Does your site’s tone and feel seem…off…somehow?
Maybe your current copy is too formal, and you know you’re losing your audience. (I’m looking at you, B2B, legal and financial sites.)
Or, your target audience has changed — and what worked for your Gen X audience doesn’t quite click with your new Millennial market.
Or, you may just hate your content. That happens too.
Sure, you may be motivated to make some big changes. But, let’s face it. Rewriting pages to reflect a new voice is time-consuming, expensive and a huge gamble.
After all, your challenge is figuring out the right tone and feel that grabs your reader’s attention and doesn’t let go.
So, how can you easily (and safely) test different “voice” approaches — plus, get almost instant feedback?
This is where things get interesting…
As many of you know, I launched a side hustle business called Pivot Hacks. I coach entrepreneurs who want to have more fun, make more money, and not work so darn hard.
This is a brand-new business with a brand-new target audience, so I’m still playing with the messaging.
To get better data, I’ve been running a little experiment over the past six months…
LinkedIn is where I see the most social leads. So, every week, I post different “types” of posts with slightly different messaging. Some of my posts are SEO-related (I test those posts, too.) Some of them are more motivational and “coachy.”
I wanted to see what “clicked” with different target audiences and sparked great conversations.
I tracked the comments, reactions (including who reacted), sentiment, and who was reading my content. Granted, LinkedIn doesn’t give the greatest metrics — but I had enough.
Here’s what I learned:
What do my SEO readers love?
This won’t surprise you. My readers love irreverent musings with a dash of snark.
Yes, my newsletter already reflects this style. (I know you love my snarkiness.) Now, I’m experimenting rolling it out to my main site pages.
For instance, I’ve made some tweaks to my in-house SEO training sessions page. So far, the response has been positive — even from larger brands.
That makes me happy.
Now, here’s what really surprised me…
Remember how I said I posted some motivational and “coachy” posts?
Those posts outperform my SEO posts every. single. time.
Which teaches me what people really want.
People are craving a digital detox. They don’t want to “check in” while they’re trying to relax. Instead, they want a true vacation from their businesses. And, they are looking for systems and processes to make it happen.
I had no idea.
(If you feel this way too, please leave a comment. I’m curious to know who else is feeling the grind.)
So, what was cool about this test?
It was free (other than the time it took to write the posts.) Free is good.
I felt free to experiment. I wasn’t worried about SEO or Google.
I learned things. Sure, I’ll keep posting my SEO posts. But, now that I know my more motivational posts reach a wider audience and spark a different conversation, I’ll post more of them. Which is a fun challenge after 20+ years of SEO.
What do you think?
How do you test your messaging? Is this something you could try for your own site? Leave a comment and let me know!