Speaking to Colby Flood, founder of BrighterClick and experienced marketing director we realized that there’s more to marketing than making tons of profits. In this monologue, Flood guides us on all there is to know about testing with purpose, and how it impacts your marketing campaigns.
Two things matter in marketing:
To fully comprehend the success of any marketing story, good results aren’t the only thing that matters but also how to quantify these results.
This is where testing with purpose comes into play in every marketing campaign.
When creating marketing strategies, it is crucial to pay attention to quantifying the purpose behind each campaign to gather enough data that allows you to recreate your results when need be.
What testing with purpose looks like is segmenting your marketing campaign into different sections:
- Messaging (the purpose behind each message)
- Creative types
- Copy structure and
- Landing Pages
You want to ensure that each section comes with its own categories and purposes.
For the first part, you need to focus on creating your audience. They’re at the receiving end of what you put out, and your goal is to appeal to them.
To gather enough data, you want multiple sources for your audiences and group them into different categories, especially with the ios14 update.
Before now, all you simply had to do was take a 1% look-alike for a particular function like add to cart and run that in ad sense, but the problem with this is that so much data was lost with these larger audiences.
Now what audiences look like, especially on the Facebook and Instagram platforms, is smaller units of high value, low value, and look-alike audiences.
A clear example of what this would look like when creating a high-value audience category for an e-commerce campaign is to group 1% :
- Add to cart
- Checkout initiated
- Two-time purchaser
- Customers in your loyalty campaign
- And top 25% of website visitors.
Grouping this 1% forms the high-value audience for your campaign.
For a low-value audience, group the 1% sourced from:
- Facebook ad engagers
- Instagram ad engagers
- Website visitors
- Email list no purchase into an ad set.
Now you have two categories: high-value and low-value.
You could also create more sub-categories like persona style, which focuses on their specific interests, what type of things they read, and lifestyle-based interest groups.
Moving on to creating multiple audiences, using a Facebook audience simplifies this process greatly. So with this, you can now determine the purpose behind each audience group.
What you’re looking for with these categories is looking for the type of audience that performs best, so think interactions, purchases, and returns.
With messages, you want to have themes or structures behind each message.
When it comes to messaging, the conversation here isn’t about what your copy looks like but its purpose, the message that resonates with the audience the most, pushing them to look at your product.
An essential detail regarding messaging is the theme, the most popular being financial savings, product quality, and founder content.
For instance, telling customers that products are made in the same country as they are and sharing your founder story with them often pushes them to engage with your brand.
People want to connect with people.
While slightly similar to your founder story, your brand mission is your CAUSE. Your cause is also something you have in common with your audience, especially the younger generation. And sharing this brand mission adds a humanistic persona to your brand, appealing to your audience.
‘If people believe they share values with a company, they will stay loyal to the brand.’— Howard Schultz
Product features are another popular yet successful messaging theme. You can choose to share everything about your product or specific features which the audience might resonate with better.
On my part, I recommend sharing specifics. We have noticed that sharing specific features about your product a lot of the time drives a higher click-through rate and ultimately drives better engagement.
Now, consider the final parts, creative types/copy structures, and landing pages.
This part’s pretty easy once you understand which of your marketing themes perform.
The focus now is on how to package these themes creatively in a manner that is presentable and engages the interest of your audience.
In your research for the right copies, you’ll find different structures. But some proven ones we use at Brighterclick include 15 words or less, listicles, mid form, explainer copy, and long-form copy.
To determine which would work best for you, I suggest testing them out.
Start by testing to see what theme behind your messaging performs best, and then structure that in different ways in the next test to see what works best.
In structuring copies creatively, different categories, both on Facebook, Instagram feed, and Instagram story, perform very well.
Including lifestyle product shoes; shots of people using or wearing your products as they perform well at certain levels of the funnel.
At the end of the day, what really matters is making sure there’s a purpose being every campaign and that data from these campaigns are logged and recorded. You get a two-for-one benefit, not only positive results on your campaigns, but you can also recreate these results in the future.