{"id":41585,"date":"2020-03-02T00:00:00","date_gmt":"2020-03-02T08:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/messaging-strategy\/"},"modified":"2025-03-13T06:29:51","modified_gmt":"2025-03-13T13:29:51","slug":"messaging-strategy","status":"publish","type":"post","link":"\/us\/en\/blog\/messaging-strategy\/","title":{"rendered":"How to build an effective messaging strategy"},"content":{"rendered":"<p data-pm-slice=\"1 1 []\">Consider all the channels through which customers and potential clients learn about your business. As a small business owner, you have a unique advantage: substantial control over your information flow.<\/p>\n<p>You determine where and how you advertise, the content of your communications, and the core message you wish to convey. This forms the foundation of your messaging strategy. In this blog, we&#8217;ll guide you on how to craft an effective messaging strategy that resonates with your audience and drives engagement.<\/p>\n<p>In this post, we\u2019ll look at:<\/p>\n<ul style=\"font-size: 15px;\">\n<li>\u00a0 \u00a0 \u00a0 <a href=\"#What a messaging strategy is\">What a messaging strategy is<\/a><\/li>\n<li>\u00a0 \u00a0 \u00a0 <a href=\"#The 4 essential elements of a messaging strategy\">The 4 essential elements of a messaging strategy<\/a><\/li>\n<li>\u00a0 \u00a0 \u00a0 <a href=\"#The benefits of a messaging strategy\">The benefits of a messaging strategy<\/a><\/li>\n<li>\u00a0 \u00a0 \u00a0 <a href=\"#4 real-life examples of messaging strategies\">4 real-life examples of messaging strategies<\/a><\/li>\n<li>\u00a0 \u00a0 \u00a0 <a href=\"#How to create your own messaging strategy\">How to create your own messaging strategy<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\"><span style=\"font-weight: 400;\">\t\t\t<\/p>\n<div class=\"rc-bottom-cta rc-bottom-cta__landscape\" style=\"background-color:#FF8800;flex-direction: row-reverse;\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t\t<img decoding=\"async\" width=\"930\" height=\"700\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2024\/05\/Blog-hero-4.png\" class=\"responsive-image\" alt=\"Read our new ...\" \/>\t\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"rc-bottom-cta__text\" style=\"color:ffffff;\">\n<h3\n\t\t\t\t\t\t\t\tclass=\"rc-bottom-cta__title headline-copy\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t>Read our new report, <\/span><i><span style=\"font-weight: 400;\">How AI is Changing Employee &amp; Customer Experiences,<\/span><\/i><span style=\"font-weight: 400;\"> to learn how top-performing companies are deploying AI to benefit their customers and employees<\/h3>\n<\/p><\/div>\n<div class=\"rc-bottom-cta__btn-wrapper\" style=\"\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg rc-bottom-cta__link\"\n\t\t\t\t\t\t\t\ttitle=\"Read now\"\n\t\t\t\t\t\t\t\thref=\"https:\/\/www.ringcentral.com\/report\/ai-changing-employee-customer-metrigy-report.html\"\n\t\t\t\t\t\t\t\tdata-dl-name=\"Read now\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"button\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"bottom cta banner\"\n\t\t\t\t\t\t\t\tdata-no-auto-dl=\"true\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t\t\tonmouseover=\"\"\n\t\t\t\t\t\t\t\tonmouseout=\"this.style.backgroundColor='';this.style.borderColor='';this.style.color='';\"\n\t\t\t\t\t\t>Read now<\/a>\n\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<hr \/>\n<p><a name=\"What a messaging strategy is\"><\/a><\/p>\n<h2>What is a messaging strategy?<\/h2>\n<p>A messaging strategy is the key to successfully marketing your business. It\u2019s how you position yourself, it\u2019s your communication methods, and it influences every bit of text connected to your business, from in-store signage and advertising to <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/support-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer support emails<\/a> and web copy.<\/p>\n<p>Your messaging strategy helps you build <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/brand-awareness\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand awareness<\/a> and informs your customers about who you are as a business\u2014and it just might be a deciding factor in whether or not they choose to support you. So it\u2019s important to construct it with care: think about your overarching message, how you want to market yourself, and how you want to develop your messaging over time.<\/p>\n<p><a name=\"The 4 essential elements of a messaging strategy\"><\/a><\/p>\n<h2>4 essential elements of a messaging strategy<\/h2>\n<p data-pm-slice=\"1 1 []\">When you first start building your messaging strategy, there will be many factors to consider. Don\u2019t get overwhelmed\u2014begin with the essentials and build from there. Here are four key areas to focus on right from the start.<\/p>\n<h3 class=\"heading h3\">1. Distinguishing factors<\/h3>\n<p>What sets your business apart from the competition? Identify the unique elements that make your business stand out.<\/p>\n<p>Consider this from your customers&#8217; perspective. Why should they choose your business over others? What unique value do you offer?