The Necessity of Marketing

The Harvard Business Review stresses that great innovation needs great marketing. Read on to hear from Denise Lee Yohn on the importance of marketing!

“Innovation is a top priority for almost every organization. But to achieve success through innovation, companies must put as much energy and investment into marketing new offerings as they do in generating them.

The role of marketing in some companies seems to have diminished in recent years, with the growth of artificial intelligence-driven algorithms and predictive analytics that offer up information, goods, and services to customers. The popularity of private label goods and products from companies like Brandless and others that seem to eschew marketing also seems to make the argument for less marketing, rather than more.

But marketing is and should not be executed merely through tactical functions of acquiring and retaining customers, as many companies practice it today. The search, content, and loyalty campaigns that most managers call marketing these days are common downstream tactics for generating or maintaining awareness or repeat purchase; the full, business-growing power of the marketing function comes way upstream — from creating markets. Understanding people’s fundamental needs and drivers, identifying customers, and developing the entire go-to-market and usage ecosystem are the essential aspects of marketing — and the ones that the success of innovations, especially breakthrough ones, hinge upon. Marketers need to be included in development discussions earlier in the innovation process.

Consider what has happened when a revolutionary product or service has been launched without the full power of marketing: Google Glass. These smart glasses were a stunning technological advancement — which ultimately failed. Among its missteps, Google didn’t identify the burning consumer needs that would drive Glass adoption. It needed to know the “can’t-live-without-it” use cases that would motivate people to overlook or work around the product’s early shortcomings. Plus, the product was initially sold only to “Glass Explorers,” a group comprised mainly of tech geeks and journalists who were important in the industry, but not the kinds of aspirational role models that mainstream consumers wanted to mimic. The company failed to create a robust and durable market for the product, it had to discontinue it less than two years after its launch.

Strategic, upstream marketing that is incorporated into the innovation development process can clearly define who to sell the new offering to and how to sell it in ways like this:

Identify unmet and even unknown customer needs. Oftentimes, people don’t know they need a new-to-the-world innovation — and sometimes they have been settling for a workaround or poor substitute for so long that they don’t realize an alternative is possible. Before the smartphone, for example, people thought nothing of having to wait to use their computer to access the internet and use email. The marketing disciplines of anthropologically-based research and needs-based segmentation uncover the most significant holes in people’s lives that new products can fill. So instead of making assumptions about potential customers and their needs, marketing might help identify entirely new or different customers for innovation teams to consider.

Understand the deep-seated drivers of perceptions and behavior that are relevant to a product’s appeal. A robust marketing trend analysis reveals the cultural, social, and psychological dynamics that should be addressed in the development of and communication about an innovative product. For example, the adoption of virtual reality has been much slower than technologists expected it to be for many reasons, not the least of which is the design of existing headsets. They’re big and clunky — not something mainstream users want to wear much. A greater emphasis on the marketability of VR products, instead of their capabilities and content, could focus VR innovators on improvements that would make their products more appealing.

Engage with customers through use cases and benefits instead of functionalities and features. If an innovation is truly breakthrough, people need to be educated on how to use it and why — particularly mainstream customers who are compelled less by what a product does and more by what the product helps them do. Marketing helps companies address this through 1) customer research, which tests the appeal of various use cases and often uncovers new ones; 2) insight development, which explores beyond the functional benefits of use to identify the higher-order, more valuable ones; and 3) positioning work and communications framing, which determines how best to convey those uses and benefits to customers compellingly.

Develop the entire customer experience ecosystem. Innovators usually become so wrapped up in what they’re developing that they overlook all the other elements necessary to make delivery and experience of the offering successful. Take the first e-reader to be developed, the Sony Reader. The product was a technologically-advanced product, but it failed because Sony didn’t enlist the book publishing industry as a partner to provide the content the hardware required. Sony hadn’t tapped the customer and customer experience orientation inherent in marketing to ensure the ecosystem around its product would be as well-developed and well-designed as the product itself. When Amazon later launched its Kindle device, it offered an integrated experience of hardware, software, service, and content that made it seamless for the customer to buy and use it — thus producing a successful launch.

