The hats (and budgets) that corporate/in-house marketers wear change frequently. At any given point your company’s marketing team is managing your events, creating buzz, generating leads, building your brand, talking to your community and managing your website. At times something as simple as a social media post can cripple even the most seasoned marketer.
A Messaging Playbook helps marketers automate repetitive, time-consuming tasks – from social media posting to content curation – and squeeze more juice out of every hour.
Having shareable content that can be repurposed will stretch your marketing dollars (as well as resources) and provide the foundation for a strong lead engagement and nurturing program that extends throughout the buyer journey.
It’s content that your target audience actually wants to engage with. It’s information they want to read, watch or listen to. And it all comes from understanding who you help, how you help and why it matters.
Because if all you’re doing is selling and preaching about yourself and your product, instead of creating useful, interesting, and helpful content, then you’re wasting your marketing dollars – and resources.
Download the Case Study: The ROI of a Messaging Playbook – featuring Sun Print Solutions
At each conversion point, new content nudges them through the buying journey, until they convert into a sales-qualified lead – or better yet, a customer. The higher the conversion rate, the lower your acquisition costs.
Clarity on what makes for an ideal prospect – one that is most likely to convert into a customer – as well as where to find them, how to approach them, and when it’s the right time to add them to the sales funnel, becomes the foundation of your company’s DNA.
Having a messaging playbook makes it super simple to create campaigns, presentations, website content, sales scripts, training/onboarding guides – the list is endless. Armed with one, you can pinpoint your quickest time to money and laser-target your lead gen efforts.
“The value of the Messaging Playbook is that we now have one cohesive customer-facing message that the entire company can use. It keeps us focused, our customers are clear on how we help them, and it’s helped us close more deals,” RJ Deneau, Business Development Manager, Sun Print Solutions
Because the Messaging Playbook is not a framework, but a comprehensive document that is easy to follow and use, everyone in the company can benefit from it:
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- Marketing uses it to build web pages, create marketing campaigns, etc.
- Sales uses it to build presentations, respond to sales objections and general communications
- Executives use it in their day-to-day communications and business development functions
- Account managers use it to craft customer-facing emails and communicate consistently
- Human Resources uses it as an onboarding tool for new employees and to ensure internal and external communications are consistent.
Who do you help? How do you help? Why does it matter?
Now, more than ever, it’s critical that everyone in your company, from the floor sweeper to the CEO, be able to answer those 3 simple questions – the same way. A Messaging Playbook ensures that everyone provides your customers, prospects, partners and influencers with a consistent and value-packed message that resonates with them every time.
Download the Case Study: The ROI of a Messaging Playbook – featuring Sun Print Solutions
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