Always be testing.
I learned split-run testing while working on my dissertation and have used it for many marketing projects. I'm fairly confident that most leaders know ABOUT testing, but very few decision makers DO testing, even sporadically.
Here are a few examples of testing options:
For an email campaign:
Mail one letter to half your mailing list. Mail a different letter to the other half of your list. It's best if you do only one thing different in the second letter so the science of the test is better.
To test a headline:
Use Twitter. Send one headline today and watch for interaction.
Tweet an alternative headline tomorrow at the same time and note the difference. (It's OK to use Facebook, but don't use an image.) Test the words, then test the image.
To test a photograph or any image:
Use Facebook. Post the image and ask your friends to vote on which image they prefer.
To test response to a broader campaign or to differentiate target market response:
I recommend unique landing pages.
Create a landing page message for each campaign. Send people to your landing page from whatever social media options you use.
Obviously, only use one landing page per medium or target audience. Measure hits and click-through on each landing page. Study all metrics available to you.
The key is to develop data through testing. If I can help in your testing, please send an email.
Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.
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