Value proposition, messaging, and positioning are all fancy marketing terms to describe the intention your company wishes to set with your target customers.
While these three things individually are different, when you weave them together, your customers should walk away with an understanding of:
- Who you are as a company
- The value your B2B tech company provides to them
- How can you help them solve a pain point, in a unique way
- What your company stands for
This core understanding serves as the foundation for what your company stands for in the mind of your customer. And in a crisis, they are on full display for all to judge.
Your target audience is changing every day- especially during a crisis. When your customers are changing, so must your marketing strategies. Stay updated on the latest B2B SaaS marketing tactics by signing up for our newsletter here.
The Three Musketeers: Value Proposition, Positioning, and Messaging
Value Proposition, Positioning, and Messaging: All of these words used interchangeably cause confusion about the real value of each. Leave it to marketers to do something confusing.
- Value proposition is the promise you make to customers, it is what you want customers to think about your brand.
- Positioning is one of the most important parts of a persona-based (or segmentation-based) marketing strategy. It drives what you say for specific audiences you want to build connections with.
- Messaging is a set of specific statements about what you do and the need you serve to reinforce your positioning and connect back to your value proposition. Think of it as the middle of positioning and content creation.
How do you want customers to think about your product or services? How will you deliver this in the form of a promise?
Reflects a subset of the value proposition. For example, you “position” yourself in a very specific way to a very specific segment of your audience. Common positioning strategies map back to the target marketing strategies we covered earlier:
Messaging is a subset of positioning and is the art of what you will say to your specific customer segments using their language and their pains to build a bridge to your offering. It’s how you combine value prop and positioning.
Messaging can be further segmented into messaging strategies including:
Who are you? What your messaging says about you.
History shows that every crisis reveals clues about a company’s character. Crises surface important insights into a company. How you manage and recover from a crisis reveals your organization’s values.
A company’s values drive the behavior of its employees and clarify its purpose as a company. A company that has strong values and honest relationships with customers, for example, likely shares those same values with their employees and their community.
Thankfully, history shows that all crises come to an end. How companies come out is largely dependent on their core values (their truths).
Pillars of an effective messaging strategy
Knowing your customer deeply
Delivering a message that is about them
Owning what you do well
(Value Proposition | Positioning | Messaging)
Once you have your messaging strategy defined, you have the building blocks to begin developing your content strategy.
If your message is hurting you. We can help.
Take a quick, but hard look at your messaging. Place yourself in your customer’s shoes. Can you identify your value proposition, positioning, and messaging? Are your marketing activities sending your customers the messages you are intending to send?
Whether you are looking to adjust your messaging to suit the current times or wanting to redefine your communication strategy, we can help. Book a 30-minute consultation with our marketing experts to learn how you can clearly articulate your company’s purpose to your target audience.