Testing and measuring - Marketing⁺

Testing and measuring – Marketing⁺ a collection of papers from PlannedSites for SME's

"Nothing can add more power to your life than concentrating all your energies on a limited set of targets." - Nido Qubein

We said earlier that your marketing effort needed to make a profit. We’re not going to teach grannies to suck eggs so we’ll leave the measuring to you (not forgetting the flying start you gave yourself by putting values on your various categories of clients).

Testing is just as important. It is the procedure by which you establish a profitable formula by testing small samples before you commit to a full campaign. For instance, in a direct mail campaign you send out letter A to 250 recipients.

In a pay-per-click campaign the sentence:

“ . . . that Works with Leading UK Marketing Expert”
was 44% more successful than

“ . . . that works with leading UK marketing expert”.

Testing is easier than it sounds. When you have a winning formula, whatever it is you’re doing, test it against what you think is an improvement. If the change is better you have a new standard; if not, stick with the old and try something else. Over and over again.

Once you’re under way, testing and measuring ensure success and eliminate risk