Some Northeastern University Co-ops spend their days staring at meaningless spreadsheets and counting ceiling tiles, but as a Growth Marketing Associate at WEVO, I have been much too busy drafting blog posts, filming and editing LinkedIn videos, creating and distributing email campaigns, researching target accounts, participating in a complete website overhaul, and more. At WEVO, we are all all-hands-on-deck, all cranks turning, all the passion, all the time. But now that the fastest 6 months of my life is over, I’ve realized that while I was running around like a chicken without a head, I was also learning A LOT. Here are the top 3 things I learned.
1. Why you do it > How you do it
As marketers, we know our products/offerings inside and out. What it does, How it Works, All it’s features, all the buttons and whistles and cranks and bla bla bla… so we sometimes feel a strong desire to lead with that. But the truth is , when it comes to initially engaging prospects, it’s important to emphasize the problem you’re solving for right away, not just the features of your product. If you jump right in to a full in-depth description of your offering before establishing that it’s a solution to your prospect’s problem, they’re going to zone out, click out, or x out, on the spot. Once you’ve made the problem clear enough that it resonates with targets, then you can get into your product features. Remember why you do it is more important than how you do it, and your messaging should reflect that.
2. Consistency in Communication is Key
This rule applies in multiple contexts. First, in all your digital marketing messaging, your message should be clear and tailored to your target audience. This means you should test your copy with your targets before going live to make sure it resonates, rather than using them as guinea pigs for A/B Testing. Secondly, how you communicate internally affects your external communications to your prospects. In creating marketing content or any other digital marketing materials, it is essential to make sure everyone is on the same page on what is the goal, what is the tone, and what is the core message.
3. Listen to Your Audience
Everyone wants to believe that they know their customers better than anyone, but according to HubSpot, only 58% of companies survey their customers and only 48% monitor their online reviews and social media. As a marketer, you most likely know your audience fairly well, but you surely don’t know them better than they know themselves. And their wants and needs could be changing without you knowing it. Not only that, but webpage elements that are considered to be “best practices” may not work for your specific audience at all. This is why it is so important to listen to the voice of your audience. Not just tracking clicks and website behavior, but conducting actual customer research that allows them to tell you in their OWN WORDS what they are looking for.
I’ve been fortunate enough to see firsthand how WEVO empowers marketers to optimize their web page before going live. WEVO can help you optimize your web pages before going live, using verbatim feedback from your target audience and other insights. I’ve learned so much in my short time at WEVO and I’ve seen the huge difference that testing before going live can make for the success of a webpage. Get started at wevoconversion.com