<\/p>\n<p>Your distinguishing factors could be anything from exceptional customer service and ethical business practices to high-quality products. For instance, M&amp;Ms have been recognized for their slogan, \u201cMelts in your mouth, not your hand,\u201d since 1949. This unique selling point has made them memorable and relatable, emphasizing their advantage over messy, melted chocolate.<\/p>\n<p>Without a clear unique selling point, your messaging strategy is unlikely to be effective. Highlight your distinguishing factors and integrate them into your brand identity.<\/p>\n<div class=\"rc-subscribe\" id=\"new-rc-subscribe\"  style=\"background-image:url('\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/subscribe.png')\">\n\t\t<button class=\"close js-popup-close\"><svg class=\"icon_close_mobile\" width=\"20\" height=\"20\"><use xlink:href=\"#icon_close_mobile\"><\/use><\/svg><\/button><\/p>\n<div class=\"rc-subscribe__wrapper\">\n<div class=\"rc-subscribe__wrapper_text\">\n<h3 class=\"rc-subscribe__title h2\">Stay informed with RingCentral<\/h3>\n<div class=\"rc-subscribe__subtitle\">Subscribe to our emails for the latest blogs, events, and exclusive content on AI-powered communication solutions. Stay ahead with insights and tips from the leader in trusted AI communications.<\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/legal\/privacy-notice.html\" target=\"_blank\" data-dl-name=\"Privacy Notic\" data-dl-element=\"link\" data-dl-additional-info=\"social\" rel=\"noreferrer noopener\">Privacy Notice<\/a>\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"rc-subscribe__wrapper_form\">\n<form class=\"\" data-event-init=\"true\" novalidate data-js-form>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\tname=\"email\"\n\t\t\t\t\t\t\t\tplaceholder=\"Email address *\"\n\t\t\t\t\t\t\t\ttitle=\"Must be valid email. example@yourdomain.com\"\n\t\t\t\t\t\t\t\tminlength=\"4\"\n\t\t\t\t\t\t\t\tmaxlength=\"255\"\n\t\t\t\t\t\t\t\ttype=\"email\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tpattern=\"[a-z0-9._%+\\-]+@[a-z0-9.\\-]+\\.[a-z]{2,}$\"\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\tautocomplete=\"on\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-events-hover=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"email\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"LET'S WORK TOGETHER\"\n\t\t\t\t\t\t\t\taria-label=\"Email address *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"email-subscribe-errors\"\n\t\t\t\t\t\t><br \/>\n\t\t\t\t\t\t<span class=\"field__errors\" id=\"email-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<select\n\t\t\t\t\t\t\t\tname=\"Country__c\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-label=\"Country *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"country-subscribe-errors\"\n\t\t\t\t\t\t><option value=\"\" disabled=\"disabled\" selected=\"selected\">Country<\/option><option value=\"Canada\">Canada<\/option><option value=\"United_States\">United States<\/option><\/select><\/p>\n<p>\t\t\t\t\t\t<span class=\"field__errors\" id=\"country-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<button type=\"submit\" data-event-init=\"true\">Subscribe<\/button>\n\t\t\t\t\t<\/div>\n<\/p><\/form>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"confirm-form\" role=\"status\" aria-live=\"polite\" style=\"display: none;\" aria-hidden=\"true\">\n<div class=\"confirm-form__text\">Thank you for your interest in RingCentral<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<h3>2. A stated goal<\/h3>\n<p data-pm-slice=\"1 3 []\">What do you aim to achieve with your business, and how do you communicate that to your customers?<\/p>\n<p>A generic goal like \u201cgenerate profit\u201d is not compelling enough for a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/marketing-objectives\/\" target=\"_blank\" rel=\"noopener noreferrer\">meaningful marketing objective<\/a>, especially in today\u2019s market where consumers are more globally conscious and drawn to businesses with a clear purpose. When your purpose resonates with customers, it benefits both them and your business.<\/p>\n<p>Take Mozilla Firefox as an example. Despite not being backed by a major tech corporation, it remains the world\u2019s third most popular internet browser. Mozilla\u2019s goals are transparent: \u201c&#8230; to ensure the Internet is a global public resource, open and accessible to all&#8230; where individuals can shape their own experience and are empowered, safe, and independent.\u201d Their commitment to online privacy and security has cultivated a loyal following, demonstrating the power of a well-defined goal.<\/p>\n<div class=\"mceTemp\"><\/div>\n<h3>3. An understanding of your target audience<\/h3>\n<p data-pm-slice=\"1 1 []\">Just as customers need to understand your goals, you need to understand your customers. Gathering as much information as possible about your <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/how-to-find-your-target-audience\/\">target audience<\/a> will help refine your messaging strategy to effectively reach them.