[the case study notes continue …
To do business you need to get noticed. For b2b businesses obviously you need other businesses to take notice. Getting your message to other businesses can involve slightly different channels than those you use to reach customers within the general swathe of the public – general consumers.
The combination of medium and message is the key – the channels you use to carry the message and how you present the message delivered – style, content, background, wording.
So … what are you going to say? how are you going to say it? Your actual message needs to be keyed to your targets – your first step must have been to work out who are your targets!
Then the message needs to be framed – is it just going to be text? It has been said repeatedly that adding illustration, giving your message a graphic addition helps in conversions. Do you add music, or spoken word – some audio has real use in getting your message across. Of serious use – video! Google has made its voice heard in terms of the addition of video to websites. Video has real use on all sorts of social media channels – facebook being one, twitter another.