Experiment Now to Improve Your Small Business Marketing
Updated: Jul 18, 2022
No matter what time of year it is, you can continue your annual plan to improve your small business marketing by looking for ways to experiment. New technologies, services and strategies are popping up every day and now is the perfect time to do a little research and dip your toe into new pools. Asking a junior member of your team to do some research and manage the experiment not only frees your time but also improves their professional development and skills. So let’s look at some ways you can experiment with your marketing this month.
Like any good experiment, you must start with a hypothesis. So look at your marketing and identify something you want to improve or a trend you see. Then, create a hypothesis around how you can improve your small business marketing and design an experiment so you can get the best outcome for your business.
Experiment with Personas
Personas can be extremely powerful and effective ways to market to your audience. More than segments, personas group your audience by behaviors and allow you to speak their language, on the channels they use, offering the value they need from your product or service. Putting together a plan can be simple, but be sure you inform your marketing and sale teams what you’re experimenting with and why, so you can remain consistent outside of the experiment.
Experiment with Your Website
You’re likely always experimenting with your website but something you might have overlooked is reducing 404 errors. Look at your analytics to see how people arrived to the page and test a few strategies designed to reduce this error and improve your bounce rates. Now might also be a good time to experiment with new landing pages or improve them to help improve SEO.
Experiment with New Email Marketing Strategies
If you’re not sure where to begin, ask your email marketing team to devise a few hypotheses on how to improve your small business marketing to test this month. Think of something like sending a 15% discount will increase sales by 25%. Or consider experimenting with new trigger campaigns like, sending an email about your new Shiraz to people who purchased a dark chocolate sorbet in the last two weeks will increase sales of both by 50%.
Experiment with Better Store Signage
If you have a brick-and-mortar store, signage can be an effective way to pull in traffic from the street. This month, look for ways to use store signage more effectively. You may want to experiment with something like, using QR codes on signage facing street traffic will improve online sales by 5%. Or look for ways to experiment with color theory like, printing prices in blue will improve sales by 10%.
Experiment With What You’ve Learned
Last month we suggested you look for ways to go to summer school and learn new marketing skills. Put this newly acquired knowledge to work by devising your own marketing experiments and become your own subject matter expert.
While you’re likely always experimenting with your marketing, take the time this month to answer some questions that can lead to better performance and improve the return on your marketing.