Use a go-to-market strategy appropriate for the innovation and its customer. The lackluster performance of the Sony Reader also resulted from the company’s misguided channel strategy. Sony tried to sell the device through traditional consumer electronics stores such as big box technology retailers instead of channels that book readers naturally use. Marketers know the importance of attending to all “4 Ps”: price, place, and promotion, in addition to product.

Another example of integrated marketing and innovation is the story of the K-Cup coffee pod from Keurig. One of the K-Cup inventors, John Sylvan, was motivated to solve a common problem: the stale, bitter sludge that coffee becomes after sitting in a pot in the office breakroom all day. People had been tolerating the problem for years. But Sylvan understood that there must be a solution and, after he and Keurig co-founder Peter Dragone developed one, they convinced office managers, their wisely-chosen target market, of the possibility too.

Sylvan and Dragone also were keyed into people’s emotional connections to coffee enough to recognize that coffee preferences varied significantly by region and that local roasters had locked in loyal customers. So they enrolled regionally-known coffee roasters such as Green Mountain Coffee Roasters, Diedrich Coffee, and Tully’s to provide the coffee for the K-Cups. By appealing to different customers’ flavor preferences, they not only tapped into the broader context of coffee culture, but also increased the perceived value of coffee made a single cup at a time.

They pitched their machines to corporate accounts on the benefit of saving costs (money on the coffee itself as well as the loss of productivity of employees leaving the office to get a fresh cup from the local coffee store). Keurig developed partnerships with other players in the K-Cup product world, enrolling existing local distributors to install machines and subsequently entering into distribution deals for its K-Cups with coffee retailers Dunkin’ Donuts and Starbucks. It is also developing more eco-friendly products. These are the kinds of strategies that help get innovative products in front of the right customers at the right time.

Today’s advanced innovations such as 3D printing, bitcoin, and virtual reality have gotten some traction, but they and other revolutionary products and platforms like them need the right marketing expertise to generate the depth and breadth of market engagement they seek. Innovation alone may be enough to initiate the adoption life cycle, but marketing remains the bridge necessary to cross the chasm between early adopters to the wider group of people who will form a viable, valuable customer base.

The bigger the innovation, the bigger the risk of failure. Because marketing can reduce those risks, it matters as much as innovation — perhaps even more.”

All credit to Denise Lee Yonh of Harvard Business Review. Please find original posting here.

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Facebook Marketing in 2019

Digital marketing trends are constantly changing and evolving. What works for marketing on Facebook is no different – luckily, our friends at ClickZ put together this data-driven list of what’s working in 2019 for Facebook marketing. Take a look at this great article by Tereza Litsa!

Based on data from >105 million posts, what can we learn about how Facebook posting strategies are changing? Here’s what to expect for Facebook marketing in 2019.

How is Facebook marketing changing in 2019? Here are the latest findings on how marketers use Facebook.

A successful Facebook marketing strategy requires constant monitoring of the latest trends to ensure that you’re following Facebook’s best practices. Quintly has published a new study to help us understand how marketers use Facebook and what we can learn from their tactics.

They have decided to look at more than 105 million posts to understand how Facebook posting strategies are changing and what we can learn from them.

Here are the most interesting insights.

Link posts are still the most popular content type

If you’re wondering what type of content you should post on Facebook, you might have read from our previous posts that visual content tends to be effective on Facebook.

However, not all Pages agree, since Quintly found out that 54.9% of the posts that they’ve measured were shared links. Photos take 29.1% of the total posts and videos just 14.1%. It’s not a surprise that status posts take only 1.8% from all the posts.

