The Power of A/B Testing: The Difference Small Changes Can Make for Your Marketing

Marketing is a decision-based world. At any given moment, you’ve got a variety of options floating in front of you. Which of those two headlines should you use in your next e-mail? Which of those three font choices looks the best on your print flyer? Which of the three graphics will ultimately reflect your brand in the best way? If you’re wondering how small changes will affect the greater success of your marketing campaign in the eyes of your users, why don’t you just ask them? That, in a nutshell, is what A/B testing is all about. What Is A/B Testing? Sometimes referred to as split testing, A/B testing involves comparing two or more versions of something to see which one is more effective. In marketing terms, it’s easy to see the value of this approach almost immediately. Do you have two similar, yet different, versions of an e-mail subject line and are wondering which one might be the most effective? Get an e-mail list of 100 of your average customers together and try both at the same time. Send one version to a group of fifty customers and the second version to the other fifty. See which one performed better (and why) before making the decision of which one to use for your whole campaign. A/B Testing Statistics Don’t just take our word for it – there is a wide range of statistics that prove just how valuable A/B testing can be. According to a study conducted by Steelhouse, A/B testing is THE most used method for improving conversion rates in marketing campaigns. It isn’t just marketing companies that are getting in on the action, either. During his re-election campaign, President Obama was able to raise an additional $60 million dollars through a carefully designed, calculated A/B testing regimen. The important thing to understand is that you can (and should) use an A/B test on every portion of your campaign before you bring it in front of the eyes of the widest possible audience. Take your website, for example. As the “welcome mat” of your virtual identity, A/B testing your website is the perfect way to see which of those two designs you’re thinking of is better. This is incredibly common – in fact, Pardot research revealed that Google ran more than 7,000 A/B tests on its own interface in 2011 alone. But again: it doesn’t actually matter what you’re A/B testing, just that you are. In print marketing, this concept can be just as effective. The key is that you’re not taking anything for granted. You’re getting your collateral in front of the eyes of real people, seeing how they respond, and then using that as the basis of actionable decisions that you make moving forward. In the world of marketing, it’s important to remember the old saying of “you can only make one first impression, so you’d better be sure that you’re making a good one.” Launching a campaign before it’s ready means you can potentially shoot yourself in the foot before you’ve even had a chance to begin. Investing in A/B testing is one way to avoid exactly that type of problem for now and for all time.

Content Marketing Is More Powerful Than Ever

At its core, content marketing is the idea that by creating and distributing high-quality content that is relevant to your products, your services or your brand, you can more easily attract and even retain people who are interested in what you’re selling. If you sell stereo equipment and write a quality blog post about what to look for in a new home theater, you’re more likely to attract new customers by combining that blog with the sales flyer you sent them in the mail. Put Information in a Format That People Want To Embrace When people think of content marketing, they usually think of text. While this is true, it’s important not to neglect the visual element. Case in point: pairing your marketing message up with the right visual image can increase the amount of information a reader will retain dramatically. According to one study, people are only 10% likely to remember information they hear 72 hours after they hear it. If that same information is conveyed in a piece of effective, content marketing with a relevant, attention-grabbing image, that number increases to an incredible 65%! Color Really Does Mean a Lot Continuing a discussion about the more visual side of content marketing, one of the most important elements that prove these types of marketing collateral can be more effective than ever all comes down to a single word: color. Another study found that if you’re able to include colored visuals in your content marketing (or any marketing for that matter), you instantly increase someone’s willingness to read and experience that content by an astounding 80%. People Love Learning Consider the fact that content marketing can be a lot more than just “marketing” – it can be an educational tool, as well. Take infographics, for example – especially since the advent of social media, infographics with rich, striking visuals have quickly proven to be powerful ways to get your message across. In fact, according to one recent study, an infographic is likely to be shared three TIMES more than any other piece of content on social media. When combined with print marketing, you can help establish your brand as an authority in your field to a much larger audience than imagined. Content Marketing Creates a Higher Return on Investment If you needed additional reasons to believe that content marketing is stronger than ever, look no further than one of the most important indicators: ROI. Studies have shown that not only does content marketing cost roughly 60% less than traditional outbound marketing like digital ads, but it can also potentially generate THREE TIMES as many leads! Stats like these go a long way towards proving that content marketing is an excellent way to take your marketing message and present it to your target audience in a way that they’re more than ready to receive. With the right piece of properly designed collateral, you accomplish everything from increasing awareness of your brand to establishing yourself as the real authority you are….. and everything in between. When you consider that 200 million people now use ad blockers as they browse the internet, high-quality, properly designed content is about to become even more important as time goes on.

