Whiteboard Wednesday: How to Develop a Messaging Plan

For today’s episode of Whiteboard Wednesday, we’re going to tackle one of the toughest areas of website conversion to get right: Your messaging.

Watch the video below or keep reading for a full transcript.

 

 

Transcript:

For today’s episode of Whiteboard Wednesday, we’re going to tackle one of the toughest areas of website conversion to get right: Your messaging.

The main reason it’s so tough? Despite knowing that everyone who comes to your site is different, we treat them all the same. We act like an order taker at a fast food restaurant who recites the same line to everyone who comes through:  “Do you want fries with that?”

When you think about creating a messaging plan, you need to consider three things:

  • Who you are selling to

  • What they care about

  • Why your product or service should matter to them

But how do you know who they are and what they care about?

One of the great things about being a marketer in today’s day and age is we actually can know know a lot about a site visitor without having to ask any questions.  And we can use that information to our advantage to increase our conversion rates using highly targeted messages.

For example:

  • Where did they come from?

  • Is this their first visit?

  • What page are they viewing?

  • How many pages have they looked at?

  • What language do they speak?

  • What device are they using?


Let’s put this in a real life example. Imagine that you're an ecommerce company selling women’s clothing and you want to offer a 10% discount to new customers who sign up for my email list.


While you probably wouldn’t want to hit someone with every single one of these messages below, you can see how your core message might change based on what you know about a visitor.

  • Where did they come from? If they came from Instagram after clicking on a specific item, then use that product imagery in your offer.

  • Is this their first visit? If they’ve visited before but haven’t purchased, don’t treat them like a stranger! Include welcome back messaging.

  • What page are they viewing? If they’re on the about page, then they’re not really shopping. Instead of a product offer, go for a lighter touch with a subscribe or social follow offer.

  • What language do they speak? It’s super powerful to include offers in that person’s primary language—for instance, creating offers in Spanish and English and using audience targeting to make sure they’re served to the right person.

  • What device are they using? If they’re on mobile, you’ll want to be as concise as possible. There just isn’t space!

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Now it’s your turn!

Ask yourself these questions before launching your next campaign and you’ll be able to create a much more relevant set of messages for your offers. Your visitors just won’t be able to pass them up.

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