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Testing Advertising and Your Wallet

No matter if you are testing advertising via new media or testing the effectiveness of advertising concepts, testing your advertising and marketing is very important if you intend to increase profits and return on investment.

Testing is one of the toughest topics to discuss with business owners, especially when it comes to advertising. I personally enjoy it because it’s the one area that really opened my eyes years ago and lifted the curtain so I could see behind the scenes.

Which saved us money that was being flushed down the drain by ads that didn’t produce and drive traffic to our phones, email and front door.

You see, I just got plain sick and tired of paying all these companies for advertising, yet we didn’t really know what worked and what didn’t. And neither did they!

With some business owners, I almost feel like I’m tawkin’ to tha wall. And Yes, that’s some real NY accent coming out. But I mean it has has been a challenge in the past, seeing small business owners who refuse to test their advertising and marketing.

I’ve been a tester since the mid 1990’s, when I first did it the old fashioned way with paper and spreadsheets and to some extent I still use a spreadsheet for data tracking.

What does all this mean for you, my loyal reader?

About a month ago I joined a very small group of marketers in a Testing Lab that was very intense, advanced and fast paced. No joke – it was a four week whirlwind.

As we worked though and dug into the material, one of the presenters said that 95% or more of online marketers don’t test. Now this doesn’t come as a surprise. I mean look at the off line world and small businesses that advertise both on and offline. How many do you think test, split test and survey? Not that many has been my personal experience in the last 25 plus years.

So why should the online marketer test, track and survey?

I’ve been into testing for a long time. And here’s the bottom line….If you aren’t testing then you are missing out and are most likely still playing the guessing game.

Why Guess when you can Test? 

In the ‘ole days’ we had to test the old fashioned way; with physical surveys, special phone numbers, traditional email and spreadsheets. It was a lot of work, but well worth the effort and the time it took to accumulate the data.

For our small business this meant really seeing what was working and what was not. It was an eye opening experience that made me realize how important testing and surveying can be to a small enterprise.

So let me ask you a few questions:

Do you really want to spend money on advertising? Or do you want to attract new leads and convert them into clients? And put more money in your bank account?

After all, it is your money we are talking about here, not just testing.

Are you asking the tough questions – Why is this ad working? Why is that ad not working?
If not, then you should be. It’s your business. Your wallet and your future.

The only way to know is to test and test you must, if you desire to get the best results – meaning opens, click through rates, conversions to sale, subscriptions or some kind of action.

So do you really want to take your business to the next level? Do ya? Or are you just comfortable enough to say – I’m doin’ ok Dave – this testing sounds like a lot of work.

If you are ready to make the change, then start testing today, now, pronto, ASAP! And if you need some guidance, contact The SmallBiz Mechanic, he might be able to shine some light on the subject.

Test to Success,

Dave Krygier