Do you ever perform tests with your marketing efforts?

This entry is part 5 of 13 in the series Digital Marketing Mistakes
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Which are the top digital marketing mistakes that a business must avoid? I’ve been blogging recently about the digital marketing mistakes brands and companies often make online, either because they’re in too much of a hurry to get things done, or due to sheer ignorance.

Here are five digital marketing mistakes covered already

  1. Using 2 different names for a same brand
  2. Using the same name as another organisation
  3. Not having a thought out digital strategy
  4. Not having clearly defined goals
  5. Not creating relevant content

Here’s another significant digital marketing mistakes businesses do, which should be avoided.

6- Not performing tests

performing testsAs digital is measureable and can be tracked in real time, you can easily perform tests with 2 or more versions of your digital efforts to identify the best performing option. This goes for your website’s layout, content tone, email marketing, social media posts, and digital ad creative, landing pages and everything else related to your digital marketing.

Another way to look at performing tests more regularly is optimizing your marketing and advertising efforts.  It is relatively simple to A/B test email templates or messages to separate groups of subscribers. You can do the same with display ads, search ads, classifieds and even social media posts. Once published, you can promote a post on Facebook, YouTube and elsewhere. To test, only promote to a limited audience, but keep all parameters the same except one (your creative, your message, your geography or audience qualifiers…).

Test one element with everything else the same and see what the difference in performance is. Whichever works best, use that going forward. Don’t forget to test that at some point not long after against something else – your digital communications can only get better.

Not only can you gain better performance through regular testing, you’ll also be constantly adapting with your evolving audience. Whatever you’re doing now might currently be optimal. However your audience is always evolving – this means what you’re doing now will not be optimal for long.

Do you need help with any of these issues? Don’t be shy to contact me and see how we might work together – it’s what I do!

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