Being bold and asking customers what they think
It’s a dangerous game when as a business we start to assume that we know what our customers are thinking without actually asking them. Rather than basing assumptions on fact, many organisations rely on instinct and fall into the trap of thinking they know everything their client likes because they service their needs every day. However, without asking them and testing your theories can you really know what drives your customers?
Gaining a real understanding can have so many benefits and not just in a business environment. For example, in the USA during Barack Obama’s presidential campaign almost a decade ago his team carried out simple A/B testing to gain a deep understanding of what people were thinking and then tailored their campaign messages accordingly. Doing so raised them an extra $60million in support!
Now, while we can’t promise a multi-million pound return it’s clear that testing your marketing materials and brand messaging can help you understand your audience’s appetite for your service or product. This saves you money in the long-run by allowing you to make amendments at an early stage. However, to get the very best results you need to test all parts of your campaign, not just one point, to make sure you’re gaining the insight that you need.
How to test
To gain some really valuable insight from your target audience here at Honest we suggest five key things that you need to do. They are:
1. Set clear objectives and measure one thing at a time
You may have many different things you want to find out from your audience and most won’t match up with each other. To get focused, actionable insight on each part the best thing to do is to address one issue at a time. While this might take longer to do, you’ll find the results you get are much clearer.
2. Make no assumptions
The main thing about testing is to see if what you think is correct – but to do so effectively you need to put aside your own assumptions. Remember, everything about your brand will be influencing your customers so make sure you test it all – on your website things like the headline, image, body copy and landing pages should all be examined. If you want fast results then start your testing on platforms such as Facebook and Twitter where you will get some immediate feedback to inform the rest of your campaign.
3. Test your audience itself
Try changing your audience profile and test the people who you don’t actually believe are your audience. Doing so can have a significant effect on your results and allow you to view things from a different perspective. It may even give you some insights you wouldn’t have seen otherwise and potentially open up your business to a whole new audience.
4.Test your learnings in new channels
Once you have established what your strongest creative is with each audience, we recommend that you then start to test these findings in different ways. For example, if you’ve got your learnings from social media you can then A/B test to corroborate the findings.
A thorough testing process will mean that when it comes to campaign roll-out you will feel more confident that your audience will engage with your communication. Learnings can also inform future campaigns as well, although we always suggest that you do a testing process each time. New competitors enter the market and with that products and services change in appeal. The only way to really be sure is to test, test and test again to make sure your communication is always relevant and the most engaging it can be.
The result of testing
Testing doesn’t have to take months to complete, and it will save you time in the long-run. You’ll come away with a much better understanding of what engages your audience and a clear idea of how you need to communicate with them effectively.
That confidence that you will then have when rolling out your campaign means that you can consider other marketing channels such as outdoor media which you might have shied away from before wondering if your campaign would work. After testing you’ll know you are presenting the best campaign.
How Honest can help you
At Honest we are brand experts who will help you to develop campaigns which work. We are passionate about ensuring that what we deliver is effective and so can help you to undertake a really rigorous testing process. Get in touch with us today to find out more.