What is the single most important part of a successful marketing campaign?
Testing.
Wait, don’t leave yet! I know the word testing brings back nightmares of pulling that all-nighter to study for the calculus exam you had to pass to keep from failing out of school.
When it comes to marketing, however, testing is your best friend. In fact, I believe that testing is the most important, yet most ignored, ingredient to designing a successful marketing campaign.
Test everything out on a small scale. Find out what works and what doesn’t BEFORE investing lots and time and money on a large marketing campaign.
Doing this helps you avoid the mediocre campaigns. It can make a good campaign great. It can even turn a great campaign into a phenomenal, competition thumping, retirement-here-I-come campaign!
Traditionally, ad testing was largely done in print media and could take weeks, if not months to conduct. The internet has changed that. With the tools now available online, particularly through Google AdWords, Analytics, and Website Optimizer, you can now test your marketing messages quicker, cheaper, and easier than has ever been possible.
Even with the internet, testing does require time and patience. In return, however, you will learn what your prospects respond to and what they don’t. You will take the guesswork out of your marketing.
And when it comes to your marketing dollars, would you rather invest them in guesses or in facts?
So when it comes to marketing your business, stop guessing and start testing!!
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