These numbers don’t necessarily mean that link posts are more effective than the other content types, but they also make an easy option when you want to share an interesting article or a quick update about your Page. Since status posts are not preferred anymore, link posts make the second easiest way to publish new content. On the contrary, videos usually need more time to upload and they require more careful planning in your Facebook strategy.

graph showing distribution of post types used on Facebook

Images versus videos

Images tend to be the most popular choices for smaller Facebook Pages. They are even more popular than link posts. For Pages with up to 10k fans, images make 54% of the content, with links following at 35% of the content. It’s interesting that Pages with more than 10 million fans don’t seem to prefer images compared to videos. In fact, images take only 25% of their content, with links being at 53% and videos at 22%.

Bigger Pages seem to use videos more frequently than the rest, which probably comes to the bigger budget and resources that they have as part of their strategy.

The next obvious question is, which content type brings the highest interaction then?

graph showing post type distribution on Facebook by profile size

Analyzing the interaction for all content types

Link posts might be the most popular choice in the analyzed pages, but videos see the highest number of interactions.

  • Videos tend to have 65% more interactions than images
  • Images tend to have 105& more interactions than status updates
  • Status updates have 50% less interactions than images
  • Link posts have 72% less interactions than videos

What we can learn from these is that video content can be really engaging on Facebook. However, not all pages are able to create their own videos, especially on a frequent basis. Thus, images also make a good choice to engage with your audience.

Link posts can also make an easy way to share new content, but they still lack in the number of interactions compared to videos.

A good way to follow these interactions rates in your Page is to focus on the quality rather than the quantity. What if you share one video every week instead of three link posts? It should be a good experiment for your engagement rate and the impact it has on your Page’s performance.

graph showing interactions for post types on Facebook

What is the ideal post length?

A common question when it comes to Facebook posting is whether we should write short or longer captions in our posts. There might not be a right or wrong answer to this question, but it’s still useful to understand how Page Managers share their own content.

40.4% of the respondents use 51-150 characters in their posts. 25.3% of them use 151-300 characters. 13.5% of them pick captions of up to 50 characters. Only 12.5% of them create captions longer than 300 characters.

This means that we don’t necessarily need to create longer captions if the accompanying content is appealing on its own. For example, if you’re sharing an engaging image or video, you won’t need a large caption to convince your followers to pay attention to it. On the contrary, a link post may need a further explanation of the reasons that you’re sharing this link to your Page.

It’s useful to experiment with different post lengths in your Page so that you understand what your followers want to see from you. Sometimes even an emoji can be enough!

graph showing distribution of post lengths on Facebook

What’s the best day to publish a post?

An easy way to answer this question is to look at your Page’s insights and the most engaging days for your followers. However, it’s still useful to look at other Pages and the days that they prefer to share their own content.

According to quintly, there are 13.3% more interactions during the weekends compared to weekdays.

This could be due to:

  • Smaller competition when Page Managers tend to schedule posts during weekdays
  • People spending more time on Facebook in their free time

In both cases, it’s a good idea to experiment with different posting days and times than your usual ones.

graph showing interactions on Facebook posts -- weekdays vs weekends

Do people use Reactions?

Facebook introduced Post Reactions to help people express themselves more creatively. A “like” may still be the most popular option when people interact with content. However, the “love” reaction has also seen increased usage in 2018.

graph showing changes in Facebook reaction use throughout 2018

“Love” and “haha” seem to be the most popular choices after the like and it reminds us of the importance to create different content for different reactions.

If someone uses “haha” instead of “like”, it probably means that they enjoyed your post more than the usual ones. Thus, it’s useful to think of the emotions that your posts spark and how you can encourage more of them in the most natural way.

graph showing what reactions are used on Facebook

What’s next?

All these findings are really useful when we want to understand the changing marketing habits on Facebook. It may be challenging nowadays to survive simply with the use of the organic reach, but it’s also useful to understand how people interact with posts.

Don’t be afraid to try out different content types or posting times to improve your engagement rate.

Start noticing how each experiment affects your current metrics and repeat what’s working best for your Page.”

