By Allan Ferguson
If you’ve listened to my podcast you’ll know how strongly I believe in marketing your business, but there is still a common marketing mistake service businesses make I’d like to highlight.
Think about your most recent marketing campaigns and ask yourself:
“Did I do A/B testing before releasing the campaign material to the market?”
Sometimes we get so excited about an idea we rush it to market without doing proper testing or research first.
Other times we might lack the resources to get feedback and so we release a marketing idea hoping for the best with it.
A/B testing is the process of taking a marketing idea-such as a discount code- and releasing a minimum of two different ways of promoting this- let’s say a fridge magnet- to a selected market base.
A/B testing is one of the smartest ideas your business can implement and I’d say it’s an action that should be considered compulsory for your marketing campaigns.
I’d just like to say, though I’ll use a fridge magnet as an example, this concept can be used for ANY marketing material, from emails to business cards to your website.
Let’s say you’ve decided you’re going to invest in magnets for your next marketing campaign but you’re unsure about whether it’s going to be effective.
Maybe this is the first time your business has used magnets and you don’t know if customers will respond to them.
It could also be for a magnet where you have two different designs you can’t decide upon.
The A/B test can be a perfect way of giving you reliable feedback directly from your target base about what will motivate them to make your phone ring.
I recommend selecting one of your best performing suburbs and releasing small quantities of each offer/magnet evenly only to this monitored area.
What you’re doing here is getting direct feedback from customers in a location your business knows and will be able to monitor about how effective a magnet or offer can be.
Do you see how this is a good idea for your business?
Magnet distribution can be a significant investment depending on your business so to me it makes little sense deciding on an offer and thinking “yep, let’s do that” with no feedback from potential customers beforehand.
The same goes where perhaps you’re promoting a service your business has never done before and you’re curious about the market demand for it.
Getting results from the A/B test will give you far more confidence in knowing you’ve got an effective magnet or exclusive offer that’s making customers call you, instead of just going off a gut feel.
It’s much better to find out if a marketing idea may not be as great as you thought it might be before you’ve invested 100% of your resources to it!
Start doing A/B testing wherever possible and you’ll find your marketing will become far more informed and your campaign results will reflect this.
Allan Ferguson is the CEO of Service Professionals Australia.
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