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On Marketing Experimentation and Testing

Experimentation and testing are two of your best tools to move your marketing forward. It can also be one of the hardest undertakings to get your teams on board.

Your campaign is brilliant. You have guided everyone on the team to a mutual understanding of what your campaign should accomplish. You even have a landing page and CTA your team more or less agrees upon. Congratulations! Then…

A curious team member asks the question, “How do we really know this is the best approach?”

It’s a great question. And one we will explore in depth. By the end of this post, you will have the answers -and questions- you need to have in mind when it comes to marketing experimentation and testing. And yes, it’s important.

What does experimentation and testing really mean?

While we will go over the basics of experimentation and testing – for those wanting to go deeper, you might want to read this.

If you are not familiar with Avinash Kaushik, do yourself a favor and sign up for his free or paid newsletter.

If you have never run a campaign like the one you are about to launch or with an audience you are unfamiliar with, think of it as basically an experiment. You have to be ready for any outcome, good or bad. And this is something that professionals sometimes struggle with. We never know for certain how a campaign will land. Marketing at its core is messy. What works for some doesn’t work at all for others.

Often professionals find something that “works and then stick with it and find themselves in a rut and even worse, if/when it stops working, find themselves with no other ideas to turn to. Even best practices are often wielded as ways to avoid change and sometimes even to preserve the status quo. I no longer take marketing advice dispensed by a “guru” unless they have experience with my exact audience. And that is very rare. Very, very rare.

Before we go any farther

One of the hard truths about marketing is embracing uncertainty. And that can be hard for folks. Embrace the uncertainty and be willing to fail, and also be prepared to explain to executives – because you will. You might need to remind them that no one walks into a gym and expects six pack abs on the first day. You have to work at it and there will be ups and downs on the way. And you will learn a lot and if you are willing to be honest you will find a way there. There are no short cuts. There is no magic solution. And experimentation will help you find the best way to reach and connect with your audience.

Working with engineers and doctors for instance, I would often have to explain we are not following a black and white process. We have to be able to incorporate new information and go where it might lead us. It’s a mix of art and science. Marketing experimentation and testing allows us to get our hands dirty. But it also needs a clear direction. Or else you run the risk of wasting your energy chasing down too many variables and well-meaning “suggestions.”

So when we talk about marketing experimentation and testing, it is not a random approach to throwing things at the wall and seeing what sticks. We are talking about identifying exactly what we want to experiment with or to test, why we are testing it, how we should test it and stating what we think we might expect and then get out of the way and report honest results. This is also not the time to bend data to make your experiment or test “right,” this is the time to put ego aside and be purely open to results.

So… how do we experiment and test?

Yes! Let’s do it. With experiments, it’s time to brainstorm and focus on ideas that align with your priorities. This is where the goal and objective can help you focus. So let’s launch one of the top ideas and keep some of the additional ideas for future iterations. You launch the campaign/experiment and start to see results after a few weeks. Are they what you expected? Do you think they could be improved? Would you like to see a different outcome. Keeping your goal and objective in mind, is it achieving what you set out to do? Most would probably answer, “Well, it could always be better!”

Now, if you think you are on the right track, it’s time to to think about testing. If not, it may be time to go back to the drawing board and try a few more experiments based on what you know. Hopefully you are consulting a wide group of folks, including customers as you reset your direction.

But again, you have a good history of results with your original campaign – correct? Because if you have nothing, testing at this point will show you nothing. You need to understand everything you are looking at first. Then, depending on those results, begin to identify what you would like to test.

I’m not a fan of setting up multiple tests from the get go. I like to, after experimentation, see what the results are with as large and undiluted a sampling as possible. If it is doing what we generally expect two or three weeks later, but performing and/or underperforming on agreed upon KPIs, then let’s start testing.

Let’s also take a couple of approaches into account. There are a couple of ways you can test. One, which is used a lot more than maybe it should be, is called multivariate. There is also A/B testing. What is the difference and why does it matter?

Multivariate means multiple variables are changed. From copy to focus benefit to headline. Which means it is very hard to pinpoint what’s working or not. But again, there are many who prefer to work this way.

A/B testing, although more time intensive, is usually the most conclusive way to go. It means you are only testing one element and testing it against the original. So you want to try a different headline. Great, that should be one test. You want to focus on a different benefit? Great that should be the only thing you change. A/B testing allows you to really nail down what works with your audience. But as you can imagine, many don’t want to invest the time so we end up with multivariate – and a lot of guessing at went went wrong or right.

