OK, Magellan! You’ve identified your audiences and their concerns. You’ve mapped the new planet that your audiences inhabit. You’re learning a ton. You’re ready to test the messages you’ve created.
Our world is noisy, chaotic and crowded. If you want to break through and be heard it’s essential that your message resonates with your target audiences.
I’m not a marketing operations person, and I’m certainly not going to pretend to be one here. All I can say is that A/B testing is so accessible now. Use it! You can measure engagement with anything you post on social media. You can measure every aspect of how people engage with your site. Gather all the data you can. Learn from it.
Don’t forget the analog world though. You will learn the language of your new world by reading its most prominent blogs, trade publications, contributed articles in business publications. What are the people in your world reading and writing? Are you using their language and metaphors they understand in your messaging?
One-on-one conversations are a gold mine. Whenever you can, ask prospects and current customers for time to talk about their chief concerns. You can ask things like: What are your big goals for the year? What are the biggest obstacles? What are you excited about in the industry? What’s going on that you think is dumb? One-on-one conversations are best (especially face to face), but you can also do online surveys and learn a lot there too.
If your research shows you that target audience doesn’t care about or understand your message, start over. The last thing you want to do is spend time and money delivering something that won’t land!
Your business must scale, and you must scale with it. Great communicators create the change they want to see in the world. poseycorp helps innovators build powerful messages and the skill to deliver them so they can break through the noise and be heard! Click here to receive pragmatic communications advice in your inbox every month. If real time advice sounds good to you, join a poseycorp Ask Me Anything – the first Friday of every month on Zoom. Click here to register!
