Regardless of whether you’re a 20-year-old company or a ‘fresh off seed funding’ newcomer, the IoT can be a daunting place. There are so many companies with similar-sounding products that even industry insiders get confused about “who does what.” That’s why messaging is critical to the success of your marketing efforts and thus your IoT company.
You may think your messaging is all set, but is it? Messaging is actually two-fold. Side one is your value proposition—your key attributes—and the proof points and successes that you’ve shown for each of those attributes.
Side two is how you compare your company with the competition. You should be able to complete the sentence “Unlike Competitor A, we…” or “Compared with how Company B does this, we do x.”
Much like developing an annual marketing plan, a Core Messaging exercise helps your entire team speak from the same playbook. They’ll know appropriate clients and success stories to mention because they are listed for them in the messaging document. They’ll be able to articulate the company’s key differentiators because they are spelled out in the messaging document. They’ll have access to a 30-second elevator pitch because…well, you know.
Don’t have a Core Messaging Document? Your PR firm should be able to work with you to develop one. To get started, make sure you are ready to answer these six key questions:
We recommend IoT companies undertake a messaging exercise at least once a year. Even more frequent updates to messaging documents means there’s change going on in your organization. Updates—we call them Messaging Refreshes—do not need to be a wholesale change in messaging, but rather an update to what’s new with your business: new customers, new partners, new success stories, and so on. If there’s a shift in the company or product’s direction, that also can be accounted for in a Messaging Refresh.
One final component that people often forget is external validation. It’s important to get a third-party critique of your IoT and other messaging so that what you think is great, others will think is great as well. This can come from your PR agency, if they are not working with you on messaging, an analyst firm, an advisor or other third party.
Messaging is tough, and it can take a lot of blood, sweat and tears to get it right. The end result, however, will truly have your company standing out in a crowded IoT market.
Need your help with your IoT Core Messaging Document? Contact Calysto.
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