A great test for determining the best strategy for achieving your desired results is “A-B Testing”.
An A-B Test is when you run two almost identical campaigns to smaller audiences, but change just one variable and then test your results. For example, you might divide your email list into two groups before sending out your monthly newsletter. The content of the newsletter for both groups remains the same, but you use two different subject lines to see which version achieves a higher open rate. You can then use your findings to write similar-style subject lines for your future campaigns.
A-B Testing works for all types of marketing:
- Test two different offerings on postcards to a community
- Test two different ads in a community newsletter
- Test two different headlines in Google Ads
- Test two different scripts for a client event
Test Small, And then Invest Big!
Choose small segments of your target market to test your campaigns. Change different variables of each campaign to determine what actually works versus what you think might work. Work the scientific process. Once you get consistent, desired results, launch a large campaign to your entire target market.
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