All credit to Tereza Litsa of GenZ. Please find original posting here.

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Duerksen Rentals Case Study

The Company

Our client Duerksen Rentals is a real estate property management company based in Corvallis, Oregon.

The Situation

Duerksen Rentals came to us with an immediate need for a marketing solution. They were seeing the highest vacancy rate ever for their properties due to the downturn in the Oregon rental market and needed to address the problem quickly.

The Solution

After assessing the situation and the client’s need, we came up with a PPC strategy for Duerksen Rentals. We created, managed, and continually re-optimized a campaign that addressed the situation at hand.

The Results

Through managing Duerksen Rentals PPC campaigns and our display ad strategy over the last three months, we were able to directly decrease their vacancy rate to the lowest they’ve had in the last several years! In January, their Google Ads campaign received nearly 25,000 impressions and received 681 clicks. We’re thrilled with the results our client is seeing from our digital marketing efforts!
Your business could benefit from a PPC strategy that caters to your individual needs and goals. Reach out to the Spot Digital team today to get started with a campaign!

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Will Legalization Bring Donald Trump and Nancy Pelosi Together?

Trump Pelosi

You don’t have to be a very astute observer of American politics to know that we live in a time of great political divisions. There are very few things that Democrats and Republicans can agree on at the national level and the government just came off of a partial shutdown, and it wouldn’t surprise many if another shutdown was on the horizon.

While a few issues, like funding infrastructure programs, get touted as potential bipartisan legislation, there is much more talk than action at this point. Could cannabis policy reforms, and even ending federal prohibition altogether, be the type of legislation that can bring together Donald Trump, Nancy Pelosi, and Mitch McConnell in 2019?

As the Cannabis Trade Federation’s Neal Levine recently told Leafly’s David Downs, who will both be speaking at the International Cannabis Business Conference in San Francisco tomorrow on February 8th, legalization may reach a tipping point this year with 10 legal states (and Washington, D.C.), 33 medical states, hundreds of thousands of jobs, billions in domestic economic impact and a strong majority of voters wanting to end prohibition, and supermajorities favoring federal noninterference and medical legalization.  Downs who kicked off his interview playing devil’s advocate, challenging Levine on why legalization is around the corner when it has taken decades to get to our current status:

Levine: We have Canada up and roaring. We have Mexico about to set up legal markets. We got countries in South America, Europe, the Middle East, and now Asia all starting to opt out of prohibition. We are ceding what should be an American industry to international competition, and there’s no reason for it, outside of bad policy.

The states are now moving at lighting speed to opt out on their own. We have now reached that point and Congress must act. That’s why we’re focused on the federal level, and that’s why we’re so optimistic we can get this done.

And the reason we’re so optimistic, and we have bipartisan support, and the president said he’d sign [the STATES Act] into law—is because the polling is so over the top in favor. [Federal noninterference] is polling 10 points higher than legalization, and that’s the STATES Act — it’s polling in the mid ’70s, and that’s why I think we can get this done.

It is no coincidence that every single Democrat in the US Senate who is running for president or talking about running for president is putting their name on a cannabis bill.

Whether the federal government ends prohibition this year or not, it is easy to see that our state by state progress, in addition to international advancements, has led us to a point where Congress and the president will act on the issue sooner rather than later. Learn more about how Spot Color Marketing can help your cannabis business today! Call Today for Your Free Consultation: 503.477.4355





Credit to and Published By Anthony Johnson on February 7, 2019. Credit ICBC

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Wallrest Case Study

The Company:

Wallrest is an Oregon-based retailer that creates performance ponchos ideal for any conditions.

The Situation:

Wallrest came to Spot in August of 2018 ready to work on their marketing plan. They didn’t have a social media presence and were looking for ways to increase brand awareness and reach to their target consumers.

The Solution:

After analyzing the situation thoroughly, Spot found that Wallrest would benefit most from a marketing plan that combined PPC, SEO, and social media strategy.

