When a company begins to struggle with converting leads to customers, it may be time to change the message.
After a while, the same content doesn’t speak to your audience as it used to. It’s a common inbound marketing challenge. And the best way to avoid missing out on quality leads is to re-energize your company messaging.
To reach the audience you want, start by gathering all your company’s communication, from your website to social media posts. Circle the repetitive phrases you all love along with those that lead to greater social interaction. Next look at expressions that are no longer befitting or useful.
Then start from scratch and try to rewrite your slogan and maxim using the strongest lines and words from the previous messaging as the groundwork to form a fresh perspective. To make sure your new messaging is still effective decipher what’s changed and what’s stayed the same. If there’s not much variation, or it’s too trendy, or it won’t stand the test of time, then stay on the drawing board.
You don’t want to lose sight of what your company’s about so once you’ve found the right tone create a master document that records where it’s going. Take a step back and look at your new messaging holistically. After that, you’re ready to overhaul the rest of your messaging.
Weave the fresh perspective into your website’s copy then dive into each platform and update per your level of interaction. The most important thing to remember when you’re in the middle of overhauling your messaging is that consistency across every platform isn’t as important as consistency within each platform.
That means, your website’s language doesn’t need to match your Facebook. Your website is a formal summary of your company’s aims and values while Facebook is for social interaction and an informal tone is expected.
People do the same thing in real life, say, for instance, you’re at a party, and you accidentally spill your drink on someone. You won’t tell them, “I apologize for any inconveniences that this has caused you.” You would excessively apologize, run and grab a towel, and help clean up the mess.
See how the party example shows that there’s a remorseful message that’s better suited for the setting? They’re both still an apology, but the framing is different. Your business can adopt the same approach when it comes to crafting voices across multiple platforms. The end goal is to have a vernacular that is unique to the platform and let the consistency be secondary.
(Document) After about three months revisit your new messaging and review any shifts across your platforms along with positive and negative reactions from your targeted audience. Is there an area where you can weave better themes into your messaging? Has your company evolved? Is the current state of your messaging still relevant to that evolution? And remember as you update your document accordingly track the tweaks, so you can make sure you’re directing traffic to all the right places.