With the world of online marketing changing so rapidly, it’s imperative that one measures and adapts with every aspect of their Social Media and content marketing strategy. It’s important to adapt to what the audience engages with the best, in order to gain a head start in the content marketing race.
But how should you test? Should you use a checklist? Should you just guess and leave it to fate?
I think not. Below are some top tips.
1.) Perform some market research.
Ask your target audience directly what they think.
If you’ve collected an email list this should be no problem as long as they have consented towards being emailed. Send them a survey that can provide you with data that you can use on your future marketing campaigns. Supply and demand will let you know exactly how to proceed and what content to ultimately provide.
2.) Aim to reduce friction.
One aim that marketers have is to attract your audience and one specific way that you can do that is through online marketing. There are bits and pieces on webpages that ultimately slow down your site, some of these such as blank fields for forms must be minimised.
Improving your page load speed by even a fraction of a second can have significant upside towards reducing customer friction. When in doubt think about the audience, put yourself in their shoes! Is it obvious where the user should be looking? Have you done usability testing using software such as Hotjar? Is the content too long and wordy? Does the content provide value to the audience? The length of a page is important when attempting to reduce the number of customers that leave the website. Don’t overload your customers with too much content, for this will intimidate them and will make them leave your website. Keep your content easily digestible.
3.) Use some aesthetic imagery
They say a picture is worth more than 1000 words. Many agree with this. By keeping your content fresh and new, keeping it in line with the tone of your brands voice. It’s important to keep the images relevant to the article at hand. You could try to alter the sizes, positioning, and colours used in your brand photos. This may even have unexpected results.
4.) Experiment with social features
With social media constantly evolving it’s important to stay on top of the trends on social media. An example to illustrate this point would be the social share buttons near the bottom of the page? Do they serve a purpose? The thinking that individuals will share on social about their purchases or your brand is not often correct.
Marketers usually ruin everything without intending to do so. What once may have worked may slowly stop working, it’s a long game of continuous cat and mouse. The presence of social share buttons can clutter and bring distrust with your audience due to it altering the general appearance of your website to appear more spam-like.
5.) Figure out whether a social media channel is right for you?
Not all social media channels are created equal some work more effectively than others for different industries. LinkedIn is more for business to business selling, whereas Facebook and Instagram are more for selling direct to the consumer. Think, are you really required to be there, is it essential?
It’s better to do one social media channel well as compared to doing many in a mediocre fashion. We have a finite amount of resources to engage in tasks, how can these limited resources be optimised to produce more bang for your buck? You should be on more than one but you don’t have to be on all of the social media channels to make a mark. Quality is often better than Quantity.
To conclude, you should always be testing as a digital marketer, for what may have worked yesterday may not work tomorrow. It’s essential that you follow the market and the laws of supply and demand. Adding images to capture the attention of the audience, reducing friction and continuous experimentation and improvement continue to be the names of the game.