Why Testing Works
Sep 14, 2015

Marketing is vital for attracting custom, regardless of the type and size of your business. Whether you want to create new business or retain your customer-base, having a targeted campaign that communicates your unique selling point is essential in today’s fast-paced markets. So how can you guarantee your marketing campaign will be a success?

Don’t jump in head first. It’s advisable to test the water before committing effort and capital in potentially expensive and extensive marketing campaigns. Testing allows you to learn from the results, such as what works and what doesn’t, what’s liked and disliked, and what needs to change. There’s so much insight and value to be gained from testing that it has become basic practice for businesses of all sizes. There are many ways to carry out marketing tests, including market research, surveys and focus groups.

Market research provides in-depth knowledge of your customers, competitors, suppliers and distributors. It produces a much clearer picture of what you need to do to make your campaign work.

Think about how your customers can find you and how your competitors’ products and services differ from yours. Consider patterns in behaviour and find the gap you want to fill in your market. Take the time to analyse your results then revise your strategy to suit. Knowing and understanding the needs of your target audience is key. Focus groups are a great way to gain honest feedback. Gather opinions on your product or service so you can adapt it to suit. Don’t ignore the participants’ comments, whether you agree or disagree! Take on board their comments and adapt your offering accordingly. If you don’t have the resources to conduct focus groups, then surveys offer another way to achieve a similar result.

Free digital platforms, such as SurveyMonkey and Google Forms, benefit businesses by reaching a much wider and diverse audience in seconds with just the click of a button. Maximise the resources you already have available and use them wisely. If you’re selling children’s clothing, reach out to parents at your child’s school for their opinions. You can use this same audience to spread the word about your product range.

Marketing your business can seem confusing at times. By testing marketing activities, you can achieve better results long-term and get the best return on your investment.

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