Experiment with Messages with your Business Marketing
We do a great deal of work with businesses surrounding messaging. In nearly every article, podcast, or video, we have stressed the need for the right message to the right audience. We have talked over and over about how identifying your avatar and the proper messaging for them is considerably more important than simply jumping into various marketing tactics. In fact, we’re dedicating at least one chapter of our upcoming book to this concept.
Watch our video Experiment with Messages with your Business Marketing to find out what we had to say about this.
However,…not all marketing messages work. Several months ago, we launched a very comprehensive LinkedIn marketing program. It has become a major piece of what we do for clients. We realized very quickly that, not everyone responds to the same messages. It sounds counter-intuitive to what we always talk about. But it’s true. This isn’t a bad thing. Messaging is not a cut and dry science. Some messages will resonate, and some will not. Even though you might have a very specific picture of your avatar, not everyone engages in the same way. What’s important to one person today may not be important to another.
If a particular message is not getting a response, it’s important to try others.
There’s no right and wrong. There are only things that work and things that don’t when it comes to marketing messages. Many people will split test different messages at the same time to see what people will react to. It’s a very good idea to split test different messages and track responses. Don’t get stuck on one particular message and simply hope that it starts to generate response.
Don’t be overly concerned if a message isn’t resonating.
At the same time, don’t wait too long to make changes. A long time ago, a client said to me “if it doesn’t get measured, it doesn’t exist”. Marketing is no different. Not everything you try will work. Most things you try will not work. It’s not easy to get the attention of your busy target audience. You must be like a squirrel that’s trying to get into your bird feeder. They’ll try every possible angle to get there. They don’t just try one thing then give up. Marketing messages are quite similar. Yet, we always need to be looking at what’s working and what’s not. Measuring is very important. Don’t just randomly throw out different messages without the means to measure the results.
Marketing messaging is a never-ending experiment and journey. Embrace it.
Feel free to contact us if you have any additional questions
E Circle Marketing is a Marketing Agency located in Manchester, CT.
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