Over the years my business has grown and evolved… much like my twin daughters have!
A little history about my business for those that are interested: I started as a traditional PR firm yet found most of the people I really wanted to work with could not afford my services. So I decided to start training them on how to do it themselves. Then, those who did get great PR were not monetizing it, so my trainings evolved to mentoring and products that helped with that as well.
And finally, I felt more centered, more grounded about who I was and decided my websites had to show that. That’s because my message had changed.
I now have a shiny new website and with all I offer, I am now digging in and revamping my messaging on individual web pages (products, services and even this blog) so that I am consistent. Without the consistency, a prospect can feel confused, apathetic and eventually tune out.
I wanted to share some of the steps I am taking to beef up a certain way of feeling to my messaging, that may also help you do the same:
1) Review Your Calls to Action
Generally there is a call to action on every piece of content that you publish. It may be as simple as a “Read more” link. Or it may be a more advanced statement designed to motivate a purchase. Review your calls to action. Look for:
- Consistency – Is the voice and message consistent? If not, review the calls to action that are most effective and repeat the language. Go through your content and change the call to action. Re-publish some of the relevant pieces and test the results.
- Keywords – Are you using the same keywords throughout? Are you using keywords that are timely and relevant? Do a bit of keyword research now and find the words youshould use to garner traffic and to capture your prospect’s attention.
- Broken Links – Make sure all the links in your calls to action are working and effectively linking to the appropriate page. I am so grateful that people feel comfortable enough to email and call me about links that may have not migrated with the new design. Although I have wonderful help, having the extra eyes is wonderful.
2) Review Your Headlines
Headlines provide not only a means to capture attention, they also help send a message to your prospects. They help establish your voice. Follow the same steps for your headlines as you just followed for your calls to action. Also review the headlines that garner the most attention and mirror that language and voice as you tweak your headlines.
3) Identify Your Successes
Review the sales pages and content that is most successful. What do those pages have in common? Is the message and voice similar? Can this voice and message be communicated throughout the rest of your website and marketing materials?
4) Going Forward
Identify your message. Who are you, what are you about and what do you have to offer your customers and prospects? Ideally, you already know what your marketing message is but maybe it has changed as your business has changed. Identify your marketing message and create a content plan that embraces that message. Also review your website and make sure that it consistently communicates your brand and marketing message. Identify places where you can make changes and update your site to match your marketing message and goals. Of course, this is something you should do all the time.
The key to making sure your marketing message are working is a simple three-step process:
Stop. Assess. Evaluate.
And sometimes we’re so busy with business or so blind to our own stuff that we need help to do so. That’s where I can help you. Find out how I have your back with my new mentoring program. (It’s also a great example of how my messaging has changed!)