A Quick Sad Story

I have had the experience of launching a lot of campaigns. In a product launch, in the awareness stage, a product manager came to me two days after the launch. “How many leads do we have?” she asked. “Zero” I said. The product manager immediately assumed the wording on the landing page was the culprit (again, let’s not even take into account the campaign was in the early stages of the AWARENESS stage) and rewrote the entire page. A week later she asked, “How many leads?” Again, “Zero.” Frustrated she rewrote the page again.

So there were a couple of problems going on here. One, the KPI was leads on an awareness campaign (not good) and there was not good content such as a case study to share AND there was no structured approach to landing page testing. It was all how the program manger felt they could get people to contact us.

This is exactly how experiments and testing can go sideways quickly. One, you need to have clear and realistic expectations for the campaign and the stage it is in. Two, if it isn’t doing what you expected, you can change some elements but do it one item at a time. Be honest about where you are at whether it is in an awareness, consideration or decision stage and be sure to nail down the right action expected. And then test – one item at a time.

So – let’s wrap this up

It’s important to know what you want to test for, what you expect and adjust accordingly. Experimentation and testing can get you there. This nine-minute article goes over the topic in depth and covers a lot of the practical aspects of testing.

Don’t let the idea overwhelm you. Experimentation and testing will soon be your ally in making your marketing the best it can possible be. And be willing to put yourself out there. Anyone who says they’ve never failed at marketing are straight up liars.

One last word

Remember there is a lot that goes into campaign. Images, content video, ads webpages and more are all part of the tactics utilized. It is good to learn what connects with your customers and what doesn’t You will reduce marketing waste and instead learn to focus more and more on what works, again, saving you time and dollars. But there may be some spend in the learning phase you have to write off.

If leadership asks what you are doing while experimenting or testing, let them know we have to find the right way to get to the customer and luckily it’s not like sending out ads in the past. We can measure results now and as long as our KPIs reflect actions and are not being used as a vanity metric, you will be able to continually improve and feel really confident about the budget and results.

If you need help, contact DemandWeb

Also read On Landing Pages and CTAs

My LI profile. I write about marketing and analytics and also make music.

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On B2B Social Media

B2B social media is tough. Let’s go through what you are facing and solve this common issue together.

You are setting up the social accounts. Others find out and are excited.

Yes! They say. Free advertising – let’s blast out our promotional messages on social.

No, no, no, no, no, no…

I have no idea why this is so common. It’s not like they haven’t been on social before. The minute a company you follow starts posting one promotional message after another onto your timeline, do you actually enjoy that?

Or do you ignore and unfollow?

I know what 99% would do. The remaining one percent still following would be the social media team and company employees.

So let’s get down on approaching B2B social media and how to get everyone on board with you.

First of all, understand that whether it is B2B or B2C, or whatever the latest term, you are still dealing with humans. These actual human beings are NOT looking for your promotional messages on social. In fact, quite the opposite.

What DO you go to social media for? Helpful updates, Information, entertainment, animal pictures -my fav- and videos the list goes on. But we get ads and sponsored posts everywhere, so why would anyone think that organic posts that look and sound like an ad is going to connect with your audience?

Find your audience and address their needs. Remember that your audience does not care about you — at all it’s all about WIIFM (What’s in it for me?). Avinash Kaushik wrote that the north star of content should be helping your audience get promoted.

So offer good information, things that are helpful, be entertaining, whatever it is there are great examples out there. I would keep in mind that being funny is VERY difficult and few do a good job of it (Innocent Drinks comes to mind) But, we can always offer expertise.

So when the boss asks about how you’re promoting the company, let them know the expertise you show is building your credibility. Many sales folks I’ve worked with have learned that once they stopped promoting and started addressing how to solve problems, customers started coming to them instead of the other way around. Teaching IS selling. And this is especially true in the social space.

If you need help running your social media accounts or just need a free consult, contact DemandWeb

For more on DemandWeb: DemandWeb: Data-Driven Marketing Agency Helps Businesses Drive Demand

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Google Ads: Recommendations

Google ads recommendations. What are they and should you use them? Read on.

Ah, Google Ads and its automatic suggestions – it’s like having a well-meaning but slightly clueless friend trying to set you up on a blind date. Sure, they mean well, but their matchmaking skills might leave you scratching your head.
Why, you ask?

More on Google ads recommendations:

💸 Cash Splash: Ever felt like your ad budget was used as confetti at a party you weren’t even invited to? Blindly following these suggestions might just do that. You could end up showcasing your stellar products to an audience whose eyes glaze over.

