How to Define Your Key Marketing Messages in 7 Steps

Do you have a clear idea of what your business’s key marketing messages are?

Whether you do or don’t have a good grip on the messages you want your brand to deliver, this blog post will help you to nail down exactly what you are trying to say. As anyone with a company or blossoming business knows, this is not an easy task to tick off your list when building a strong brand.

Firstly, a marketing message is not a simple slogan or what services you offer. In fact, a marketing message is what your customers need to know about your company.

Still a little unsure? Read on to find out the top 7 steps to specifying your messaging.

#1: Define Your Target Audience

The first step to any marketing strategy is to determine who your audience is. What demographic are you seeking to reach? Who are you trying to talk to within that target market?

Think of your marketing as a conversation with your customers; it is always important to consider what the other person in a conversation is saying. Find out who your customer is, and then you can find out what they are trying to tell you. Your target audience is the most important part of your message because they are who you are catering your business to..

#2: Determine What Your Goals Are

The development of your marketing message will be informed by what your company’s goals are. Where do you want your company to go? Who do you want to serve? What is the next step for your company?

After you have asked these three questions, you can create a small list of your goals. Let those influence your marketing message so your customers have a sense of who your company is and what your company aims to achieve. Customers are drawn to companies with personality, so don’t be afraid to let your dreams show!

#3: Focus on Solutions

Now that you know what your business’ goals are, you can turn your attention to how that helps your customers. Focus your message on the customer by framing what you do as a solution to their problem.

For example, if you are a plumbing service, you can unclog pipes and fix issues with water heating. That is great, but your customers already know what a plumber does. They want to know more about what you specifically can do for them. What makes you different from your competition? What does your service offer them that no-one else’s does? This brings us to the next step…

#4: Research What the Competition is Doing

Researching your competition’s messaging is crucial in finding your place in the market and defining your company’s core messages. Find out what your closest competitor thinks their customers need, and you will be able to incorporate that into your own plans.

Find out what your competition is writing in their marketing materials and take a look at the keywords they use on their site too. Bidding on those keywords through Google ads will boost your chances of being found by the customers you want to find – and hopefully getting a piece of your competitors’ pie too.

While you don’t want to completely copy your fellow businesses, this research may help you discover a whole segment of your customer base that you never even considered. Keep your ear tuned to the messages others use in your industry for new and exciting opportunities.

Need us to do some digging for you? We’ve got your covered with our competitive research service.

#5: Use Appropriate Keywords

In today’s marketing world, search engine optimization is very important to your messaging. Part of the purpose of your marketing message should be to find and retain customers.

Increasing your SEO rank is important because it determines where your site ranks when people search for your business. To incorporate SEO into your strategy, you should start by thinking about what people type in the search bar to find businesses like yours.

Once you have determined the appropriate keywords to use, begin peppering them into your marketing materials: on your blog posts, in your website copy, in your web page titles and the meta descriptions. You want to make sure your top keywords appear a handful of times on your site and blogs so there is a stronger chance that Google can find your site to show customers.

#6: Test Your Message

When you think you have a solid marketing message set up for your company, try it out. If it seems like people are responding positively to your message, you can consider that a success.

If it seems like people are still struggling to understand your company’s mission or purpose, try again. There is nothing wrong with starting over when you need to.

Some things to look for in the responses to your message include: initial customer reactions, the ease of understanding your message and readability. Each of these cues will tell you valuable information about whether your company’s messaging is on the right track.

Always remember to cater to your customers and they will guide you to the message you need.

#7: Test Your Message Again

What many people don’t always realize is that marketing can be a bit of a shot in the dark. It is true that marketers know of strategies that have worked in the past, but a strategy that was perfect for one company might be terrible for another company.

The trick to marketing, especially social media marketing, is to not be afraid of trying something new.

Social media marketing is an area where testing is particularly important. Many social media ad services allow the opportunity to test two types of content (two different ads) at a time. This is called A/B testing and helps marketers determine which messages people are responding to and which they are not.


With a defined marketing message through following these top 7 steps, you will find more customers in no time. Make sure to keep those customers engaged by revisiting these tips too – and don’t forget to always keep testing. Trial and error never fails. Check out our key marketing messages service to have our experts do the research and come up with 5-7 marketing messages for your business.

If you still would prefer a little assistance with your marketing, such as keyword research for your brand or setting up a couple of Facebook ads for your company, then MarketTap is here to help.

Our marketers know the best practices in the industry and we have a selection of successful marketing packages to prove it. Book a free call today with one of our specialists and become a marketing force to be reckoned with!