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When in Doubt, Optimize Your Marketing

by Toby Tabaczynski

published on 2018-02-09 10:09:00

If you’re not testing, you’re guessing.

The easiest way to identify areas for improvements or changes to an advertising campaign is to optimize through testing.

Sometimes in marketing, you end up feeling stuck. Your marketing campaigns have stagnated, and it’s not clear why.

The easiest way to identify areas for improvements or changes to an advertising campaign is to optimize through testing.

Choose a specific factor and determine if you can implement a few tests to see which creative version performs better. Creative is usually a good place to start.
  • A/B Test different creative with your entire audience and see which creative performs best. 
  • Or A/B Test different creative or tailored messages to specific audience segments. 
Creative testing doesn’t have to mean designing entirely new ads and campaign assets. Consider adjusting only one of the following: headline, call to action wording or image background. See which performs better, and then apply that to test which audience segment is more responsive.

You want to apply learnings in a virtuous cycle of continuous optimization, so you can effectively move key metrics and maximize your marketing ROI.
Remember, “If you’re not testing, you’re guessing.”

Michigan.com Can Help

We combine the resources and reach of a national network, with the heart and soul of a local partner, including a local optimization team. Contact us today to get the conversation started.