👬 Mismatched Pairing: Google’s algorithms are like overenthusiastic cupids, shooting arrows left and right. They might suggest targeting people who like something vaguely related to your product, but it doesn’t guarantee a connection.

So, if you’re braving the unpredictable world of Google Ads solo, here’s your survival guide:

🎯 Define Your Goals: Think of your campaign goals as your treasure map. So, know what you’re looking for, and when those automatic suggestions come knocking, make sure they’re on the right path!

👩‍💻 Know Your Audience : Think of your audience as characters in a mystery novel. Study them, understand their quirks, and decode their interests. Armed with this knowledge, you can evaluate those automatic suggestions like a pro.

🔍 Results Detective: Sherlock your way through your campaign results. Some suggestions might be your Watsons, faithfully supporting your cause. Others? Well, they might be your Moriartys. Keep an eye on them and make sure your campaign stays on the right side.

Remember, a bit of skepticism and wit can turn those automatic suggestions from questionable advice to brilliant insights. Cheers to savvy advertising and campaigns that get results!

And if you want to ensure you’re spending every ad dollar wisely, ignore the Google ads recommendations and reach out to DemandWeb. We can help!

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DemandWeb: Data-Driven Marketing Agency Helps Businesses Drive Demand

…passionate about helping clients achieve marketing goals and grow businesses…

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DemandWeb is a marketing agency that specializes in data-driven marketing, measurement, and demand generation. We help businesses create, drive, and capture demand through advertising, consulting, analytics, and digital marketing services.

Introduction:

In today’s competitive marketplace, businesses need to be more data-driven than ever before. This is especially true when it comes to marketing. By understanding your target audience and tracking your results, you can make more informed decisions about where to allocate your marketing budget and how to improve your campaigns.

DemandWeb is a marketing agency that specializes in data-driven marketing. We help businesses create, drive, and capture demand through advertising, consulting, analytics, and digital marketing services. We’re passionate about helping our clients achieve their marketing goals and grow their businesses.

Benefits of working with DemandWeb Marketing:

  • Data-driven approach: We use data to inform all of our marketing decisions. This means that you can be confident that your campaigns are targeted and effective.
  • Clear ROI: We track the results of all of our campaigns so that you can see exactly what’s working and what’s not. This helps us to optimize your campaigns and ensure that you’re getting the most out of your marketing investment.
  • Comprehensive services: We offer a wide range of marketing services, so you can get everything you need in one place. We can help you with everything from developing your marketing strategy to creating and executing your campaigns.

DemandWeb Marketing Agency is:

Consultants Linzy Berger and Paul Warner are experienced marketers who have helped numerous B2B and B2C companies in a variety of industries. To learn more, visit DemandWeb.

To Conclude

If you’re looking for a marketing agency that can help you achieve your marketing goals and grow your business, then DemandWeb is the right choice for you. We offer a data-driven approach, clear ROI, and comprehensive services. Contact us today to learn more about how we can help you succeed.

Visit DemandWeb

Visit the website and schedule a free consultation to learn more about how DemandWeb can help you drive demand for your business.

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On Landing Pages and CTAs

Always follow the data.

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Landing pages and CTAs that convert are tough to get right. They can be especially challenging if you collaborate with a large team with many specialists and opinions. As a digital marketer you will encounter this issue. This post addresses the problems and what to look for in solving them.

You have the perfect campaign in mind. You have thought about your audience. Have described your goal, objective, strategy and the tactics you think you want to use. Everyone is on board it seems. It’s go time

But wait a second. The landing page for the campaign ends up in the middle of a fierce debate. There are opposing views over the main objective of the page – even though you may have agreed on it in previous campaign discussions. There may even be confusion around the key performance indicators (KPI) and debate at what stage (Awareness, Consideration or Decision) the campaign is in.

No matter how well you plan, when it comes to the tactics, sometimes consensus gets lost on how we want to meet the customer. This can often be mitigated by thorough briefs outlining your goal, objective, and strategy which should inform tactics. But sometimes there are factors and opinions outside of your control. How then, do you go about it when your marketing team is involved with bringing traffic to the landing page? What input should you offer? This question becomes especially important if you are going to put significant spend behind the page to drive traffic. And that’s where we should start.

Traffic shouldn’t be a KPI on your ad landing pages.

Nope. There is only one exception. If the page is only being created to drive organic traffic, of course traffic matters. Do your SEO checks and let her rip. But if it’s a paid ads page, traffic doesn’t matter one bit. Because if you are paying for traffic, you could have the smiling poop emoji as the featured element on the page and you would still receive the same amount of traffic. You are paying for it. You created an ad and are promising a great page experience. The poop emoji probably did NOT deliver, but there was traffic. So, no matter what, you will get traffic. It’s what the traffic does once it’s there.