How to Court the Younger Generation: Creating the Future of Your Business by Marketing to Millennials Today

In the world of marketing, there’s a natural instinct to go after certain segments of the population when marketing because those are the ones that spend the most money. That may be good for short-term gains, but any business worth its salt will always be thinking about the future. And regardless of the industry, the future can be summed up in one beautiful little word: millennials. Commonly defined as anyone between the ages of 18 and 34, or those born in 1982 and up, millennials outnumber baby boomers by roughly a half a million people. They’re the largest generation in the country right now and, make no mistake, the one that the very future of your business will be based on. If you want to court the younger generation and create a solid future for your business, you’ll need to keep a few key things in mind. Treat Them as Equals No consumers like to be talked down to or told what to do – but this is especially true with the younger generation. Millennials can absolutely sense “marketing speak,” so don’t think that is going to buy you a whole new generation of customers, either. According to one study conducted by Kissmetrics, 89% of millennial buyers trust recommendations from friends and family members MORE than any claim that a brand could make. Use the same tactics that you’ve been using to win over older generations, but reconfigured for a younger audience. You should still be putting helpful, relevant content that appeals to the people you’re trying to attract out into the world, but keep in mind that what is relevant to a 20-year-old isn’t necessarily the same thing that’s relevant to a 65-year-old. Buyer personas are going to be hugely valuable in this regard to help guarantee your eye is always “on the prize.” You’re a Combination Marketer Now Whether You Like It Or Not Marketing to specific groups of people has always required putting your efforts to where those people actually are, and millennials are no different. Millennials are nostalgic about direct mail and appreciate personalized invitations and advertising they can hold. Likewise, according to a study conducted by Nielsen, more than 85% of millennials own a smartphone. That means your digital marketing needs to marry with your print marketing for the best way to meet your audience where they’re at. When used together, print and digital marketing successfully target that coveted younger generation. Think digital with a smartphone-based loyalty rewards program, and connect that program to your direct mail campaign. Social media is another obvious example. Tie your social media efforts with posters, envelopes, and more to create the best of both worlds. At the end of the day, it’s important to remember that no business – regardless of what it is – is time-proof. If you focus all of your efforts on one particular age range or demographic, you run the risk of accidentally making yourself irrelevant when that group invariably ages out of the product or service you’re offering.

Sometimes Fresh Eyes Brings a Memorable Camel

We often say that children look at the world through fresh eyes. Spending time with a child can give you a new perspective on life and how you view the world. While experience is an excellent teacher, fresh eyes can see the tried and true in a way that you may not have considered before. How can you adapt the fresh eyes concept into your business? Marketing is successful when it gets prospects and customers to sit up and take notice of your service, brand or product. Some of the best commercials are the ones that make us laugh, cry, or even cringe. The problem is that sometimes marketers rely too much on old ideas and the view of experienced sellers and managers instead of looking for fresh eyes on a campaign. A great marketing campaign gives the audience an emotional connection with the company. Emotions give advertising a memory hook; they get remembered. Hump Day Remember the “Hump Day” camel commercials that were on TV about a year ago? Do you remember who they were advertising? If you don’t remember, they were advertising GEICO. GEICO specializes in goofy, funny commercials that are easy to remember due to their tone. Insurance is essentially a tedious business, so getting you to remember advertisements and brand names associated with them takes a memory hook. For GEICO, the gecko is one hook that most Americans can recognize and associate with the company. However, if they overused that hook, audiences would get tired of him. Instead, they come up with quirky commercials and throw in a camel to keep you focused and interested in their brand. Seeing Your Company with Fresh Eyes Since you cannot see your own company through fresh eyes, it takes some testing to find out how new people respond to your campaigns. Your assumptions about who is interested in your products and why they are interested may be out of date. Periodic testing of your ideas is crucial to keeping your current customers and finding new ones. Before you run your marketing campaign, test your assumptions on real people to see how they respond. Real people are the target market you are shooting for, therefore if your tests tell you that you won’t get the results you want, you can save yourself a lot of money. Keep tweaking and testing your campaign with real people until you find the right message, image, and concept that will get the response you want. What made the “Hump Day” commercials so funny? They were silly, harmless, and could never happen in the real world. Find a Way to Shock Your Audience Shock your audience with unexpected humor, meaning, or entertainment when you market. Find something that will resonate with them and use it to grab their attention. Obviously, any type of shock will only work for so long because it loses its effect after a time. When was the last time you saw a “Hump Day” commercial, anyway?

