It isn’t just a question of attracting customers, but bringing your product or service to the type of customer who will use it regularly, value it, and recommend it to others. Repeat or long-term customers generate significantly more revenue than one-time buyers. Bain & Company and Harvard Business school report that increasing customer retention rates by just 5% raise profits by 25% to 95%.
It is not worthwhile to exhaust your marketing budget on finding new customers if they are likely to search for what they need elsewhere. The key to attracting the kind of person who will be your long-term customer is through strategic messaging.
What is Strategic Messaging?
Imagine a person standing in a room filled with people. He starts to talk bout something he made that he thinks these people might find useful. A few people may start to wonder if the person is sane. If it is a large crowd, they are likely to ignore him. Others may assume he is talking to someone else. A few people may listen, but it would only be a minute number compared to the number of people in the room.
Now, imagine a Ted Talk. Everyone there is gathered to listen to a specific person who is going to talk about a certain topic. Individuals in the audience may have different reasons for coming, but they all feel they can benefit from the talk. They are more likely to listen to the speaker and follow the advice than if he just starts speaking in a crowded room.
Regular marketing is like the person standing in the room trying to get the attention of people in a crowd. Strategic messaging is like the Ted Talk. It is focused on a certain audience and delivers information about something valuable that they need. Strategic messaging is concerned with creating a story for your product or service, finding the right audience, and establishing a connection.
How to Incorporate Strategic Messaging into Your Marketing Strategies
Gather data from customer reviews, posts, and discussions about your brand on social media and notice the feedback you are consistently getting. Why do people purchase your product? Why do they feel they need it? When would they recommend it to others?
The answers to these questions define your messaging. Different people seek different things from your offerings, so divide your customers into personas and target your messaging to appeal to each of these personas. Divide your marketing content into categories that are sent to corresponding personas. Your customers will feel that they are being addressed directly through your strategic messaging and are more likely to respond to calls to action.
Strategic Messaging Boosts Revenues
According to Sirius Decisions, poor communication and insufficient value messaging account for 26% of sales failures. By the same token, successful messaging boosts revenues. Think about that company that seems to “get you” or the product that feels as if it were specifically designed with you in mind. While products are important, they are unlikely to reach their potential without messaging that will bring them to customers who will appreciate them and recommend them to others.