<\/p>\n<p>Defining a target audience can be challenging, but starting too broad can hinder the effectiveness of your strategy. Tesla is a prime example of a company that began with a narrow target market. Their first vehicle, the Tesla Roadster, was aimed at wealthy, environmentally-conscious individuals who desired a luxury electric car. As Tesla\u2019s brand grew, their target audience expanded, allowing them to produce more affordable models like the Model 3, now the top-selling electric car worldwide.<\/p>\n<p>By understanding its customers, Tesla was able to <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/how-to-scale-a-business\/\">scale its business<\/a> exponentially.<\/p>\n<h3>4. A compelling story<\/h3>\n<p data-pm-slice=\"1 1 []\">Your business was founded for a reason, so share that story. The narrative behind your company can help customers form a deep emotional connection with your brand.<\/p>\n<p>Incorporate your story into your messaging strategy\u2014it represents your origins, current activities, and future aspirations. Personalizing your business in this way can strongly resonate with your target audience.<\/p>\n<p>Compelling stories evoke emotions. Take Toms Shoes, for example. The company&#8217;s founder traveled to Argentina in 2006, where he encountered severe poverty, particularly the lack of shoes.<\/p>\n<p>This experience inspired him to create a sustainable, for-profit business that didn&#8217;t rely on donations. Since then, this story has been a cornerstone of Toms Shoes&#8217; messaging strategy. For every pair of shoes sold, Toms donates a pair, resulting in over 88 million pairs donated to date.<\/p>\n<p><a name=\"The benefits of a messaging strategy\"><\/a><\/p>\n<h2>The benefits of a messaging strategy<\/h2>\n<p>From the elements discussed above, you should already see the power of a good messaging strategy. Marketing yourself without a unified strategy could end up alienating potential customers: they might end up confused about the purpose of your brand. At worst, you could be seen as incoherent. But the impact of a good and cohesive strategy will go beyond what we\u2019ve already talked about to empower all aspects of your business.<\/p>\n<p>When you\u2019re creating marketing materials, whether they\u2019re <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-marketing-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">emails<\/a>, signs, coupons, or something else, your messaging strategy will guide you towards what to focus on and what tone of voice to use. If you\u2019re writing blog articles or <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/social-media-campaign-planning\/\" target=\"_blank\" rel=\"noopener noreferrer\">planning a social media campaign<\/a>, you\u2019ll know how to speak to your customers in a way that catches their attention.<\/p>\n<p>A good messaging strategy also helps with <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-teamwork\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service teamwork<\/a>. Educating customers using consistent language is easier when you can speak to them in a way that you know they\u2019ll understand.<\/p>\n<p>And, just as importantly, it will help you outside the workplace. Imagine yourself at a dinner party. You\u2019re witnessing an interaction between two strangers who are getting to know each other. One says something like, \u201cSo what do you do for work?\u201d The other person reacts in one of two ways:<\/p>\n<ol style=\"font-size: 15px;\">\n<li>They smile or laugh awkwardly and launch into a long-winded explanation that loses the interest of whoever\u2019s listening.<\/li>\n<li>They give a short and concise explanation, so the conversation can either continue or change topics.<\/li>\n<\/ol>\n<p>Which would you rather be? As a small business owner, you\u2019re representing your business at all times. So whenever questions like, \u201cWhat do you do?\u201d come up, you\u2019ll know exactly what to say and how to explain it.<br \/>\n<a name=\"4 real-life examples of messaging strategies\"><\/a><\/p>\n<h2>4 examples of unique messaging strategies<\/h2>\n<p>Here are some real-world examples of brand and marketing messaging examples, from slogans and campaigns to digital strategies.<\/p>\n<h3>1. Nike<\/h3>\n<p style=\"padding-left: 40px;\">Industry: Sports apparel and equipment<br \/>\nLocation: Worldwide<br \/>\nMessaging strategy: Spark a desire to exercise in customers of all fitness levels, from first-timers to serious athletes<\/p>\n<p>Nike\u2019s messaging is tough, straightforward, and motivational without being pandering. Their<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\" target=\"_blank\" rel=\"noopener noreferrer\"> most famous campaign of all time<\/a>, which first launched in 1988, created one of the most recognizable retail slogans out there. Maybe you know it?<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-4154\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-63-1024x683.png\" alt=\"Nike: Just Do It\" width=\"840\" height=\"560\" \/><\/p>\n<p>The entire brand strategy revolves around this line. It works because \u201cJust Do It\u201d speaks to everyone: it\u2019s a no-nonsense statement, whether you\u2019re a casual gym-goer or a professional athlete. Nike credits their messaging strategy for helping them grow their sales worldwide by over $8 billion from 1988 to 1998.