The Results:

Within 5 months Spot increased Wallrest’s Facebook and Instagram follows by 700%. Our content and posting strategy has helped to create an engaged body of online followers, as well as managing their Facebook advertising campaigns. Wallrest now has over 1,000 page likes and consistently sees high engagement rates on individual posts. Their performance is increasing daily and we are excited to continue working with this client’s campaigns!

If you could use help with your company’s PPC, SEO, or social media campaign management, reach out to Spot today. We’ll create and implement a custom strategy that sets your business up for success!

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Blue Door Vet Case Study

The Company:

Blue Door Vet is the first full-service mobile veterinary hospital to serve the greater Portland community. Led by veterinarian and founder Dr. Meridith Dawson, Blue Door Vet provides exceptional and convenient care to pets in need.

The Situation:

Blue Door Vet came to us over a year ago looking for help in creating a customized marketing plan that would drive traffic to their website.

The Solution:

After evaluating Blue Door Vet’s current situation, we formulated a marketing strategy that focused on improving their search engine optimization (SEO) and implementing a pay-per-click (PPC) campaign.

The Results:

In November of 2017, Blue Door Vet was ranking for 27 organic keywords. Exactly one year later, our SEO services have doubled Blue Door Vet’s number of organic keywords. After monitoring and re-optimizing their campaign, creating tier-one backlinks to their website, and writing engaging SEO content, they now rank for 54 keywords! Our focus on quality over quantity has aided in the success of this campaign. We are seeing continual improvement and upward movement for valuable, relevant keywords such as “mobile veterinary,” “vet home visit,” and “mobile pet vet.” We were also able to get Blue Door Vet ranking in the number one spot on page one for keywords “portland mobile vet” and “mobile vet portland!”

Blue Door Vet’s PPC campaign has really taken off as well! Our PPC strategy focuses on keywords with a strong cost-per-conversion and includes the creation of new dynamic search campaigns which change the title of the ad depending on the user and honing in on the key demographic we’re trying to reach. Last month, we saw a click-through rate of 3.58% overall with 283 clicks into your site, 13 conversion actions, and 47 phone calls for a total of 60 conversions. These metrics are an increase of over 50% from just the month prior alone!

If you need help with your SEO or your PPC advertising, let us know. We’ll work to get these types of results for you too! Call us today at 503.477.4355 to get started!

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SEO Case Study

The Company:

One of our retail clients based out of Washington.


The Situation:

This client came to us looking for a way to get their website in front of the right body of potential customers and bring in new business.


The Solution:

Based on what the client was looking for, we immediately began focusing our marketing efforts for this client on SEO. After engaging in intensive keyword research to find out what was most valuable to focus on for this client, we began implementing our SEO strategy. As part of their campaign, we created and submitted relevant SEO content that linked back to their site each month. Month by month, we also built up an impressive list of tier-one level backlinks, the highest quality level links to a site that can be provided.


The Results:

This client’s SEO campaign has really flourished in the few months Spot has been working on it. When the client came to us in May, their website was only organically ranking for 28 keywords. Now in November of the same year, this client is ranking for 108 keywords! This has resulted in a sum rank change of 1,440% over the last three months and 1,150% over the last month alone! We are consistently seeing this client moving up in rank for valuable keywords and ranking for completely new keywords as well.


SEO is just one of the services we specialize in here at Spot. Working with us on an SEO campaign means exceptional customer service, careful monitoring of your campaign, and skilled analysis of your results. If you’re already working on your company’s SEO, we are happy to run a free report for you and let you know how things are going. Give us a call at 503.477.4355 or shoot us an email at today to get started.

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The 5 Best Search Engine Optimization Practices to Increase your Ranking

You created an amazing piece of content for your website, but you’re not getting the views you expected. What do you do? Our digital marketing experts at Spot have a few suggestions for revising your content that will boost your search engine optimization efforts.

