There are a lot of variables when it comes to digital advertising that everyone can both control and test. As business owners, the overall goal of our efforts is to reach our customers and gain a conversion or a sale. A great way to test your content is using A/B testing. A/B testing is a valuable tool that marketers and strategists use to find out what message works best with their target audience.
A/B testing separates your customers into two groups to test your content with slightly different variables to see which performs better. If we’re getting technical, your A/B test will actually be split into three groups. Depending on the size of your target audience and what platform you’re testing, you want Group A to be about 10-20% of your total, Group B to be equal in size, and the Winner Group to be the remainder. Whichever group, A or B, gets better results, that version of the campaign gets sent to the Winner Group.
You still with me? Good.
Various content can be tested in platforms such as search ads, email campaigns, social media posts, landing pages; the options are endless. Within each of these platforms, you have a choice of what you want to test. Some options include:
Your goal determines what content you test. If you want more people to convert into leads, test headline text, types of offers, or calls to action like buttons and colors. If you want more people to fill out the contact form on your website, switch up the incentive or shorten the amount of form fields. Want to analyze your website traffic? Try using different graphics or modifying the body copy. If you are unsure of what content to test, check out your website score for some inspiration.
In order to test your content properly, you must determine what success means to you. It could be conversions on a website, click-throughs on an email, or form submissions on a landing page. In order to figure out which message is truly better, you need to execute the test on both groups simultaneously. That is the key to A/B testing – in order for it to work, both groups need to be seeing the test at the same time. For the best results, it’s recommended to only run one A/B test at a time.
Another thing to consider is how long to let the test run before you start gathering results. You don’t want to end it too early where you’re missing out on valuable results, but you don’t want to carry it out too long either. A/B testing can run anywhere from a couple of days to a couple of weeks. Here’s a good tool to use to help you determine how long to run your A/B test for.
The overall idea of A/B testing is that you can customize to track and measure just about anything. If used correctly, you can gain a lot of knowledge and insight about your customers and their behaviors ultimately leading you to more success in reaching them.
Want to test your content for yourself? Here’s a guide to get you started on different platforms:
Need some assistance to test your content? We can help get you started.
Audience engagement has been taken to a new level with the use of social media. Having the ability to connect with your audience online before even stepping foot into your presentation can ensure that you are providing the information they want to hear
Here are four tips to guarantee social media success during your next presentation:
ENGAGE WITH YOUR AUDIENCE.
This is a crucial step in the use of social media. Prior to your presentation, build up the excitement by tweeting to your audience with “sneak peeks” of the information you will be sharing or even ask them what they want to hear. We’ve all listened to a presentation waiting for the moment the presenter asks, “Do you have any questions?” All you hear are crickets in a silent room.
Live tweet ups are some of the greatest ways to involve your audience, while still giving them the opportunity to listen and ask questions. A few of the best tools to show a live tweet are: Visible Tweets, Twitter Fountain, and Tweet Deck.
The golden rule to engaging with your audience is to listen. Acknowledge their questions, compliments, and even their criticism. Listening to them will ensure that they are listening to you as well.
With every social media platform out there, how do you pick just one? It is important to not confuse your audience. Collaborate your social media accounts by using one uniform hashtag, but don’t attempt to use every single platform. From my experience, two is the magic number.
When it comes to a presentation, Twitter is necessary. Collaborating your Twitter with posts on your Facebook or Instagram will help your audience stay engaged, while sharing the information you are telling them.
Not only should the content you are posting be relevant, it should also be beneficial to your audience. For example, if you are presenting on the best local cheeses, tweet your favorite recipes using the cheeses you will be talking about in your presentation. Your audience will enjoy the tip, and it will stir up conversation among them.
Throughout your presentation, be conscious of the phrases you use. Make each one “tweet-able”. When making a key point, be sure the phrase is under 140 characters (even less in order to give room for the hashtag). While presenting, your audience will be quoting you, make it easy for them to do so.
It is important for your presentation to have one universal hashtag. Since Twitter only allows 140 character posts, make the hashtag short, relevant and easy to remember. TED does a great job of this, using #TED2015 to promote all of their talks.
These simple steps will have you well on your way to successfully using Facebook, Twitter, or Instagram in your next presentation.