<\/p>\n<h3>2. Levenfeld Pearlstein<\/h3>\n<p style=\"padding-left: 40px;\">Industry: Legal<br \/>\nLocation: Chicago<br \/>\nMessaging strategy: Create a huge holiday initiative to both help a community organization and differentiate the firm from other companies<\/p>\n<p><a href=\"https:\/\/www.lplegal.com\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Levenfeld Pearlstein<\/a>, a Chicago-based law firm, won first place in the 2017 Legal Marketing Association\u2019s messaging strategy awards category thanks to an inventive approach to greeting cards. During the holiday season, Levenfeld Pearlstein sent out lockboxes instead of the usual envelopes.<\/p>\n<p>To open the lockbox, recipients watched a two-minute video about the Chicago Community Kitchen, which helps underemployed people find work in the food industry and provides meals for low-income individuals. The video explained the purpose of the Chicago Community Kitchen, and showed participants making chocolate bark. The unlock code for the box was given at the end of the video. Upon unlocking, viewers found the same chocolate bark that they had just watched being made.<\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"CCK: Can You Change Someone&#039;s Life in 14 Weeks?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/zphh7JZ_pdM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p>By leveraging a unique mix of old-fashioned tech and digitalization, this move went above and beyond the usual holiday greeting, and resulted in a huge burst of donations for the Chicago Community Kitchen. With this strategy, Levenfeld Pearlstein greatly benefitted an important community organization and created holiday goodwill all around.<\/p>\n<h3>3. Pharmacy2U<\/h3>\n<p style=\"padding-left: 40px;\">Industry: Healthcare<br \/>\nLocation: The United Kingdom<br \/>\nMessaging strategy: Introduce a new <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">communication tool<\/a> to better interact with and serve patients<\/p>\n<p><a href=\"https:\/\/www.pharmacy2u.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pharmacy2U<\/a> is an online pharmacy based in the UK. Through a partnership with Britain\u2019s National Health Service, Pharmacy2U delivers repeat prescriptions to homes of hundreds of thousands of customers.<\/p>\n<p>As of 2018, they were adding roughly 7,000 new customers per week. As a fully internet-based company, Pharmacy2U needed to show that they were able to keep up clear communications and a high degree of customer service.<\/p>\n<p>To do that, they decided to use <a href=\"https:\/\/www.ringcentral.com\/contact-center\/overview.html#ring-cc-off\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral Contact Centre\u2122<\/a>, an <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/omnichannel-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\">omnichannel customer service<\/a> solution that lets customers choose their preferred method of communication, whether that\u2019s voice, chat, SMS, or email. The platform comes with self-service options to help patients connect with the best possible advisor and includes tools to optimize Pharmacy2U\u2019s staff scheduling and call centre <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/efficiency-vs-effectiveness\/\" target=\"_blank\" rel=\"noopener noreferrer\">efficiencies<\/a>.<\/p>\n<p>A messaging strategy isn\u2019t just about the text and copy used\u2014it\u2019s also how a company chooses to communicate with their customers. By streamlining communications, Pharmacy2U showed patients that they care about having a fully customer-centric business, and they\u2019ve seen an 80% increase in prescriptions filled from 2018 to 2019.<\/p>\n<h3>4. PayPal<\/h3>\n<p style=\"padding-left: 40px;\">Industry: Financial technology<br \/>\nLocation: Worldwide<br \/>\nMessaging strategy: Differentiate themselves from their former parent company (and other payment companies) by highlighting innovation<\/p>\n<p>In 2015, it was announced that PayPal would split off from their parent company, eBay. Eager to differentiate themselves from their former owner, PayPal launched their \u201cNew Money\u201d campaign in 2016, premiering their first-ever TV ad during Superbowl 50:<\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"PayPal New money in town The Best Super Bowl 2016 Commercial  Ad\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/bhHCPQciWlE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p>\u201cNew Money\u201d showcased PayPal\u2019s messaging strategy: that their payment method is unhindered by time zones or technological restrictions. PayPal is all about being forward-thinking and leaving limitations behind. \u201cNew Money\u201d is inclusive and available to all, in contrast to \u201cold money,\u201d which is portrayed in the ad as archaic and out of touch.