Top 5 Tools to Improve Your Marketing Messaging in 2023

Having the right message that resonates with your target audience can make all the difference in your marketing results. To create effective messaging, marketers need the right tools to help them understand if their messaging is resonating, optimize their content, and tailor it to their audience's needs. In no particular order, we'll explore the top 5 tools that can help marketers improve their marketing messaging. From message testing to headline analysis to market research, these tools can help you create messaging that engages and resonates with your target audience. Let's dive in!

1. Wynter

Wynter is a platform for testing your messaging with verified B2B target customers, getting feedback, and improving.

Wynter's approach to message testing is unique because it's entirely data-driven. By testing your messages with real customers that you can handpick by title, industry, and company size, you'll get a clear picture of how your messaging is resonating. What makes Wynter so great is its user-friendly interface, fast turnaround time (between 12 and 48 hrs), and comprehensive reporting. Wynter makes it easy to set up and launch messaging tests, and the feedback you receive is presented in a clear and actionable format. Plus, with Wynter's large and diverse audience pool, you can be confident that you're getting accurate and representative feedback.

What makes Wynter different from its competitors is its focus on B2B messaging testing. While other platforms focus on consumer feedback, Wynter's B2B audiences are hand-validated and provide insightful responses to your questions. Wynter's approach to messaging testing is also unique because it focuses on open-ended questions, which allow you to gather in-depth feedback on your messaging.

PRICING PLANS:

• Starter - Pay as-you-go model without commitment. The cost per participant ranges from $60 to $149 based on job title and seniority level.
  
• Wynter Monthly - $1,787/month.
• Wynter Enterprise - Starts at $19,000/year.
  

2. UserTesting

UserTesting helps businesses collect real-time feedback from their customers through videos, audio recordings, and written feedback. This makes it a great tool for marketing messaging testing, as it can provide businesses with valuable insights into how their target audience perceives their messaging. With UserTesting, businesses can create tasks or scenarios for their customers to complete while recording their screens and audio, allowing them to gather feedback on the effectiveness of their messaging.

One of the key benefits of UserTesting for marketing messaging testing is its panel of human participants. This allows businesses to recruit those who match their target demographic, ensuring that they get feedback from the right audience. Additionally, the platform offers a range of testing types, including moderated and unmoderated studies, so businesses can choose the right testing method for their needs. And unlike Wynter, UserTesting isn't as focused on message testing, as it covers various use cases for different roles (even beyond marketing)

What sets UserTesting apart is its ability to provide businesses with real-time feedback from their customers. The platform offers video recordings of participants completing tasks, so businesses can see firsthand how their customers interact with their messaging in different contexts, such as when visiting the company's landing pages or when seeing the company's ads. While UserTesting is comprehensive and it covers a range of use cases, it comes at a price. An annual UserTesting plan can be very expensive and hard to justify for startups or small businesses.

PRICING PLANS:

Their pricing structure isn't as transparent, but buyers report that plans usually start at ~$15,000 annually and there isn't a pay-as-you-go option. 

3. BrandOps

BrandOps offers a unique and the most comprehensive way of understanding and improving the impact of your messaging. It provides a full-funnel view of all marketing activities and results, which makes it easy to understand how your messaging impacts business outcomes over time. The platform gathers digital signals for your brand and competitors, through funnel stages and across channels, into a unified platform.

This complete full-funnel view includes all owned, earned, and paid signals relative to competitors, benchmarks, and business outcomes. Use it to see how your marketing is performing on any channel, which messages are resonating, which content performs best in your category, which messages and content competitors use to engage your audiences, and more.

Compared to other tools we mentioned like Wynter and UserTesting, BrandOps offers a more comprehensive and automated approach to monitoring and improving messaging that doesn't involve surveying people. While Wynter and UserTesting focus on specific aspects of messaging, such as tone and language, BrandOps looks at the effectiveness
of your messaging in the context of the entire marketing funnel, from awareness to conversion.

Lastly, BrandOps' AI-powered analytics and recommendations help you quickly identify messaging issues and opportunities for improvement, without having to do manual analysis. This saves time and makes sure you can focus on high-value activities rather than spending hours poring over data.

PRICING PLANS:

• BrandOps for Startups - Significant discounts for teams under 100. Contact for pricing. 
  
