The elevator pitch began with a salesman who embraced the opportunity to close a client over a short, shared ride from one floor to the next. Today, the marketing tactic unfolds between brands and consumers moment by moment across all channels and touchpoints from websites and social media to email outreach and more. And just like that elevator ride, the digital landscape gives brands only a small window of opportunity to pitch their marketing message and close a sale.
The same rules that govern the elevator pitch apply to your digital messaging. And the same questions demand the same answers. Is your company message clear and compelling or cluttered and confusing? Does your target audience know what you stand for? Do you know where to direct your prospective clients who want to learn more about your product or service? Knowing these answers gives you the tools to make the most of your digital version of the elevator pitch.
Start with what you stand for.
Your company message communicates what you stand for to your target audience. The cornerstone of the company message—the mission statement—declares your purpose. It’s the who, what, and why—the reason you assembled your team, why every member wakes up in the morning, and what happens on the field—day in and day out—until the clock runs out.
An impactful mission statement describes your company, communicates its values and objectives, and guides the actions behind everyone involved so that what you stand for resonates with simplicity and clarity among consumers and team members alike.
After you figure out the who, what, and why, the next question is the how—including how you plan to communicate what you stand for to your target audience.
Focus on the three C’s—clear, concise, and compelling—when you tether your mission statement to your brand. Understand that less is more when building a memorable brand. Hit hard and fast with a few short sentences and people will remember. Drown your messaging in long, drawn-out prose and people will lose interest.
Map the path to purchase.
After you know how to clearly communicate your message to your target audience, the next question is when to do it. The answer is within the many touch points along the customer journey that drive users down the path to purchase.
The customer experience happens across channels and includes the intent-driven moments where a prospective customer or client acts on a simple but critical decision: whether to continue along the journey with you or start anew with another brand. It’s here where you can target your messaging to improve the customer journey and path to purchase.
Messaging in the moments that matter.
We live in a world of technology-empowered instant gratification. From our smartphones to our smart watches, modern technology connects brands and consumers in a matter of—not just moments—but micro-moments.
The brands that win the day deliver the contextual, valuable, and influential messaging that drives interest in the micro-moments that matter the most.
Marketing in the modern world means meeting your customer at the virtual door, wherever the next opportunity knocks. Success finds the brands that optimize messaging across every channel along the path to purchase including at the local level.
Do you know your target audience and customer journey well enough to pinpoint your messaging down to the micro-moment? A quick review of your data can give you the answers.
What to know about your users.
Digital analytics give us the tools to understand our target audience including the users we already know and love and those yet to be discovered. The data is where savvy brands focus on delivering the right message to the right user at the right time.
As digital marketers, we drill down to figure out everything we need to know about matching messaging to users:
- Where users come from including geographic location and marketing channel
- First-time visitors vs. repeat visitors
- Landing page and total number of pages visited
- Audience demographics from household income to language spoken
- Platform or device
- Contents of shopping cart
- So much more
Focus on conversions.
Knowing information about your customer is smart. Knowing what to do with that information is smarter. And the best way to put your homework to the test is to optimize for the one digital marketing metric and key performance indicator every brand strives for: the conversion.
Your conversions could range from a simple email newsletter opt-in to a completed pop-up form. And you can influence different audiences in different ways—with different messaging—to help drive more conversions.
The data gives us the power to understand the who, what, and why—and we can use that knowledge to create a unique website experience targeted to each type of user. The old days of casting a wider net to target a larger audience with one-to-many messaging are gone. Modern brands target, reach, engage, and influence consumers across the digital landscape with personalized, one-to-one messaging.
Putting it all together.
Why squander your digital elevator pitch and leave money on the table when you can leverage data and insight to deliver the right message to the right person at the right time? At Didit, we help brands build more awareness, earn more trust, and close more sales through messaging that works in the modern world. Partner with us today—and let’s enjoy the ride to the top together.
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