<\/p>\n<p>\u201cNew Money\u201d was well-received and helped PayPal distinguish themselves as a key player in finance. As of 2019, PayPal sits at number 204 on the Fortune 500.<br \/>\n<a name=\"How to create your own messaging strategy\"><\/a><\/p>\n<h2>How to create your own messaging strategy in 5 steps<\/h2>\n<p>So, you\u2019ve got your four essential elements of a messaging strategy, and you can see the importance of it. But pulling one together is still a big task. Don\u2019t worry\u2014here\u2019s a step-by-step guide to creating your own messaging strategy.<\/p>\n<h3>1. Create a guide<\/h3>\n<p>Your messaging strategy needs to be outlined in a guide. This guide should contain your unique selling point, your company goals, information about your target audience, and your company\u2019s story. Slogans or taglines also go in here.<\/p>\n<p>In addition, your guide should contain style instructions, such as <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-service-voice\/\">tone of voice<\/a>. Do you want to keep things positive in communications and avoid negativity as much as possible? Or maybe you want to name-check competitors and industry big fish to show that you can do it better. Collect ideas and let the best ones win.<\/p>\n<p>Of course, once you\u2019ve created your guide, it has to be easily accessible to you and your workforce. Otherwise, it won\u2019t be used. Apps like <a href=\"https:\/\/www.ringcentral.com\/rcapp.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral<\/a> are built for file sharing and collaboration. Your guide will evolve as time goes on, so your team needs to be able to read it, comment on it, and edit it whenever it needs to be updated:<\/p>\n<h3>2. Manage your messaging channels<\/h3>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-58029\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/Article-image_RingEX_Desktop-Messaging-team.png\" alt=\"\" width=\"2048\" height=\"1152\" \/>There\u2019s a dizzying amount of digital channels and tools in <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/marketing-stack\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing stacks<\/a> out there. Marketing emails are a favorite of businesses, but they shouldn\u2019t be your only way to communicate directly with customers. If you\u2019ve got a Facebook page, Instagram account, or Twitter account, you\u2019ll be interacting with customers across all of these.<\/p>\n<p>With<a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\"> RingCentral Engage Digital<\/a>\u2122, you can combine messages from all digital channels, from those mentioned above to Apple Business Chat, WeChat, in-app messaging, and more. It even lets you merge customer identities from multiple platforms into a single profile to help you personalize your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer\u2019s experience<\/a> even further.<\/p>\n<p>If you\u2019re using SMS to talk to customers, RingCentral\u2019s<a href=\"https:\/\/www.ringcentral.com\/ca\/en\/office\/features\/business-sms\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\"> Business SMS<\/a> can also help you to manage communications by enabling you to text seamlessly across your smartphone, tablet, desktop, or Apple Watch. Automated text messages are another great way to reflect your brand\u2019s personality\u2014reminder texts are important, and you know your customers are going to read them.<\/p>\n<h3 class=\"heading h3\"><strong>3. Evaluate Each Communication Before Sending<\/strong><\/h3>\n<p>In an age of information overload, it&#8217;s crucial to consider your communications from the customer&#8217;s perspective before hitting send. Ask yourself: as a customer, is this something I would want to read? What value does it offer me?<\/p>\n<p>If you struggle to answer these questions, it might be time to rethink the content you&#8217;re about to send. Every communication should have a clear purpose, whether it&#8217;s sharing news, offering deals, or providing useful information, rather than just reminding customers of your business&#8217;s existence. Remember, nobody likes spam.<\/p>\n<h3 class=\"heading h3\"><strong>4. Continuously Research Your Target Audience<\/strong><\/h3>\n<p>Every interaction is an opportunity to learn more about your customers. Utilize tools like Google Analytics and Facebook\u2019s Audience Insights to gather data on your audience. Additionally, RingCentral Engage Digital can track your performance across various channels to provide a comprehensive view.<\/p>\n<p>Tailoring your communications to different audience segments can also be highly effective. As your business evolves, so may your target audience. Embrace these changes and ensure your messaging stays relevant\u2014generic messages won&#8217;t always resonate with a diverse audience.<\/p>\n<h3 class=\"heading h3\">5. Embrace Feedback<\/h3>\n<p>Work collaboratively with your team to continually refine your messaging strategy, and be open to feedback from both your team and your customers. Not every initiative will succeed\u2014some ads might miss the mark, emails might go unanswered, or campaigns could fall flat.