become immune to pretty much any message we receive. The more noise we hear around us – the less comes through
Why do you even need a well-planned B2B Messaging script?
- Mapping an actual problem on prospects’ radars;
- Initiating a shift in perception about why customers should believe in a transformational way of thinking;
- Position the product or solution in a way that both rationally and emotionally articulates the value proposition directly to key target audiences;
- Clearly show audiences how your offer can influence their processes and make pain points smoother.
Why does your B2B Messaging perform badly?
When reading the message, your prospect cannot tell whether it was for them or not.
There is nothing more confusing than receiving a general message that would state “I have a special offer for professionals like you”. Or something like “Our solutions is something that would fit everyone in your industry”. Yuck!
- The tone of voice is off.
You have to know who you are dealing with.
If your buyers exist in a conservative environment – they would truly appreciate if you could stick to the rules of formal communication.
Or vice versa – if you are looking for startup founders who do not take themselves too seriously – you wanna cut the crap and make the value proposition clear as a bell.
- Poor writing.
Yeah, this one’s pretty obvious. It does not matter how cool your offer might be. If you cannot write about it properly – you will be perceived as an amateur.
- Vague focus.
Companies love naming the features of their product or service.However, they often neglect to explain how these features solve problems for their target buyers. Moreover, because the messages are product-focused, they are extremely hard-to-read. It’s just a random list of adjectives that are supposed to provoke interest. Ugh!Which of the many adjectives is the reader supposed to remember? What’s the main point of the product? What makes it special?
- Personalization. Your messages have to reflect the recipient. The reader has to feel like the message was addressed directly.
- Clear Structure. In order to avoid prospects’ confusion – your messages need to be logically structured, discovering the problem and unfolding a solution as a result.
- Conciseness. Listen, nobody wants to read your foot-long messages. Remember about the informational noise? You have to respect your prospects’ time and deliver the value right away.
- Value Proposition. Be focused on what benefits does your offer delivers, not the amazing features it has.
- Qualification. Asking the right questions can both filter irrelevant people and stimulate the relevant ones to interact with you.
- Call-to-Action. Remember that your script has to result in a real tangible action from the prospects’ side. That is why you really have to stimulate this action with your messages directly.
Summary. Step-by-step instruction.
- Identify the offer. Listen, we know you want to make your business profitable. We know you are looking for a revenue boost. However, you need to choose what exactly are you promoting. This is the only way your messages won’t sound too vague.
- Identify the audience. There is no way your messages would work if they are not targeted precisely.
- Outline the pain-points. As soon as you know your audience – it is crucial to learn about their problems. If you don’t know the problem you are trying to solve – you simply don’t know the essence of your business. In that case, you should probably do some marketing basics, then get back to messaging.
- Determine your VP. Based on your audience’s pain points, you can figure out which problems you can solve with your offer. Pick the most prominent ones and you’ll have your VP covered.
- Determine your tone of voice. Make sure you use the exact same language that is used by your audience. Even the word choice can become a common ground of a dividing wall.
- Create a logical sequence. If there is a message that can be confusing – it will be confusing. Be sure that you are leading your prospects on a clear path that would outline their problem, offer a solution, and encourage action.
- Adjust. It is almost impossible to create an efficient script right away. It’s perseverance that wins the game. Be sure to analyze all the reactions you get and be sure to adapt your messages according to the replies.