| Reaching Companies with Your Core Marketing Message |
| Invention Development Advice - Marketing | |||
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A core marketing message is the fundamental tool used for communication with a prospective customer.
A core marketing message is the fundamental tool used for communication with a prospective customer. Your core marketing message goes beyond your unique value proposition, which states to your prospect the primary benefit offered by your company's product or service. Rather, the core marketing message serves as the foundation for your entire marketing strategy by making it easier for you to talk about your business, and for decision makers to remember and spread the word. The potential client base that you are trying to reach needs to understand your company clearly. Instead of them wondering about what it is that your company does, you can just let them know with your core marketing message. It should communicate why your products or services solve their problems and why they can trust in your company's ability. B2B businesses handle sales differently than other companies. There is often more than one person who has to decide on whether or not to purchase from your company. For this reason, you need to use memorable marketing techniques. Consider the following ideas when forming your core marketing message. * Potential clients - What types of companies would be interested in your products or services? Where do they operate? Would they be big or small businesses? Use these questions to imagine your perfect B2B customer. * Advantages - Think about what problems your target clients are facing. How does your company solve those problems? What advantages do you offer to your clients? * Solutions - What beneficial solutions to your clients' problems do you offer? What positive results will they see after using your products or services? * Evidence - Make use of references from past customers and real life testimonials to attract new clients. Your B2B clients will be more motivated to buy from you if they see that other companies have already benefited from what you offer. Your core marketing message should appear in all your marketing materials. This would include press releases, articles, your website, and white papers. Take a look at your marketing materials, and consider your sales presentations. Is there a consistent, easily identified core marketing message shared by all these marketing tools? Prospective business clients don't have time to spend figuring out just what it is that you do. Your message must be simple, well-crafted, and delivered quickly and clearly to achieve the maximum result. More information: Ray Perry, founder of MarketBlazer, draws upon more than 25 years of senior marketing, sales and C level management experience. His expertise helps small businesses find prospects they are unknowingly ignoring and works with them to develop strategies to inform, educate and engage these prospects as long-term clients. Check out his website at www.marketblazer.com
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