Marketing Ecosystem Part 12: Testing

Testing Marketing Ideas: The Key to Evolution

Now for the fun part—testing. You’ve built the foundation, implemented the obvious solutions, and set the core strategies in motion. But here’s the secret to taking your marketing to the next level: never stop experimenting. Testing isn’t just a way to validate ideas; it’s how you evolve, innovate, and, ultimately, perfect your process.

The beauty of testing is that it’s low-risk, high-reward. You’re not throwing away your existing strategy—you’re enhancing it. By dedicating a small portion of your budget to testing, you can uncover new opportunities, refine what’s working, and eliminate what’s not. The goal? To turn good into great.

In this blog, we’ll break down how to test marketing ideas effectively, what to look for, and how to use data to guide your decisions. Ready? Let’s dive in.

Why Testing Is Essential

Testing isn’t just a nice-to-have; it’s the engine of growth. Here’s why:

1. It Reduces Risk:
   • By testing new ideas on a small scale, you minimize the risk of wasting your full budget on something unproven.
2. It Validates Ideas:
   • Stat: 70% of marketing experiments fail, but those that succeed often lead to breakthroughs. (Eppo)
   • Testing ensures you’re making data-driven decisions instead of relying on gut feelings.
3. It Fuels Continuous Improvement:
   • Marketing isn’t static. Testing allows you to adapt to changing trends, behaviors, and market conditions.

How to Test Marketing Ideas

Testing is both an art and a science. Follow these steps to test effectively:

‍

1. Start Small

Never go all-in on an untested idea. Allocate a small portion of your budget—around 10%—to trial campaigns.

• Example: If your monthly ad spend is $5,000, allocate $500 to test a new ad format, platform, or message.

2. Compare Against a Baseline

Testing isn’t meaningful without something to measure against. Use your current strategy as the baseline.

• Tip: Use dashboards to track performance metrics side-by-side. Ensure both campaigns have equal spend and are targeting similar audiences.
• Stat: A/B testing improves conversion rates by an average of 12%. (Invesp)

3. Give It Time

Every campaign needs time to show real results. Rushing to conclusions too soon can lead to bad decisions.

• Tip: Run tests for at least two weeks, or until you’ve gathered statistically significant data.
• Example: If you’re testing Facebook ads, give the algorithm enough time to optimize for the audience.

4. Test One Variable at a Time

The key to effective testing is isolating variables. If you test too many changes at once, you won’t know which one caused the results.

• What to Test:
  • Ad creatives (images, videos, or copy).
  • Targeting options (age, interests, or behaviors).
  • Channels (Google Ads vs. Facebook Ads).
  • Budget allocation.
• Stat: A single optimized element can increase campaign performance by 25%. (Mynt)

5. Use Data to Prove or Disprove

Testing isn’t about proving yourself right—it’s about finding the truth.

• Tip: If someone has a bold idea you’re skeptical of, test it. Either they’ll be right (and you’ll learn something new), or the data will prove you were right without derailing the strategy.

Tools to Simplify Testing

You don’t have to manage testing manually. These tools can make your experiments seamless and data-driven:

‍

1. Google Optimize:
   • A free tool for A/B testing on your website.
   • Use Case: Test different landing page designs or CTAs.
2. Facebook Ads Manager:
   • Allows you to split test ads, audiences, and placements.
   • Use Case: Compare two ad creatives targeting the same audience.
3. Hotjar:
   • Tracks user behavior on your site through heatmaps and session recordings.
   • Use Case: Test changes to page layout or navigation.
4. Google Data Studio:
   • Creates dashboards to visualize and compare campaign performance.
   • Use Case: Track the ROI of multiple campaigns in one place.

What to Measure During Tests

To determine whether your test is a success, track these key metrics:

‍

1. Click-Through Rate (CTR):
   • Measures how often users click on your ad or content.
2. Conversion Rate:
   • Tracks how many users complete the desired action (e.g., purchase, sign-up).
3. Cost Per Acquisition (CPA):
   • Calculates how much it costs to acquire one new customer.
4. Return on Ad Spend (ROAS):
   • Measures the revenue generated for every dollar spent on advertising.
5. Engagement Metrics:
   • For social media, monitor likes, shares, comments, and reach.

Examples of Successful Testing

‍

1. Experimenting with Creative Formats

• A beauty brand tested static images vs. short videos for Facebook ads. The videos had a 3x higher CTR, proving that dynamic content resonated more with their audience.

2. Testing New Platforms

• A local restaurant tested Google Ads alongside their usual Facebook ads. While Facebook drove more impressions, Google Ads generated 40% more reservations, leading them to split their budget between the two.

3. Refining Targeting

• An e-commerce store tested broad targeting vs. lookalike audiences. Lookalike audiences had a CPA that was 20% lower, validating their effectiveness.

Final Thoughts: Always Be Testing

Testing isn’t just a strategy—it’s a mindset. It’s about staying curious, being open to new ideas, and letting the data guide your decisions. With every experiment, you learn something valuable, whether it’s what works, what doesn’t, or how to do it better next time.

‍

'Your Next Step:

Choose one idea to test this week. It could be a new ad creative, a different audience segment, or even a new platform. Set up your dashboard, allocate a small budget, and track the results.

Because the best marketing strategies aren’t built overnight—they’re tested, refined, and perfected over time.

‍

Congratulations—you’ve made it through the entire blog series! From building a strong foundation to turning customers into advocates, you now have all the tools to create a thriving marketing ecosystem. But this isn’t the end—it’s just the beginning. Stay tuned, because we’re already working on our next series, packed with even more actionable insights to help you scale your success. Don’t miss what’s coming next! Subscribe now to stay updated and be entered for a chance to win a free copy of the Black Wave Book! Your journey to mastering marketing continues here

‍