Keeping Your Messaging (and Life) in Sync
by Maria Berra
Life is a constant juggling act. Between managing marketing strategies for my clients, coaching high school basketball, creating art in my “spare time”, and keeping up with my two active kids, (not to mention two cats, a dog, a parrot, an axolotl, and a husband) clear communication is the only way things don’t completely unravel. (I bet you can relate.)
I have found the same to be true in marketing. If you don’t have a clear, well-planned messaging strategy, your brand’s communication can quickly become scattered, inconsistent, or even confusing to your audience. And for a small business like yours, this can mean missed opportunities, lost customers, and wasted time.
So how do I keep everything running smoothly at home and at work? While it’s never perfect, it helps to be sure everyone is on the same page and working toward the same goals. Here’s how you can apply that same thinking to your messaging strategy.
Set clear expectations.
At home, if I don’t communicate the game schedule in advance, I end up scrambling at the last minute – kids looking for uniforms, dinner plans falling apart, and everyone feeling stressed. Similarly, in marketing, if your messaging isn’t clearly defined, your team (and your audience) won’t know what to expect.
A strong messaging plan starts with clarity: Who are your customers and what motivates them? What do you want your customers to know? How do you want them to feel? What action do you want them to take?
Define these elements early and make sure everyone in your company understands them. The clearer your message, the easier it is for your audience to connect with you.
Consistency is key.
If I tell my kids one thing in the morning (“We’re having tacos for dinner”) and something different in the afternoon (“Actually, we’re going out for pizza”), I’m going to get some frustrated looks. People like consistency, and your customers are no different.
Your marketing should have a clear, cohesive message across all platforms – your website, social media, emails, and advertising. If your brand voice sounds fun and friendly on social media but overly corporate in emails, your audience won’t know what to expect from you.
Consistency builds trust, and trust builds loyalty.
Be timely.
If I don’t remind my family about an event until the day before, I get a lot of groans and complaints. The same thing happens when businesses wait too long to communicate important updates, promotions, or seasonal campaigns.
Similar to a family schedule on your refrigerator or a dry erase board to chart basketball plays, you should have a content calendar that allows you to be proactive rather than reactive. It gives you time to craft thoughtful content, schedule promotions strategically, and ensure your message reaches the right audience at the right time throughout all phases of the customer buyer’s journey.
Manage your messaging.
At the end of the day, good messaging isn’t just about writing great copy. It’s about making sure everyone – your team, your customers, and your community – is on the same page. Just like managing my home and work days, the key is clarity, consistency, timing, and engagement.
So, is your messaging plan in sync? If not, I hope my busy schedule provides you with a little inspiration and wisdom. Thoughts? At Spoke, we’re around if you ever want to talk about messaging that works (without all the chaos, of course).
Maria Berra is an Account Executive at Spoke Marketing (www.spokemarketing.com). The company provides fully-integrated marketing and sales programs that define and activate the customer buyer journey.