Why It’s Time To Start Paying Attention To Instagram

When it comes to social media marketing, there are a lot of people who will tell you that there are only two names that you have to concern yourself with: Facebook and Twitter. While the power of these two services as marketing channels is undeniably important, to say that you should ONLY focus on these two platforms is making a grave mistake – particularly concerning where we’re headed.

Case in point: Instagram may not have as many unique users as Facebook or Twitter, but the impressive growth it has shown in a relatively short period of time proves that it is more than worth your effort.

The Importance of Instagram: By the Numbers

Over the last five years alone, Instagram has quickly proven its worth against its larger brethren. Though the social networking site only had 90 million users in its earliest days, that number has since risen to 300 million monthly active users as of 2016.

What’s more than that, Instagram’s user base is incredibly engaged. Not only are these users responsible for sharing over 30 billion (that’s “billion,” with a “B”) photos to date, but more than 70 million photos are being shared every day.

That statistic alone makes Instagram the third most engaged social networking site on planet Earth today. In terms of using social media for effective marketing, “engagement” is pretty much the name of the game.

Instagram is also hugely beneficial for companies that want to increase brand awareness on a global scale. Studies estimate that as of right now, a full 70% of all Instagram users are located OUTSIDE of the United States. To top it off, there will be about 111.6 million American Instagram users by 2019. This means that not only will it allow you to reach a wider audience than ever before, but it will also still allow you to reach those ever-important local markets, too.

Perhaps the most impressive statistic to concern yourself with, though, has more to do with exactly who Instagram allows you to reach. As of 2016, Instagram is used by more Americans between the ages of 12 and 24 years old than any other social network, including Facebook and Twitter. So not only can you reach a larger audience, but you’re also reaching a younger one – particularly important for creating a loyal army of customers now who will be ready and willing to follow you for years to come.

The Bigger Picture

Statistics like these underline a few different things, all of which are crucial in terms of social media marketing. For starters, always be wary of someone who tells you that you only have to focus your efforts in one direction. “Never put all your eggs in one basket” is a mantra that very much applies in terms of social networking, especially because most businesses use at least two social networks every day, often more.

However, the real takeaway from this is that you should always be looking for the next big thing in terms of how and where you’re communicating with your audience. Imagine the results you would see today if you were able to get in on the Facebook revolution from the ground floor. Well, a similar opportunity is currently presenting itself to businesses everywhere in the form of Instagram. Ignoring it now means leaving a lot of money on the table later on.


Don’t Make the Internet Angry: Important Considerations About Using Social Media as a Marketing Platform

As a sheer marketing platform, social media brings with it a host of advantages that can’t be ignored. According to one recent study, there will be 2.5 billion unique users worldwide on social media networks by as soon as 2018. Right now, social media sites like Twitter and Facebook have the potential to effortlessly connect you with approximately 70% of the United States population.

However, social media also presents some challenges, too – particularly if you insist on taking the “tried but true” marketing techniques of yesteryear and trying to cram them into a social media-shaped box. If you want to unlock the real potential that only social media can provide, you’ll need to keep a few key things in mind.

Different Users Are Looking for Different Things

One of the most important things to understand about social media networks is that they aren’t all created equally. Someone who uses Facebook isn’t looking for the same TYPE of message that someone who uses Twitter is. The same goes for LinkedIn, Pinterest and more. While they’re all “social networks” in the strictest sense of the definition, they all have their unique strengths.