As someone who works with Facebook Ads on a daily basis, I’ve had quite the love-hate relationship with it. While frustrations abound as bugs and quirks arise with the platform, it usually pays off in the end as they have worked diligently to refine their advertiser tools and offer some really exciting ways of reaching customers. Last November I wrote about the introduction of the Local Awareness ad objective, which gave brick and mortar businesses the opportunity to reach people in proximity of their location. We’ve used this for a number of clients in various ways – both on an ongoing basis and in targeted event awareness applications. Tweaking local awareness ads through Power Editor to define audiences by interest and behavior – something not available in the regular Ads Manager interface – has allowed us to really drill down and reach the right people.
Now Facebook has given us yet another exciting tool in the past couple weeks – Multi-Product Ads. It’s not a new objective like local awareness ads were, but rather a creative new way to utilize website clicks and conversions ads. Previously, these ads consisted of a blurb of text, a single 1200×628 pixel image, link and an optional call-to-action button. With Facebook Multi-Product Ads, advertisers can now define three or more images, headlines and links within a single ad that can appear on desktop and mobile news feeds. Users will see the first couple images and give them the option to scroll for more links or see more at the advertiser’s website. As of now, advertisers must create their ads in Power Editor to get access to Multi-Product Ads, though Facebook says it will work this ad building functionality into other interfaces later this year.
Multi-Product Ads gives advertisers a bunch of opportunities to showcase different kinds of content and achieve specific objectives. First and foremost, Multi-Product Ads is a visually dynamic showcase for products and services. You can give ad viewers choices and entice them to click on what’s most relevant to them. This is exciting because it multiplies the potential impact of your ad. Overall, we’re seeing greater click-through rates on Multi-Product Ads versus the older single style.
Another thing we’ve excited about is using it for other specific purposes. For example, you can showcase your best blogs in an ad and give users a magazine-style table of contents to choose from. You can also give people a variety of actions you would like them to take and see which ones get the best response. You can choose a static order to your links, or let Facebook dynamically order them by popularity. In one instance, we used Multi-Product Ads to give us some additional insight on a particularly tricky audience to convert. We set up multiple landing pages – one directing people to take direct action, and others inviting people to learn more about specific aspects of this business. When we looked at the breakdown of how many people clicked on each different link within the ad, it let us know we needed to change up our approach, which will ultimately result in more conversions.
The opportunities don’t stop there. Think of all the different ways you can leverage multiple image links in a single ad. You could use the Multi-Product Ad to give multiple views of the same product and give people an Amazon-style image gallery, with the ability to put the best performing image front and center automatically. You could highlight multiple specials or coupons, or even multiple locations of your business. It’s a great way to have people meet your team with headshots leading to each team member’s profile page on your website. The possibilities are really quite exciting!
In today’s business world, you need to change and adapt in order to survive. Traditional marketing is still used and can be effective, but not compared to what is being done with digital marketing strategies.
We are surrounded by digital devices – phones, tablets, and laptops – on the train, in restaurants, and in the office. People are reading statuses instead of the newspaper, watching YouTube videos instead of the news, and listening to Pandora instead of the radio.
The key to marketing your target audience is to meet your potential customers where they already are. If they are no longer opening the paper, turning on the TV, or listening to the radio what is the point of advertising there?
Traditional forms of advertising such as newspaper, TV, radio, direct mail, billboards, and phone book ads are still available. But, just because it has worked before doesn’t mean that you shouldn’t switch it up. These mediums work even better when they are paired with digital platforms such as websites, email blasts, social media, and mobile apps. Check out other digital mediums that are developing this year.
Going digital allows your marketing efforts to go anywhere. Why limit yourself and your business to one specific area? With marketing online, your target market can expand beyond the reaches of traditional media.
By going digital, your company is also more visible to potential customers in your area. People search the Internet for products and services in their area. Using Google Places provides an online “phone book” ad that tells customers all they need to know about your business.
With tools such as search engine optimization, pay-per-click marketing, and search engine marketing measuring the success of your campaign is easy. Eliminate some of the guesswork that comes with traditional media and know how your campaign is performing every step of the way.
Digital marketing tools also allow you to adapt your campaign based on its performance. See how many people click on an advertisement, how long they are on a page of your website, and interact with your content. Having these tools allows you to adapt the campaign to get more impressions and increase response rates.
Customers today are looking for a brand with personality, a brand they can relate to. What better way to interact with them than to have a social media page?
Social media provides a great way to interact with customers in a natural way. Brands become more approachable on social media and customers feel more comfortable asking questions and sharing experiences. It also provides a way for companies to share about updates and important events.
Going digital can be a big leap for some companies. Let the team at SCM Marketing Solutions help you to determine what would work best for your company and create a digital presence for your business.