Marvel Marketing Minute – Bid Bon Voyage to Audience Confusion

Every brand wants more engagement, but getting it can be challenging.

Fortunately, there’s a really easy change you can make that can send your engagement soaring.

If your target audience is confused by your website, your emails, your PPC ads, or your videos, it’s because you’re confused on who you’re talking to and what the right message should be.

How do you fix this problem?

One easy way is to go through all of your content and remove excessive jargon.

With the right messaging, you can establish your expertise without using a bunch of words that your audience likely doesn’t understand. Your brand messaging isn’t the place to show off a bunch of big, fancy words! Instead, the goal is to develop an emotional connection with your audience so that they engage with you, buy from you, and tell their friends with you.

Would you engage with content like this? Probably not!

How do you know if jargon is your problem?

Run some A/B tests with and without the jargon, and see which performs better. If you have a Google Analytics account, you can also look at your website’s bounce rate (the percentage of people on your website who leave without clicking anything).

If it’s very high—and you don’t have any obvious technical issues—there’s a good chance jargon is the culprit.


Posted by Nicole Pytel

I'm a content strategist/writer/superhero who has helped brands be more creative since 2010, a former TV newsie, and a native Floridian who loves to soak up the sun with family and friends.