<\/p>\n<p>Don&#8217;t be discouraged by setbacks. View critical feedback as an opportunity to enhance your messaging strategy. How you handle and implement feedback can also reflect positively on your brand, demonstrating your commitment to improvement and <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/how-to-increase-customer-satisfaction\/\">customer satisfaction<\/a>.<\/p>\n<h2>Know yourself, and know your messaging strategy<\/h2>\n<p data-pm-slice=\"1 1 []\">Crafting a powerful messaging strategy is more than just a business necessity; it\u2019s the heart and soul of your brand&#8217;s communication. By defining clear goals and understanding your unique value proposition, you set the stage for meaningful connections with your audience. A well-thought-out messaging strategy not only conveys your brand\u2019s story but also resonates on a personal level, fostering <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/digital-customer-loyalty\/\">loyalty<\/a> and trust.<\/p>\n<p>Start by identifying what sets your business apart and make this the cornerstone of your messaging. Ensure every piece of communication serves a purpose and adds value from the customer&#8217;s perspective. Tailor your messages to fit the needs and preferences of your diverse audience, and never underestimate the power of a compelling narrative to create emotional bonds.<\/p>\n<p>Moreover, embrace the tools and technologies that can help you streamline and enhance your communications. Platforms like RingCentral Engage Digital can provide valuable insights and help you maintain a cohesive strategy across multiple channels. Staying informed about your audience&#8217;s evolving preferences and being open to feedback will keep your messaging relevant and effective.<\/p>\n<p>Remember, a successful messaging strategy is not static; it evolves as your business grows and market dynamics shift. Regularly revisit and refine your approach to ensure it continues to align with your goals and resonate with your audience.<\/p>\n<p>In conclusion, knowing yourself and understanding your messaging strategy is crucial for long-term success. A compelling story, paired with the right tools and a <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-centric-team\/\">customer-centric approach,<\/a> will not only differentiate your brand but also create lasting connections with your customers. Invest the time and effort into building and maintaining a robust messaging strategy, and you\u2019ll see the profound impact it can have on your business and brand reputation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consider all the channels through which customers and potential clients learn about your business. As a small business owner, you have a unique advantage: substantial control over your information flow. You determine where and how you advertise, the content of your communications, and the core message you wish to convey. This forms the foundation of &#8230;<\/p>\n","protected":false},"author":1207,"featured_media":58071,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[18090,18091,18092],"class_list":["post-41585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-building-an-effective-messaging-strategy","tag-effective-messaging","tag-messaging-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to build an effective messaging strategy | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Learn how to create an effective messaging strategy, including 4 essential elements it should include and examples from real-life companies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/messaging-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to build an effective messaging strategy\" \/>\n<meta property=\"og:description\" content=\"Learn how to create an effective messaging strategy, including 4 essential elements it should include and examples from real-life companies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/messaging-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-02T08:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-13T13:29:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/Image-Overlay-Filter-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Meghan Corasaniti\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Meghan Corasaniti\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/messaging-strategy\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/messaging-strategy\/\"},\"author\":{\"name\":\"Meghan Corasaniti\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/bf2e907cfafb51d4ddb0087b4eeb685f\"},\"headline\":\"How to build an effective messaging strategy\",\"datePublished\":\"2020-03-02T08:00:00+00:00\",\"dateModified\":\"2025-03-13T13:29:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/messaging-strategy\/\"},\"wordCount\":2794,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/messaging-strategy\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/Image-Overlay-Filter-1.jpg\",\"keywords\":[\"building an effective messaging strategy\",\"effective messaging\",\"messaging strategy\"],\"articleSection\":[\"Business &amp; 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