What you say vs what they want to hear: are you aligned?
The way that customers respond to your content is dependent on so many fluctuating factors. This means we as marketers have to be ready to adapt quickly. (Luckily, we’re a very nimble bunch!) Here is a quick video with our very own Customer Success Director Leigha Beynsberger about why a deeper understanding of your audience is so important:
Watch the webinar with MessageGears and Party City Leigha mentions here.
If you ignore how your customers are responding and just keep pushing out the same content, you risk your brand becoming indistinguishable from all other brands. Just picture it: your customers’ poor inboxes just filled with indistinguishable mush. Blech.
“Playing it safe”, as 92% of marketers admit to doing, could mean you miss out on the cutting-edge messaging that drives ROI. So in order to stand out, it’s all about crafting messages that customers want to hear, without putting your brand at risk. Letting them know you share the same values and beliefs, the same concerns, or even the same sense of humor, can make them feel like they’re in a relationship with your brand. It makes you memorable, and that mental stickiness can have an incredible impact on the bottom line.
Here are 3 quick tips to fine-tune your message while also making sure it’s something your customers want to hear:
- Test different versions of your message against a small portion of your audience and scale the successful content. It both minimizes the risk of sending out an off-target campaign to your entire audience, and maximizes the ROI you’ll gain.
- Track your message in real-time based on what’s generating clicks and conversions. See how tone, sentiment, emoji usage and more are affecting your audience’s response.
- Sweat the small stuff. Small wins add up to a big commercial impact when you can scale the results.
If you are able to maintain a good relationship and understanding with your audience, you start to get a feel for how they respond to certain content. And once you find what works, build on that, and watch the revenue roll in.
Want more tips for getting the most bang for your content creation buck? Download our latest Orange Paper, The 3 Cs of increasing content ROI (in uncertain times).
The 3 Cs of increasing content ROI (in uncertain times)
With exclusive research from 500 senior marketers