What is a company’s marketing message and why does it matter?
As a marketer, you might have heard the terms value proposition, marketing statement or other variations floating around. But what do they mean? Do they actually add any value to your marketing? Is it all just a bunch of baloney? We’re here to tell you.
It’s not. In fact, doing a business value proposition is one of the most important things you can do for your business. Why? Because it gives your company a solid understanding of where they are in the marketplace.
Often, directors have a very different idea to the tech team to the sales and marketing team about where the true value of their business lies. Sometimes, the value that the customer sees won’t be your big promotion point at all! It’s important to make sure that you are all on the same page, so you can promote a marketing message that accurately reflects your business and entices the target audience you really need.
That’s why we say to marketers if you could sum up in one statement these three things, what would they be:
- Who your target customers are
- Why they buy from you
- What value you bring to their situation.
There you have the makings of a marketing message or statement.
Of course, this could change over time as your business grows or develops new products, which is why we always build our marketing campaigns with our marketing statement in mind. Revisit it every 3, 6 and 9 months. Is your business still in the same space? What message are you trying to promote through your marketing campaign and how does it relate to the core of your business? How does it relate back to your marketing statement?
Product campaigns are no longer enough for marketers. You need to have a vision, a purpose and a story for customers to believe in you, whether that’s B2B or B2C. After all, we’re all human. That is why value propositions, marketing statements and messages are so important.
Because, at the core of any campaign, there must be the reason why you marketing in the first place and it must be tailored and personalised, at all times, to the value you bring customers.
If you’re looking for further advice when it comes to your marketing, check out this guide we wrote specifically for B2B companies!