Search engine optimization, or SEO, is a continuously evolving landscape and one that is difficult to master. Here at Spot, we understand the importance of quality SEO practices when it comes to getting your content seen by relevant searchers. With that in mind, our digital marketing staff has put together a brief list of the best SEO practices to increase your website’s ranking.

Search Engine Optimization

1. Research Keywords & See What’s Relevant to Searchers

Knowing what keywords lead visitors to your site is vital for quality SEO. When you know what brought users to your site, you can begin tailoring content to those keywords to get those who are clicking through to your website to come back in the future. Understanding what your audience is looking for builds trust and reliability within your brand. It also positions you as an industry leader when you begin to answer questions your consumers didn’t know they had.

2. Create Quality Backlinks

Creating quality backlinks is a very important step in search engine optimization. If you’re unfamiliar with the term, a backlink is an incoming link from one webpage to another. The crucial part of creating backlinks to improve your SEO is ensuring that the ones you use are high-quality. In other words, good backlinks come from authoritative sites and are also relevant to the site on which you are linking. It’s far more important to go for quality rather than quantity when it comes to generating backlinks, as low-quality links can actually be harmful for your SEO. By creating valuable backlinks, you increase your organic ranking on search engines and generate what’s known as ‘referral traffic,’ both of which are beneficial to your site’s performance. To start building backlinks of this quality, try writing compelling blog content for your site that others will want to link to or finding similar, relevant blogs to guest write for.

Search Engine Optimization

3. Publish Captivating Titles & Descriptions

Catching the attention of readers is crucial, and working hard to create an eye-catching title also grabs the attention of search engine algorithms. Take the keywords you found during your research and insert them into your titles and descriptions to help raise your ranking. The algorithms that crawl your content tend to look for verbiage that relates to the keywords a user would type into a search engine. Your content is more likely to pop up in a searcher’s results if you use the same valuable keywords in both your title and meta description, the preview text under a result that tells searchers what the page is about.

4. Use Keywords Strategically

There are many other ways to strategically use keywords, including mentioning them within the first paragraph of your content and assigning keywords to pages. The more you can naturally use your keywords the better. Just be careful not to “stuff” keywords throughout your content; many algorithms will penalize your site for using this tactic. Strategic keyword usage is all about using keywords in a natural way to provide substance to your content. Stuffing your pages full of the same words repeatedly is not only boring but also produces low-quality content that algorithms skip over – something we all want to avoid!

Search Engine Optimization

5. Work on Visual Optimization

Our last suggestion for strong SEO is to ensure your content is also visually appealing. Try adding images, bullet points, or numbered lists to help break up your content. In addition to adding vibrancy to your page, this tactic makes your content readable. Looking at too much text on a digital screen creates eye fatigue. To help combat this, many content creators add visual breaks by separating paragraphs with multiple lines, bolding important information, or inserting multimedia.

Increasing your SEO ranking is no easy feat. We encourage you to reach out to us with your questions at any time. If you’re looking to begin your SEO journey but don’t know where to start, you can receive a complimentary SEO audit from our staff. We’ll help you build a plan from there!

Are you doing anything now to help your website’s SEO ranking? Let us know in the comments below!

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Spot Digital Marketing Named One of the Top Digital Marketing Agencies in Portland, Oregon

Spot Digital Marketing has the honor of being named one of the top Marketing Agencies in Portland, Oregon! This award comes from Expertise, after a thorough evaluation of 148 marketing agencies that are currently serving the Portland area. Spot Digital topped their list of 19 digital marketing agencies in Portland, Oregon for 2018. The goal of Expertise is to connect people with the best local experts by checking over 25 variables across various categories, and the Spot Digital Team is ecstatic to have ranked so highly for our second consecutive year!

