It’s time you start running your marketing like a fifth grade science experiment. While you probably have some fancy degree from a wonderful liberal arts college, all you really need to be a good marketer is a basic understanding of how to run a science experiment.
While in traditional advertising you may not have been able to test a TV commercial or billboard before launch, in digital days those day are long gone. There is no reason you cannot continually adjust and learn.
Too many marketing campaigns are run based on best practices, what competitor x is doing, or hunches. It’s time for a new method.
Test, Learn, & Repeat
At core it’s that simple: test, learn, and repeat.
Step 1: Make an assumption
What do you think will happen? Your hypothesis should go something like this “We believe that our target will inspirational quotes on Instagram.”
Step 2: Set a Benchmark
What criteria will you use to make a decision. “If on average a post get’s more than 50 comments we will determine the hypothesis ture”
Step 3: Run the ad, collect metrics.
Setup the necessary requirements to track you campaign, and start running your ads.
Step 4: Decide
Decide if you will accept or reject the hypothesis.
Step 5: State a Conclusion
Based on your decision formalize your conclusion.
Next time before you write a year’s worth of email campaigns, start small, test, and see what works.