Twitter users are looking for shorter, bite-sized bits of information while Facebook users prefer longer, more thoughtful posts. A piece of marketing collateral that you designed for Facebook won’t necessarily play well to Twitter’s audience, and vice versa. You have to understand the channel you’re using, play to its strengths, and adapt across the board. Even if you’re presenting the same message on each network, you have to make sure that the delivery mechanism is optimized for the platform you’re working with at the time.

Think Young

One of the most mission critical things to understand as you move forward with social media is the fact that 90% of young adults today (defined as people between the ages of 18 and 29) are social media users. Not only that, but a third of them say that social media is one of their preferred methods for communicating with businesses in general.

In essence, this means that if you want to create the type of loyal following that will carry your business far NOW, you have to start playing to their habits on social media today. These younger users will continue to age, and if you can hook them young via social media, you’ve likely hooked them forever.

Social Media Demands Honesty

Finally, one of the most important considerations about using social media as a marketing platform has to do with what happens if things go wrong. Because of the intimate, constant connection that social media generates, anything less than honesty is not welcome. If customers have a concern, address it. If a legitimate problem arises, do what you can to make it right. If something bad happens with your company – be it a negative run-in with a customer to a full-fledged PR disaster – don’t just try to sweep it under the rug and pretend like it never happened.

Gabe Newell, a former Microsoft employee and founder of Valve Corporation, said it best when he said “One of the things we learned pretty early on is ‘Don’t ever, ever try to lie to the internet –
because they will catch you. They will deconstruct your spin. They will remember everything you ever say for eternity.”

In essence, this means that while social media can bring a lot of positive attributes to your company regarding the sheer marketing power it offers, it is also a slippery slope. If you want to use social media to develop meaningful, lasting relationships with your target audience, you can’t assume this is a given. You have to earn it, and you can never take it for granted.

The Powerful Influence Of Coffee

Does it ever seem as if you can’t move another step forward without your favorite drink in hand? Coffee fuels many a creative mind in any industry. Whether you are an early morning coffee drinker or need a cup mid-afternoon to reboot your sluggish mind, coffee culture does pair with many of the best developments in business. You might even be the person who has to have a cup of coffee in hand all day long. Here are some coffee thoughts to help you jumpstart your day or keep it going into the wee hours of the morning when you are cramming for a deadline.

Quotes about Coffee

“I believe humans get a lot done, not because we’re smart, but because we have thumbs so we can make coffee.” – Flash Rosenberg

“Actually, this seems to be the basic need of the human heart in nearly every great crisis — a good hot cup of coffee.” — Alexander King

“Without my morning coffee, I’m just like a dried up piece of roast goat.” – Johann Sebastian Bach

“I never laugh until I’ve had my coffee.” – Clark Gable

“As soon as coffee is in your stomach, there is a general commotion. Ideas begin to move, similes arise, the paper is covered. Coffee is your ally and writing ceases to be a struggle.” – Honore de Balzac

“I don’t really like coffee, she said, but I don’t really like it when my head hits my desk when I fall asleep either.” – Brian Andreas

“Come on, don’t you ever stop and smell the coffee?” – Justina Chen, North of Beautiful

Coffee Influence in Our Culture and Lives

Have you ever sat down and thought about how much coffee has infiltrated our culture and daily lives? Coffee is present at every meeting, event, gathering or celebration. It is a staple in good times and bad and helps stimulate conversation, ease communication, and calm people in the face of the unknown. It is so embedded in our lives that we often take having coffee on hand for granted. Would you ever have a work meeting without coffee for visitors? And don’t you offer every visitor coffee when they arrive?

There is an excellent article on the Scientific American blog (, “The Culture of Coffee Drinkers,” that discusses the influence of coffee throughout history and in modern times. With the proliferation of Starbucks coffee shops throughout major cities, coffee shops have become meeting places for entrepreneurs, writers, company reps and corporate CEOs who want to meet away from the office. Gourmet coffees have become commonplace.

Using Coffee to Improve Customer and Employee Relationships

It may seem like a “no-brainer,” but coffee can be used as a tool to connect with both employees and customers in your shop or office, and it doesn’t cost much for you to do so. Whether you send your assistant on a coffee run, or have a Keurig in your office for each person to make their own cup, sharing a “cup of joe” will help facilitate discussions about difficult jobs, employee discipline, and new contracts.