Posts tagged #testing

Social Media Posts Can Make For A Hotbed of Testing

I hear it a lot; how do I get started with "A/B" testing? I agree that it's not as simple as diversifying your email subject line and hope to make a monumental business lift. Moreover, more and more businesses are doing their marketing internally and therefore, don't have creative agencies that might do spending against focus groups, or do preemptive testing within a crowdfunding environment. Lastly, if you are dealing with an agency or creative house, you know that it can be extremely costly to make large campaign shifts.

Enter social media posts —

One of the many things that you could do is to create a "one-off" piece of creative and run as a social media post against your primary channels. It's not to say that you will have an overabundance of success with one particular post. However, boosting/promoting posts is relatively inexpensive, can be done in a short period of time, and can render even if minimal analytical results that you contest against. You'd be suprised how often this little trick is overlooked.

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The agency likes it. The agency sells it well and the client likes it. Then off it goes with minimal testing (in some cases) if any testing and you're DUMPING scads of budget against a 6-month runner and praying for results. See the nice part about social media posting is not only can you test variability against large differentiations in creative but you can then dial in one piece and test subtle teaks to the CTAs and actionable offers.

The key to doing A/B testing was social media post is not much different than anything– be consistent with each one. Don't favor any particular piece of creative and assign the same amount of money to each individual insert as its own campaign – say one week at $100.

Once you've received your analytics back after the week, start to make tweaks against a silo'd campaign (while you test another creative outside of this directive) that has variations in specific attributes of called to action and content of the offer. Each time you rotate a cycle of creative, be sure to analyze your cost-per-action (or acquisition) dependent upon your business model. From there, as you adjust your creative spend, more money can be applied to the granularity in messaging to ensure the best combination of elements is working for you.

Now when you start down the path of ramping up a budget to a larger more complex content deliverable, like OTT or influencer campaign, you can do so with the knowledge that you've done far more than passive testing to ensure success.

Here’s an examples of a couple of creative pieces from various “micro-campaigns” that we’re testing online.

Posted on August 19, 2019 and filed under Advertising, Strategy, Process.

A Snapshot Self Branding Litmus Test

One of the many questions that I get about personal branding is "how do I know if my efforts are working?" While the low hanging fruit there would be, if you get a genuine sense that more and more people are hearing about you and your activities. People with strong personal brands seem to be everywhere. They seem to be engaged in the conversations of people with smart SMEs and high thought leadership. This takes time and a boat-load of work. Needless to say, people still want to know if they are improving based on their efforts.

Here is a quick list that you can benchmark test your personal brand:

  • Conversational threads on your Facebook "page" are continuing independent of your engagement.
  • Do a Google search for your name:
    • Do you own the first page?
    • Does Google images index you or multiple folks with your name?
    • Are the images of you consistent, or do they range from various locations/times that you built profiles over the course of your digital experience?
  • If you're using tools like HootSuite, sprout social and or others a standard thumbs up is a consistent percentage growth in your followers, subscribers and communities.
  • Google analytics shows more people on your website or blog. "Dwell time" ( the amount of time people spend with your content) is an important metric to show, even if in a small way, the sentiment and value to your audience.
  • Do a backlinks check on your blog.
  • Do a free SEO ranking.
  • While I'm not 100% sold on it for a great number of reasons, monitoring your Klout.com account will also give you a qualifying rank that you can use as a benchmark to improve upon.
  • If you utilize live streaming or community-based services such as periscope, meerkat or conduct life are you noticing growth in the following that attend?
  • Do a Google search for the title of any of your blog posts:
    •  Did you get the number one hit? If not, start to construct (while still injecting SEO keywords) more creative titles that have unique value.
Posted on August 6, 2015 and filed under Brand, Process.

Can Media's Evolution Destroy Your Current Business Model?

What do you do when your social media audience as effectively changed the consumerization of your previous business model?

So I started my day by reading an article regarding generation Y and its single-handed responsibility for the destruction of the music industry. Now I do not intend to give you a summation of the article as I will not steal its thunder. You should read it.

Stop Selling Your Agenda & Sales Will Follow

If I was in a cartoon right now, steam would be hissing out of my ears while they blast like the “quitting time” whistle at a quarry. Because before sitting down to write this, I had a heated discussion with a colleague about how a client "envisions" handling website transactions.
Posted on November 4, 2011 and filed under Business, Soapbox, Strategy.