If you’re a marketer, you know that testing is of the utmost importance. If you’re an online marketer, you know that not only is testing important, but it is easier, and can be done quicker than offline testing. There are several different types of internet marketing tactics that you can use, and explaining how internet marketing works overall would take more than one blog post. Rather than overwhelm you, we want to tell you about the top 5 internet marketing strategies that most companies use and find effective for lead generation and conversions. Our goal is to educate you without making you feel like you’re drinking water from a fire hose.
Email marketing is probably the most tested internet marketing strategy. Why? It’s quick to make changes for A/B testing, and most email marketing companies have extensive metric tools to assist you with determining just what isn’t working and what is.
THINGS TO TEST
- SUBJECT LINE – Subject lines are extremely important. They constitute whether or not your email gets opened. Remember, you’re an outsider in your audience’s inbox. Personal emails always get opened, but business emails or newsletters only get opened when you compel someone enough to do so. Therefore, you should always be testing how different subject lines work for you. Come up with two different variations of a subject line and do A/B testing on a small portion of your database. Which subject line got more “opens”? Use that subject line when you send out the mass email blast to the rest of your database.
- MESSAGE – Split test a message. See what works for your audience. Does your audience respond better to an anecdotal email or a newsletter format?
- TARGETING – Are you sending out emails based on gender, age, income, etc. targeting? Each audience will respond differently to your emails. It’s worth while to see if the theory holds true. Segmenting your email list can be one of your most powerful and offensive moves.
- OFFERS – This ties in with targeting. Perhaps men in the 35-45 year old range respond better to your free consultation offers than any other sex/age combination. Vary up your offers based on your audiences and see if it makes sense to segment your list permanently, with a template for each email offer that will go out to each segment.
- FORMATTING – It’s funny, but looks do matter. Research has found that something as simple as turning the color in your header graphic from red to blue can result in a dramatic increase in conversions/opens. Play around with your layout and text formatting. Do an A/B test to see which format/layout gets more opens and click-through rates. Then, use that template path forward. Remember, though, that opinions and aesthetics change over time, so continue to fine tune your layout and formatting over time.
METRICS TO WATCH: Open Rate, Click-Through Rate, Email Opt-Ins, Conversion Rate
SEARCH ENGINE OPTIMIZATION (SEO)
Search Engine Optimization (SEO) is relatively easy to test, but you’ll probably want to install some some of website tracking software to ensure you’re getting the data you need to do so. Google Analytics is a great, and free, tracking software that gives very accurate data in regards to your website. You should continually be checking where you land on the SERP (search engine results page) for keywords or key phrases you want to appear on. If you’re not where you want to be, work on your SEO efforts to raise that listing up.
THINGS TO TEST
- KEYWORDS – Again, look at where you land on the SERP for your desired keywords and key phrases. If it’s not where you want to be, try adjusting the content on your website to include those keywords and relevant content to those keywords. Then, look at your tracking software (i.e. Google Analytics) and look at what keywords or key phrases people are searching when they stumble on your website. If a lot of the keywords are unrelated to your business, try to figure out why that’s happening. Examine your content. Search for keywords or key phrases that people are using that are relevant, and that you have not already thought of. Begin incorporating those keywords in your website.
- GEOTARGETING – If your business is a local business, try adding geographical areas to your desired keywords or key phrases. For example, rather than using a keyword like “dog grooming”, try using the phrase “dog grooming anaheim” to see if you get more traffic.
METRICS TO WATCH: SERP listing location for keywords, Organic Traffic based on keywords, Organic Traffic Leads
Because this topic is something that is extensive, we’ll continue this series on next week’s blog post. Look for more information next week on Social Media, Landing Pages/Websites, and Blogging.