• BrandOps Core - $2,000/month.
• BrandOps Pro - $2,500/month.

4. Mouseflow

Mouseflow is a tool for testing and improving marketing messaging on your web pages. It provides deep behavioral insights into how users interact with a website helping you see how users respond to your messaging in real-world scenarios. Use it to identify user pain points, optimize website content and design, and track the impact of the website (messaging) changes over time. By providing deep behavioral insights and identifying friction points, Mouseflow helps marketers improve the customer experience, increase conversions, and ultimately drive revenue

Mouseflow does this by offering a suite of analytics tools, including heatmaps, funnels, session replay, and feedback widgets, all of which can be used to identify friction points, track user behavior, and get feedback.

The nature of how Mouseflow works makes it best suited for Digital Marketers, UX Designers, Product Managers, and Conversion Rate Optimization (CRO) Specialists. These roles can use Mouseflow to identify specific areas of the website that need attention and draw conclusions quickly and confidently.

What makes Mouseflow unique is its Friction Score, a proprietary algorithm that calculates the level of frustration or trouble experienced by users on a website. The score is relative to each website and calculated on a variety of data points, including clicks, movement, failed form submissions, code errors, bounces, and more. This tool helps marketers prioritize which pages need attention first and which ones can wait, allowing them to optimize their site with a focus on specific pages causing visitors to drop out.

PRICING PLANS:

• Free 
  
• Starter - $42/month.
• Growth - $140/month.
• Business - $282/month.
• Pro - $544/month.
  
• Enterprise - Contact sales.

5. Hotjar

Hotjar is a tool that makes it easy to understand your website visitors, and ultimately improve the effectiveness of your marketing messaging. One of the ways that Hotjar helps is by providing valuable insights into user behavior through features like heatmaps and session recordings. By analyzing where users click, scroll, and spend the most time on a page, marketers can gain a better understanding of which parts of their messaging and the website design are resonating with visitors, and which areas need improvement.

Hotjar also offers on-site and external surveys, which allow marketers to ask their visitors questions directly and gain even deeper insights into their needs and preferences. The drag-and-drop survey builder makes it easy to create custom surveys, and the pre-built templates and question banks provide a helpful starting point for those who aren't sure what to ask. By asking the right questions and understanding the needs and motivations of their visitors, marketers can craft messaging that speaks directly to their audience and grows conversions.

What makes Hotjar great is its ease of use and wide range of features. The platform is designed with marketers in mind and offers a user-friendly interface that makes it easy to navigate and understand the data. In addition to heatmaps, session recordings, and surveys, Hotjar also offers features like conversion funnels, form analysis, and feedback polls, allowing marketers to gain a comprehensive view of their website visitors and make informed decisions to improve their messaging. And since these features mostly emphasize website visitors' behaviors, it makes Hotjar a very practical tool for reviewing and optimizing your website and messaging on a daily basis.

Hotjar is unique in a way that it combines quantitative and qualitative data on user behavior. While other analytics tools may focus solely on metrics like bounce rate and time on page, and some other tools like Wynter focus on what your audience says, Hotjar allows marketers to go deeper and understand the "why" behind these behaviors. By combining quantitative data with qualitative insights gained through surveys and session recordings, marketers can gain a more holistic view of their visitors and create messaging that truly resonates.

PRICING PLANS:

• Basic - Free (with a limit of up to 35 daily sessions).
• Plus - $42/month.
• Business - Starts at $107/month.
• Scale - Starts at $232/month.
  

Wrapping Up: Insights, Reflections, and Food for Thought

Wynter is a platform that allows you to test your messaging with targeted buyer personas and get feedback to improve. UserTesting is another tool that provides businesses with real-time feedback from their customers. It allows businesses to recruit their target demographic and offers a range of testing types. BrandOps is a comprehensive platform that helps evaluate and improve your messaging through a full-funnel view of all marketing activities and results relative to competitors and benchmarks. Lastly, Mouseflow and Hotjar provide you with insights into how people interact with your website and the messaging on it.

While each tool has its own unique features and takes a different approach to improve your messaging, they all offer valuable insights you can benefit from. Whichever of these incredible tools you opt for, you can rest assured that creating messaging that resonates with your target audience will become easier than ever before.