Hello from my home office. We’ve all had a once in a lifetime few weeks, and the future remains uncertain, kinda scary, and unprecedented. I managed to get a social distanced walk in with my friend Neil yesterday, and it was nice to have the interaction and the fresh air. When Neil and I parted, I had a bit of a think on the rest of my walk home about about how to do what we do as B2B Marketers in these times, and specifically, no surprise, my thoughts turned to messaging.
Again, as we fight for our collective well being, it may seem trivial, but keeping what we can going in our businesses is part of our well being. So with the understanding that this is NOT the same as vacieene research or testing distribution, I will share a few thoughts.
Communicating your message is a combination of 3 elements, Tone, Content and Channel. As I am obsessed with, I had to draw them as a Venn Diagram
So first let’s take a very quick look at each of these 3 components.
- Content – What are your key value points, call to action and other ideas you want to communicate
- Channel – Where, where and how are you communicating your message
- Tone – What is the level of authenticity, relevance and sensitivity of your message
And of course, as I am always doing, I immeadiately went to labeling the intersections to find the real meaning in the Venn and here is what I come up with…
Let’s now look at the three intersections:
- Reach – How well does the content connect to buyers. Does the message match the time, place and overall context of the delivery? If channel and content are mismatched, your message will not get through
- Impact – Is the value communicated meaningful and relevant to the target, and if so, is it in the correct tone for the context that I am connecting in. If value or tone are off, you content will not have the impact you desire.
- Appropriateness – Simply put, what is the right tone for one channel, may not be for another. Phase of buying cycle, business and societal realities, why the buyer is seeing or consuming your content, push vs. pull, all contribute to the appropriateness of the communication.
Much of this is hard enough in normal times, for the foreseeable future, choosing the right content, right channel and striking the right tone will be extremely challenging for marketers. In my next three posts, I am planning on expanding on the impact of today’s emerging societal and economic challenges on Content, Tone and Channel for B2B marketing. And first, I am going to tackle what I think is the most difficult of the three, tone.
Again, I hope this series of posts helps you even in a little way. I’d love to hear your thoughts and ideas and stay connected to you! I’m here for the foreseeable future in my new home office digs and ready to virtually meet anytime! Ken