how are you different: importance of a strong marketing message

www.soapboxmarketing.com

How to Be Different:Importance of a Strong

Marketing Message

www.soapboxmarketing.com

www.soapboxmarketing.com

Brought to You By…

Soapbox Marketing

• Marketing strategy & planning

• Brand messaging

• Content for web, print

• Lead generation programs

• Social media strategy / communication

• Virtual Chief Marketing Officer      

X

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Brought to You By…

Soapbox Marketing

• Big Agency Know-How

• Real “Management Team”

Experience for your team

• Passionate to a fault about

delivering Marketing Excellence

• There when you need us, for as long as you need us

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What You Will Learn

• Articulate what makes your business different

• Make an emotional connection

with your audience through your

marketing

• Build your community to build

loyalty

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www.soapboxmarketing.com

Your marketing message is not:

We do this

….and this

….and this

… and this,

too

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How do you go from…

YouYou

Web Web SiteSiteWeb Web SiteSite

SociaSocial l

MediMediaa

SociaSocial l

MediMediaa

LeaLead d

GenGen

LeaLead d

GenGen

PriPrintntPriPrintnt

C

C

C

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To This?

CustomersCustomers

WebWebSiteSiteWebWebSiteSite

SociaSocial l

MediMediaa

SociaSocial l

MediMediaa

Lead

GenGen

Lead

GenGen

PriPrintntPriPrintnt

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Who Are Your Customers?

Education?

Profession?

Age?

“I have no

time”

“ I want easy”

Income level?

“I don’t trust

you”

“I am risk-adverse”

Purchase

Influencer?

“I’m a cheap skate”

Decision

maker?

Tech savvy?

Job Function?

I HATE to shop

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What are their Pain Points?

What is the thing they need, or the

problem/concern they have that

your company can fix better than

your competitors can?

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Customer Profiles

Start by building Personas for each target customer.

Be descriptive… humanizing.

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Personas

Lou owns a growing, mid-sized manufacturing company. Lou is in his 40s, wears glasses and tries to squeeze in an early-morning workout whenever he can. He wears jeans to work, and drives a late model SUV with a booster seat in the back seat. He's harried and worries about managing his company's growth. He wants to use technology to increase operational efficiency and customer satisfaction, and to offset the rising costs of doing business, but doesn't know where to start.

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Personas

Jill is Lou’s director of sales. She's 32, single, a competitive runner, and is partial to 80s rock. She drives a new BMW convertible. She struggles with managing a dozen salespeople, many who are 10 to 15 years older then her. Jill wants the company to invest in a new CRM system to replace the contact management they outgrew, but wonders how she'll convince Lou and the company's CFO to spend the money.

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Now What?

• WRITE IT DOWN!

Create a Brand Overview

so that every company stakeholder

views your brand in the same way.

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3 Characteristics of GOOD Marketing Messages

Clarity

Relevancy

Credibility

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Your Website

- What’s my message?

- Will they know they are in the right place?

Clarity

- Does the visitor get my message quickly?

- Information is easy to find

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Your Website 

- Keep your web site customer-focused

- Your “look and feel” matches your business

- Who Cares? Talk about what concerns them

- Give ‘em what they came for !

Relevancy

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Your Website

- Believable, trustworthy, expert

- Proof Points: Testimonials, case studies, stories, videos, articles, white papers, customer list

Credibility

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9 Second Rule

You have just 9 seconds to get your message across

Let’s first look at examples of BAD home pages…

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What the heck do these folks DO???

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What the heck do these folks DO???

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Who we are

Why we’re different

Benefits to you

Now let’s look at a targeted home page…

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Why you should care

To Donors

To Media

To Pharmacists

Clear messages to 3 target audiences.

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Be Consistent

Consistency builds brand awareness!

Repeat your message everywhere because…

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Social Media

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Make Your Message Social

• Your message and value proposition must carry to your social media presence.

• Content you post should reinforce your message whenever possible.

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Provide valuable info

Share original content

Demonstrate expertise

Start conversations

Build community

Create Social Media Value

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Blog? About What?

• Market trends/perspective

• Issues important to your customers

• Client success stories

• Your niche expertise

• New products & services

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Remember:

• Tell ‘em what makes you different

• Demonstrate value – why choose you

• Define your audience & pain points

• Clarity, Relevancy, Credibility

• Be consistent

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We Can Help

Soapbox Marketing helps organizations like yours to:• Make an emotional connection with

your audience.• Articulate value in all your

communications• Demonstrate uniqueness in all your

marketing touches

www.soapboxmarketing.com

Call: 703-626-1297

jsaunders@soapboxmarketing.com

www.soapboxmarketing.com

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