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Targeted messaging reduces B2B marketing wastage

September 2019Helen

We know as consumers we’re faced with billions of messages every day.

We’re faced with on average 40,000 products every time we visit the supermarket, and modern consumers are bombarded with on average 5,000 adverts online, on social media and TV as well as in print every single day. As consumers how do we cope? Well, we filter things very quickly. First and foremost if something hasn’t grabbed our attention in just three seconds we lose interest. And it can take up to 7 times for us to see a product or service for it to really start to register with us and even then we will probably still only act when we are actively looking for it.

The business world is getting just as complex.

In 2019 there were…

  • 1.94 billion websites at the last count
  • 610 million members on LinkedIn with LinkedIn responsible for 80% of B2B leads on social media
  • 126 million Twitter users
  • 293.6 billion emails being sent every day

That’s a lot of messages in our busy lives and it creates a considerable challenge for the B2B marketer trying to engage with their customers.

How can the B2B marketer cut through all that noise?

There are 3 things to consider, the message, the design and the channel. But here we’re just talking about the message. Getting the right message is key. Simple, straight to the point, say what your customer needs. Help your customers decide by making it easy for them to choose. Sounds easy to do, but it isn’t. Typically we want to say everything we do and offer and put too much information in our communications. But by putting too much information or non-relevant information we lose our engagement and lose another potential customer.

Getting the right message, targeted to the right audience will help you cut through the noise and get better results.

Here are a few of my top tips to help you get your messaging right:

  • Keep your messaging simple.
  • Know your proposition really well (what you are offering).
  • Put yourself in your customer’s shoes.
  • Tell customers what they want to know, not what you want to tell them!
  • Remember the 3-second rule. Does your messaging pass the test?

Getting your messaging right can really stop a lot of marketing wastage. Remember, 94% of B2B buyers now do their own research, so you are probably missing out if your website isn’t clear. Get professional, expert help if you think your company needs it. You will reap the rewards with a better return on investment for all of your marketing activities.

Call 01457 857111 for more information.

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