One of my colleagues asked me recently, of all aspects of marketing, what is most important? Without hesitating replied testing.
Many of my colleagues would argue that if you do not have the right message does not reach the right audience at the right time and with the right offer, it will not succeed. I think it’s quite well. Moreover, these are precisely the elements of a successful campaign that can be identified through proper testing.
So how do you know that your posts are optimized or is reaching its target audience as effectively as possible? Only proper testing can give you that information.When someone on my team says that a particular campaign was a success, I wonder how do you know? The answer always has to do with campaign performance measurements. But that information is relative. If your click-through rate was 20% and a conversion rate of 0.35% for an online campaign, may have generated a positive return, but as much as 0.35% could be achieved? Have you tested the drive to set expectations before the full release?
By testing multiple landing pages, postcards, direct mail packages, keyword campaigns and other campaigns, you can find what resonates best with your audience and set appropriate performance expectations. Once baseline established, continue testing and experimenting with different messages and offers time and compare the results against your baseline. So when someone asks how the campaign went, you might say good, bad or indifferent based on real data.
The ongoing measurement and testing are essential to successful marketing. If you are not being tested continuously campaigns, you are missing important data.
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