KPIs that do matter

If your site speed is good on both mobile and desktop, then you can include/look at overall engagemnt rate. But really, you should be focusing on what the traffic does once it’s there. So even in an awareness campaign, you should focus on conversions, or actions you want to help guide the user to naturally, and of course, engagement. If you are prospecting for instance, is the CTA to share their email strong and sensible? Is there a value in users sharing their email, or are you trying to strong arm them into sharing the email so you can report that “Yes, we are generating prospects!” Don’t forget that humans are engaging with your content – think about the last time you shared an email address with a company. What compelled you to do it?

Look closely at the page you are creating and have one outcome in mind. Make sure you have stripped out navigation. Although you don’t want to “trap” a user on the page, you want to minimize distractions. Your company logo, for instance could lead to the website, or a smaller, less noticeable (secondary CTA) could be situated so that if the user doesn’t feel like becoming a prospect they can head into your site’s wild expanse. But send them somewhere logical – and tell them where you are sending them – and why.

Your landing page won’t work without a compelling CTA

If you create a landing page and then place a button that says “Subscribe” or a “Learn More” don’t expect a great outcome. Unless your offer is free gold, you have got to give your user a reason to take the action you wish them to take.

Many think a simple actionable verb will compel a user to comply, but in the real world, users don’t hand out their email address for just any reason. Today’s consumer is wary and protective of their inbox so you have to make an offer that makes it very, very worth it to them. And this is not easy. Be sure to have content of value to share. Copy that converts, or conversion copy, is an art and genre in and of itself in the copywriting world. Think it through. You might also want to tell them what to expect once they share their info.

This article on conversion copywriting will get you headed in the right direction. I also like its Awareness, Consideration, Decision breakdown of campaign stages.

Here is a great way to start creating a CTA that works by Eden Bidani, a conversion copy expert. I would recommend following her on LinkedIn.

Ad Traffic is a completely different animal than organic traffic

This sometimes seems to confuse folks. Remember that ad traffic is completely different than organic. Ad traffic has been lured off the internet to your page. They had no intention to end up there that day, you pulled them in and promised a good time. A way to think about it is that your ads are a carnival barker on an extremely busy street promising people the right experience if they venture inside your “foyer.” Whether they were looking (search) or were intrigued enough to enter (display, video, discovery, PMax etc.). It’s likely they may not even know who you are. And, again, be sure you give them what you promised.

Organic traffic, on the other hand, arrived there on purpose with stronger intent. Not that organic pages are being let off the hook, but paid landing pages are designed with strangers in mind. This can be a difficult change when you have a feel for your audience and have designed pages in the past for that audience. Landing pages and CTAs throw a lot of what you may know about your audience out the window. Expect to reach a mostly new audience, who again, have no loyalty or reason to trust you and were also not necessarily expecting to be there today. Be prepared to adjust to their needs.

After the launch

Watch those GA4 results and pay attention to engagement (you may need to adjust the default of 10 seconds), scrolls (default 90% but with Google Tag Manager you can set different depths), and clicks. Understand where they are going and again, adjust as necessary. Always follow the data.

One of the hardest projects to initiate is after everyone has worked really hard to get a landing page and a secondary page in place to find out they are not working as expected. Nobody wants to go back to it, but if you set a date, say a month after launch to follow up and share findings, let folks know ahead of time that changes may have to be made. We also talk about A/B testing in an upcoming post.

BTW — Landing pages and CTAs are hard

But don’t despair! A little thought and care when creating landing pages and CTAs will take a lot of the guesswork out of it. Remember; know what your goal is, design the page solely for the goal, focus the traffic on the goal, and leave them an out if they decide they don’t want to take you up on your primary offer. If they aren’t biting, go back to rework or take the time to create a better, more compelling CTA. Don’t be afraid to experiment. A colleague who played with conversion rates on his landing pages found that a certain color of green (which had nothing to do with the brand’s usual colors) converted at double the usual rate. Why? No idea why that particular green worked so well. Remember, people are weird (that includes you).

You never know what your audience will respond to. This is another reason to be willing to experiment with your CTAs and other elements on the page. Which will be the subject of another post; being open to experiments and how to do them.

Reach out to DemandWeb for help in consulting or setting up landing pages that convert for your business

Best of luck and bon marketing!

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Paul Warner (link leads to LI Profile) is heavily involved in digital marketing, advertising and analytics. Also loves to make music.

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