A Brief History:

Spot Digital Marketing’s journey started over 17 years ago. We are led by our founder and owner Nicole Weber, who has worked professionally as a graphic designer and art director for over 20 years. She took her vision of an honest and transparent agency and grew it into a full-service marketing firm that serves businesses in Oregon and across the nation. Collectively, we are marketing experts, project managers, graphic designers, web developers, copywriters and digital specialists; we love what we do and seeing our clients’ tangible business growth come to fruition is our biggest reward.

What We Offer:

  • SEO: We use content and backlinking strategies to increase keyword relevance and organic ranking for your website to ensure potential customers find you online.
  • PPC: We are a certified Google Partner using a continual optimization strategy including A/B testing for Pay-Per-Click campaigns to produce a successful ROI.
  • Geofencing: Spot Digital Marketing creates and manages geo-based digital campaigns to reach hyper-local audiences and demographics in a geocentric area around a business.
  • Content creation: Our marketing specialists take a strategic approach to writing content to craft stories that articulate and highlight a clients brand.
  • Text message marketing: The marketing team at Spot Digital are experts with text message marketing campaigns. With a 95% delivery rate and a 98% open rate, these campaigns get your brand in front of relevant and active consumers.
  • Website development: Building functional and responsive websites that attract and convert new leads is a passion of our web development team. Our specialists are dedicated to your project and focus on content and imagery that will best resonate with your target audience.
  • Brand creation: New or existing, we want to improve all the strengths of your brand. Our experienced design team works closely with clients to ensure the identity is consistent and engaging with consumers.

Experience Award Winning Quality Service First-hand:

If you are ready to see what the experts at Spot Digital Marketing can do for you, fill out our contact form. Not sure where to begin? We offer a complimentary SEO audit to those who visit our website. Once we gain an understanding of a company’s digital footprint, we can help you construct a clear and concise marketing plan. All other inquiries can be sent to us via email.

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The 3 Best Practices for A/B Testing

What is your business doing to maximize your A/B testing efforts? In a previous post, we explained the importance of A/B testing. As a quick refresher, A/B testing is the practice of running two versions of a promotion to test a singular variable, such as what the call to action will look like, e.g. the color of a button or the wording of a phrase such as ‘Join Now’ vs. ‘Register Here’. You should perform an A/B test if you notice a promotion your company is running is not yielding the results you were hoping to receive. Now the Spot Digital Marketing research team is back to give you the 3 best practices of A/B testing!


1. Test the appropriate key performance indicator and promotional element

A/B TestingBefore you run an A/B test, you should determine what key performance indicator (KPI) you want to measure. Popular key performance indicators include conversion rate, cart abandonment rate for retailers, email capture rate, and average order value. There are six elements of promotion to consider testing for and it is important to choose the correct one to improve your campaign. Call to action, taglines, offer copy, the value of the offer, image, and the number of steps are all measurable KPIs that play important roles when customers view your promotional content. If one of the elements is off, it may be the cause of your promotion’s low performance.


2. Write down your hypothesis

A/B TestingIf you are not jotting your hypothesis down for yourself, at least document it for those who come after you or anyone who asks to see a report. The hypothesis does not need to be elaborate, it just needs to state specific action and outcomes of what you think changing the KPI and the promotional element will do for your bottom line. For example, “We predict changing the tagline in the subject line of our emails to something witty will resonate with our younger audience and increase the open rate.”


3. Watch your timing

A/B TestingBe sure to send out your promotional emails at peak times for your audience. Sending out an email when your audience is online may sound like a no-brainer, but it never hurts to be reminded. Studies have shown that promotional emails perform well on Fridays, however, you should look at your own email data to find the time your open rate, click-through-rate, conversion rate are highest.


Running an A/B test can be very time consuming if you are a small business juggling many tasks. Luckily, you can hire a digital marketing agency such as Spot Digital Marketing to manage this process for you. We have 17 years of experience in supervising paid-per-click campaigns, monitoring SEO rankings, developing successful text message advertisements, and much more.

Receive your business’ complimentary SEO audit by visiting our website or contacting us directly with any questions you have about A/B testing.

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