So what is it you’re actually all about? What sets you apart from your competitors? What do you do!?
Whether it’s website content, a press release or a blog promoting a product or service, you need to be able to clearly explain what it is you offer through engaging key messages. While it may seem obvious to you, how you portray this in your content marketing and to a prospect customer, can be what turns a lead into a sale.
If you’re unsure about how to develop your key messages or the ones you have aren’t quite working, keep reading to find out what you can do to develop engaging key messages that actually reflect your brand and what you offer.
It’s not uncommon for business owners to know their brand inside out, but explaining it in simple terms is where they fall short. Or in some instances, they haven’t actually defined their goals, mission and key messages.
Five Simple Questions To Help You Develop Your Key Messages
Developing your key messages isn’t always easy so don’t be alarmed if you’re struggling a little. To help you out, think about:
- How you would like your target market to summarise your business?
- What are your key services or products?
- What makes you unique from your competitors?
- Why should someone engage you or buy your products over another businesses?
- How would you sum up your business?
You may end up with several long messages, but once they’re in front of you, certain words and phrases will jump out at you and stick. You might also develop key messages and content for not only your business, but also certain products or specific services.
A Few Quick Tips
Key messages when final should be short and sharp! Use simple language – avoid long, ambiguous words. Key messages should also be in a style and tone that reflects your brand, culture and appeals to your target audience. Depending on the nature of your business, you can ask your clients via social media or over the phone for their thoughts and suggestions.
Integrating Key Messages Into Your Website Content
By now, you’ve no doubt heard of the term SEO or Search Engine Optimisation, as well as ‘key words’, ‘key phrases’ and ‘content strategy’. Without boring you with the finer details, all you need to know is it’s important your key messages are reflected throughout your content, which should be written in an easy to read yet informative and engaging manner (which is where I can help).
If you’re managing your own content, you can integrate key words and phrases into content, such as blogs or news items on your website. If you’re not sure what key words to use, or how effective your chosen words are, you can use a free tool such as Google’s Key Word Planner. This can help you identify:
- Key word ideas
- Traffic and budget estimates of your key words
- Search volumes
- And more.
Have You Got The Message Yet?
Why do you need to bother with developing key messages? What’s the value in it? Easy – your key messages are what you would like your target audience to remember you by. Your messages should hit the mark for quickly getting across exactly what you want to say, and what you’re about. From a PR campaign to your sales kit, establishing your key messages allows you to control your communications and influence how your target audience thinks about your brand. Have you got the message now?
If you would like support developing your key messages or any content for your business, call 0435 649 790 for a quick chat or to arrange a meeting.