Test & Learn Marketing Strategy

Start with Messaging, Then Offer Test

The evolution and technological advancements in how we communicate, interact, and transact daily has enabled marketers to test and learn in ways that are faster, smarter, and more targeted. As with any marketing strategy – identify WHO you are targeting, build out their persona, and be empathetic. Before you build a go to market plan or a market test, the effectiveness will be tied to how much creative, strategic, and critical thought you put into your customer and what they are inclined to respond to. Below we uncover the phases of an effective test and learn strategy:

 

Start With Your Customer

We already emphasized this within our intro above, but we will continue to always re-emphasize this point wherever possible. Start with your customer. Identify how many segments you have, build personas for each, and understand them. Where does this person live? Where do they find information? Which marketing channels do they respond to? What are their interests? Start with your customer within any marketing strategy. This will help make your test and learn marketing experiment that much more effective.

 

 

Set KPI’s For Each Channel & Keep Variables Consistent

Pending what marketing channels, you are using to test and learn which messaging will work, ensure you understand what KPI’s to look at. Before you begin the test, define what success looks like. Within messaging, you are testing an action. It can be a click, a share, a like – anything that makes a consumer act. This generally falls within interaction rate or CTR (click thru rate). There are other KPI’s as well – if it is email, what subject line works best? This would be measure by open rate. Ensure that you identify the channel, what KPI’s you will use to measure, and define what success looks like.

Additionally, a valid test must be apples to apples. Isolate the variables and ensure that you are only testing 1 difference at a time. This can be headlines, imagery, or call to actions to name a few. This can also be a completely different messaging angle but testing the same audience in an A/B test. Isolate the variable you want to measure to ensure the test has statistical significance.

 

 

Build Messaging Angles to Test What Resonates & Creates Action

This is the fun part. After you have identified your customer, built personas, and established a statistically significant marketing test – now you can have fun with creative messaging. Based on the customer, what do they respond to? Identify 3-4 angles to test. An example could be testing a humor angle versus an inspirational angle versus an angle that is assertive against your competition. You can build the messaging out within a messaging matrix – have each angle as a column and work on various ad units within each angle to build out 3 ads per angle. You now have 9 ad units to test against each other. Let the best one win.

 

 

Test Offer for CRO

Once you have identified the winners within your messaging tests based on initial action, now it is time to test what offers drive the highest conversion for customer acquisition. This is how you drive customers from the consideration phase to the conversion phase within your customer journey map. Develop various test offers or call to actions that you can a/b test on site or in ads, this will help drive improved conversion and is critical to any CRO strategy.

 

We are here to help guide you during this process and can offer our expertise as you look for options for a marketing service provider.  If you have any questions, please contact us at hello@gutenspiel.com. We can help you with your marketing needs and start growing your brand, your company to new heights.

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