Not seeing the results you want from your brand message? Check out these three changes to make when the message isn’t working or resonating.
As business owners, it can be a challenge enough to hit publish on the thing we’re putting out into the world – whether it’s a new offer, a simple post on social media or an amazing new freebie. Unfortunately, it isn’t always enough to just hit publish. Sometimes (and if I’m being honest, it can feel like more often than not) what we’re sharing isn’t working. Aka, we have this expectation of what ‘should’ happen and the results just aren’t hitting the mark.
If you find yourself in this camp, I see two pieces to the puzzle. First, it’s understanding ‘the why’ behind a message not resonating.
Quick note: we actually covered that last week, so click here if you want to catch up!
Once you have a little context as to why the message might not be working, the second piece is to actually make the changes.
Which brings up the next logical question: What should you change? And should you change everything at once?
My answer is: it depends.
Annoying, I know.
If your need is more immediate, i.e., you have a specific window of time you’re sharing this message, then it might make more sense to make a few changes/adjustments at one time. This is not the ideal scenario because making several changes at once makes it harder to understand what actually drove the needle forward. That being said, sometimes you just don’t have time to wait it out.
Which brings me to the recommended option: make one change to the message, test for another set period of time and reevaluate. That set period of time can be anywhere from a few weeks to a few months. Of course, the longer, the better. However, I am sure some of you out there are as impatient as I am so you’ll lean more towards that 15 to 30-day cycle. Either way, it’s all about trying something new and seeing what resonates.
Now, the fun part – walking through the three changes you can make to your brand’s message, based on your customer journey goal.
Goal: Build brand awareness // Change: Meet them where they’re at
You may be struggling with this if… Your audience isn’t growing; you’ve picked your awareness strategy (i.e., SEO, pitching yourself to other audiences, doubling down on a social media channel) and are consistently showing up but the needle isn’t moving forward.
Key places where this may show up include… Your social media captions, topics you’re pitching to other audiences, blog posts, podcast episodes, YouTube videos
If you’re raising your hand, look at changing… The words, phrases and topics, and ensure you’re use ideal-client-focused language.
Think about all the places that someone can experience your brand for the first time. Is your focus on social media outreach and having people share your information? Are you getting in front of other business’s owner’s audiences? Are you leveraging SEO and writing is your primary strategy for building awareness?
Now, look at your message topics, captions and copy. Are they created in a way that your ideal client would understand? Or, are you using words and phrases that your peers would use? Generally, when we’re looking at building awareness, we want to share a message that uses the ideal client’s language, not our own. And most often, the ideal client has less experience/understanding of your space than you do. So, it makes sense to work THEIR language into your brand’s message.
Goal: Build brand awareness // Change: Show up somewhere else
You may be struggling with this if… You have a similar outcome as above, meaning your audience size isn’t growing. You’re sharing consistently but the bottom line isn’t increasing.
Key places where this may show up include… Search engine optimization/keyword targeting, social media marketing and pitching to other audiences.
If you’re raising your hand, look at changing… Where you spend your time, energy and resources.
Think about your current efforts. If you’re clear on who you’re serving and you know you’re using THEIR language, then it’s time to look at where you are spending your time.
Are you utilizing social media? Try a new channel.
Are you pitching yourself to other audiences? Change how you’re sourcing potential media outlets (i.e., change the requirements you use to find opportunities).
Are you focusing on search engine optimization? Change up the keywords you’re targeting.
Yes, the possibilities can be endless with this change so please don’t get overwhelmed. What I want you to keep in mind is that you have the ability to change – you’re not married to one particular strategy forever. If it’s not serving you, don’t be afraid to switch it up.
Goal: Get audience buy-in // Change: Highlight the problem/solution
You may be struggling with this if… Your email list is not experiencing growth. Your awareness is increasing (you’re getting on podcasts, your blog traffic is increasing, podcast subscribers are going up, etc.), but they’re not taking the next step of buying into what you’re sharing.
Key places where this may show up include… On your website as a popup, landing page or website section, your own social media channels and Facebook/networking groups.
If you’re raising your hand, look at changing… The language you’re using to promote your freebie/opt-in.
After someone becomes aware of your brand, they simultaneously can become more aware of their problem. You’ve used their language to pique their interest and the next step is to get them to buy into the message – to officially step into your circle of influence. The most common way an audience member can do this is by signing up for your email list.
Messaging at this stage of the customer journey is all about articulating the problem and utilizing the opt-in/freebie as the solution. So, if your email list is stagnant, take a look at how you’re promoting what you have to offer. Is your message a general ‘Sign up for weekly updates!’ or are you actually discussing a problem that your ideal client is most likely experiencing and positioning your opt-in as the solution?
The two questions I like to make sure my freebie language answers are:
What is it that I’m offering?
Why should they care?
Now, this isn’t your permission slip to be smarmy and manipulative about a problem, or create a problem that doesn’t actually exist. It’s about truly understanding your ideal client and what they’re looking for, and clearly communicating how you can help them. No scare tactics or manipulation. Here’s your opportunity to connect with your ideal client on a deeper level by showcasing your willingness to truly help them reach their goals.
Of course there are more opportunities to change up your brand message. However, these three are a great starting point, especially if you’re feeling like a deer in headlights with the potential possibilities and outcomes.
The point isn’t to feel overwhelmed by all the ways your message could not resonate but rather look at your efforts as a continuous experiment and journey. We’re all doing the best we can with the information that we have – and the more you put yourself out there, the more information you’ll take in and the better decisions you can make in the future. BUT, you have to start somewhere and building your brand, building your version of success, begins at square one.
All my best,
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