Marketing smarts with Ryan Caligiuri
Marketing expert takes your questions
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When people ask "my thoughts" on a certain marketing tactic or strategy I always respond with "I don't have thoughts, I have tests" because I hate guessing. Leave it up to the market to decide, it will make you a better marketer for doing so. Thanks for the question!
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The example you shared in your published piece is a remarkable example of the power of testing. One thing you did not cover in your piece today was testing in social media. Everyone always asks for the ROI of social media, seems like testing will reveal the ROI wouldn’t it? How would you test social media tools like facebook and twitter?
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You can converse with followers on Twitter, share information with friends on Facebook or peers on LinkedIn and all of those you don't have to measure. Measure the messages you send about a particular offer such as an upcoming webinar or event your are running...
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What if we’ve already begun a traditional advertising campaign and we would like to tack on testing now. Is there any way we measure the success of a campaign after it has been released? I realize this is not ideal, but we ran a campaign and it’s been running for two weeks and after your column I feel we should test this against a future campaign.
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I'm not necessarily the biggest supporter of using website hits for a measure of success instead I like to use registrations, inquiries and downloads as a way to measure the success of a marketing endeavour. So my answer will change depending on the approach you took with your ad...
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Try to look for spikes in website activity at the bare minimum and try to start building an approximate benchmark that you can compare to future campaigns. I hope that helped Amy, it's a difficult thing to do, especially if you are looking to add on testing as an afterthought. Feel free to ask more questions if you have any more!
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It seems that testing can be an expensive endeavour because instead of creating one email we have to create two. Instead of creating one landing page we have to build two. We’re doubling our output which means more time and more time means more money. So I ask, what is the ROI on testing?
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Hi Barrett, thanks for your question. Yes, when testing you have build in gauges and duplicate campaigns to test one against the other, however, I will also raise the point that by not testing we are leaving a lot of potential opportunity and profit on the table...
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I could have run the same campaign again and again, which is what happens a lot of the time with companies, and I would have received no registrations and just assumed the the marketplace didn't want the class. Well that wasn't true. The marketplace wanted the class they just did not have enough information to buy-in...
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The change we made that turned it all around was adding the entire course description into our marketing. The course description was very long so we decided to leave it out and keep our first run clean. After a first unsuccessful run I decided to include the entire course description so that people could go through each item and decide if it would be right for them...
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Very quickly we realized that while the course descriptions were very long and made for a lot of scrolling in emails (which most people say is wrong to do with email) including them in the email gave the marketplace the information they needed in order to make a decision to invest in the program. We confirmed this a couple months later after running another test similar to the one I shared in the column today and we received the same response. Thanks for your question!
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For those who haven't seen the column, click here here
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You will find out so much and become a far better marketer when you begin testing because you will make the key distinction that it's not about you, you will come to rely less on yourself and learn how to ask the marketplace. That's why I love testing. It's so stressful to have all the answers when it's impossible to predict the future, run tests and once you have data, you will have all the answers you need!
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