Why The Right Message is Key to Business Success

Kate Nedogarock

May 18, 2022

According to recent report in April 2022, the total number of Internet users gain the mark 5 billion people. Besides, this figure continues to grow by 4% each year. Current trends suggest that two-thirds of the world’s population should be online by the middle of 2023.

In turn, the growth of users contributes to the emergence of new tools to attract their awareness. Digital marketing covers a lot of directions. But if you want real profits from your online activity, you need a well-formed message. In this article, we explain what this means for business owners and how it impacts business success.

Existing in the Digital Age

Global digitalization dictates new rules for running the business. Bill Gates's famous phrase: "If you're not on the Internet, then you don't exist" has become an axiom of our time. In addition, we are witnessing the growth of new generations, which can't imagine life without the Internet.

For example, Generation Z didn't even see the world before the advent of iPhones and mobile Internet. Technological progress has been a part of their lives since birth. They have never read print newspapers and were born with social media pages. This only proves that if you are not online, you do not exist for a whole generation of young people.

Meanwhile, social media use continues to grow too, with global users reaching 4.65 billion in April 2022. The number of social media users around the world has increased by 7.5% over the past 12 months.

Social Media Boom

Not only the number of users is growing. New channels of communication are constantly appearing. Every year new social media app is launched and predicted to have a great future. Recall, for example, recently mass hysteria around Clubhouse or TikTok.

But still, the world's most-used social platforms are Facebook, YouTube and Instagram. Messengers such as Telegram and Whatsapp are also not far behind. Channels on Telegram almost replace TV and became a routine way to follow the news, learn new information and watch mems. Even the business networking platform LinkedIn is regularly working on updates and launching new features.

Do You Really Need to “Be Everywhere”?

Some digital marketing experts say that companies need to be present on all known social platforms. According to them, this increases the chances of attracting new audiences and making a profit. But in reality, such tactics will not work for all entrepreneurs.

In fact, the success of the company doesn't impact the number of pages on various social platforms, but the correct positioning. The main thing is to build the right communication for each segment of your target audience.

You can gain it using only a few social media or even the one. Choose the right social platform depending on where your target audience spends most of their time. And by using propper strategic messaging you may get the best results. 

Strategic Messages and Positioning

Strategic messages and positioning are often underestimated by business owners - because the damage from wrong messages is difficult to quant. In addition, losses from incorrectly selected messages are unlikely to be quantified, such as ROI.

But messages are a key component of building any solid company. Every business organization must have a goal and vision for its business that will lead to the creation of products or services which are designed to solve the problems of specific customers.

Importance of Strategic Messaging

Strategic messages feed communication with your customers. Because customers not only buy your product but also appreciate its value. At the same time, they buy your vision and your value if they match what they were looking for in the market.

All organizations communicate with the audience in one way or another and convey to the target customers their messages and the value of their product or service.

Are Your Messages Effective?

Symptoms of ineffective messaging are not so easy to detect. Companies collect and analyze almost every conceivable metric, but how do you know your messages are working?

You can't say that your sales process continues by X%, because potential customers are too embarrassed by what they have already seen in your current offers. But there is a quality way to analyze the current transmission of messages.

One of the main attributes of strategic messaging is consistency. Effective messaging is always simple and consistent. The best way to evaluate current messaging is to look at how your company constantly talks about your products, and compare it to how your current customers talk about your product.

Effective Messaging = Simple + Consistent

  • Does everyone in your organization talk about the value of the product?

  • Do your customers have an understanding of the value and usefulness of your product?

Here are just a few questions you can ask your team and then compare the answers. A simple exercise that will help you understand the state of affairs with your messages and identify small problems before they become significant.

Conclusion

After all, we can say that it is not really necessary to "be everywhere" to achieve noticeable results. It is more important for any business to understand its strengths and the right positioning in messaging. And then the more you focus on your strengths, the more you get out of your actions.

In our next article, we'll look deeper at how to craft your message properly. Stay tuned!

Written by:

Kate Nedogarock

Marketing manager

May 18, 2022

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