For B2B firms, improving online messaging should be near the top of the to-do list. With B2B buyers increasingly going online to identify and research leading technology vendors, the amount of energy and resources you invest in improving online messaging will be a determining factor in your ability to acquire and convert leads.

Why Improving Online Messaging Matters

At Walker Sands, we strongly believe that digital messaging should be a core element of your brand’s marketing and PR strategies—not an add-on. The Internet has radically transformed commerce in both the B2C and B2B sectors, and businesses that fail to invest in improving online messaging to connect with core audiences are missing large pieces of their target markets.

In addition to being less expensive and faster than traditional marketing, digital PR and marketing enables smaller B2B companies to effectively compete with larger brands. So by improving online messaging, SMBs and start-ups can level the playing field and gain ground on competitors that might otherwise seem untouchable.

As social, mobile and other channels continue to grow, brands will need to focus on improving online messaging even further, expanding their online marketing strategies to encompass the full range of channels and touch points that buyers use to connect with the companies that are important to them.

Keys to Improving Online Messaging

Unlike other PR and marketing firms, Walker Sands has a long track record of improving online messaging for clients in the B2B space. We’ve developed a reputation for leveraging emerging Internet technologies to help our clients achieve real marketplace advantage and to convert digital messages into bottom line results.

Although every client is unique, we’ve observed several common strategies that B2B technology companies can use for improving online messaging:

  1. Quality Content: In many ways, improving online messaging boils down to the quality and quantity of content you serve up to targeted audiences. From contributed articles and white papers to your company website and blog posts, every piece of content you deliver is an opportunity to expand your digital presence and reach new audiences with brand messages.
  2. Integrated Messaging: In the Digital Age, a siloed marketing approach presents a serious threat to the integrity of brand messages. An Internet-savvy PR and marketing firm like Walker Sands can play an important role in improving online messaging by ensuring that the messages your brand distributes online are integrated and consistent with the messages you distribute through traditional, offline channels.
  3. Audience Segmentation: The digital arena enables the granular targeting of specific market segments. But before you can reach those market segments, you need to understand your target audience and develop a strategy to reach them with the appropriate brand messages. For most firms, the process of improving online messaging inevitably involves advanced market segmentation and the development of detailed buyer personas.
  4. Social Media: Social media is an important part of any online marketing effort. With the right approach, your investments in improving online messaging can generate added value by leveraging social media to increase brand advocacy and customer retention.
  5. Analytics: Measurement is the foundation of improving online messaging because it allows you to monitor your progress and adapt your strategy to the marketplace. At Walker Sands, we use sophisticated metrics and analytics tools to gauge the impact of brand messaging and to improve the business outcomes of your online investments.

Improving Your Online Messaging with Walker Sands

Walker Sands is full-service public relations and digital marketing firm. We have a strong track record of success in improving online messaging for B2B technology firms of all shapes and sizes. Whether you’re a tech startup or an established company interested in taking your online presence to the next level, we have the resources and expertise you need to convert online messaging into bottom line success.