The beauty and the curse of digital marketing lies in the amount of data you have to analyze to figure out what’s working and what isn’t for your business. No other medium is held to a higher standard than the Internet. With all of the traffic numbers and conversion numbers, how do you know where to start? Split testing isn’t a new concept but because of digital analytics, it’s a great way to test what your audience responds best to.
WHAT IS SPLIT TESTING?
Split or A/B testing is a way to test any one variable within your marketing messages. The important thing to remember with A/B testing is that you can only change one variable at a time. Let’s use email as an example. If you want to see what factors lead to a higher open rate, you need to keep the same creative and email copy; then split your email list in half randomly (randomly is important!) and send the same email to these groups with different subject lines. Then you can analyze open rates and see which subject line performed better. You can perform this task with many different types of digital media (Google AdWords, retargeting, email, PPC, and the list goes on and on) to analyze what works best. Also try changing out photos and copy, as well.
BENEFITS OF SPLIT TESTING
Put simply, split testing makes you a smarter marketer. It helps you understand what your customers respond to in messaging and ultimately lowers your cost per acquisition. Lowering your cost to acquire a new customer will increase your revenue. It helps you create better content, period. The ability to split test copy, images, creative, etc. digitally also affords you the opportunity to transfer those messages that worked into other various forms of media. Traditional media (TV, Radio, Billboard) are still effective at reaching your audience, imagine how much better it could work for you if you had spent some time split testing you message to see what gets a response.
Remember, most people are not visiting social media sites to shop, they’re doing it to engage with their friends and family. There’s a lot of clutter on social media which makes it very difficult to break through the noise. You must provide something of value to get people to click on your content. Content for the sake of content is useless, you must be putting out your BEST stuff and being helpful in order to drive more traffic.
Stop Trying to “Sell” On Facebook
As I mentioned before, people aren’t going to social media (specifically Facebook) to shop so stop trying to sell them while they’re trying to engage with their friends and family members! This is a great way for you to get in the heads of your potential customers before they know they need you. Use Facebook as a way to build awareness of your company not as the final tool in your sales funnel. It’s the best way for you to get in the heads of your potential customers before they know they need you.
Use Hashtags To Expand Your Reach
One of the greatest powers in social media is the breadth it provides for your content to be seen. Hashtags expand the reach of your posts beyond your immediate followers and help you reach new audiences. If you’re creating great content but no one is engaging with it, try using some different hashtags to gain some traction. Look at what’s trending and latch onto it. Not only is this a good way to get new followers, it also provides a wider potential reach for your content.
Create Content Your Audience Wants To Share
I can’t stress enough how important it is to create QUALITY content. By creating really awesome content, your audience will want to share it with their followers. Sharing creates a wider reach that inevitably drives new visitors to your website.
As technology continues to evolve and encompass much of what we do, it’s important to think about how augmented reality can be used to drive awareness and increase revenue for your business.
First, let’s start with defining augmented reality:
a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view.
Pretty clear? The most recent successful execution of this theory is Pokemon GO! According to Forbes, “Pokemon GO users spent 75 minutes per day playing.” Augmented reality has been around for a long time, but mainly just as a gimmick. It isn’t until Pokemon Go that there has been such a noticeable use and popularity of augmented reality and in turn, a good way to drive awareness to your business.
HOW BUSINESSES ARE BENEFITTING
Do you know where the closest Pokestop is to your business? If not, then you probably should because you could be missing out on opportunities to increase your revenue. With the recent explosion of Pokemon GO, businesses have quickly adapted to the trend and are taking advantage of having a Pokestop near their business. By offering specials to Pokemon GO players, you draw in a new crowd. Bonus points if you devise a plan to capture their email address so you can market to them later!
Being aware of current trends is extremely important for getting your business noticed and for driving traffic.