If you’re in the home services industry, you understand the level of noise and competition you have to cut through to really reach a homeowner who’s looking to make a buying decision about a service like window replacement, gutter cleaning or landscaping. With the advent of Google Guaranteed Ads and the promotions inside Google Maps, not to mention the standard Google Ads, organic search is becoming more difficult to leverage at the local level – not because of the difficulty involved in creating good content, but because there’s so much in the way before a user can even find that content.
Because the stakes are higher than ever, it’s important that you really nail it when it comes to writing marketing content.
One of the best ways to get people to spend more time with your content is to write to the key response triggers for your audience.
Identifying these begins by looking to gain a better understanding about:
- Who you’re writing to, and
- What your audience will respond to.
And the best way to figure that out is to collect data, and test.
So collecting data can look like a couple different things. It could be:
- Going into Google Analytics to see which articles had the most visits
- Looking at which articles users spent the most time with
- Evaluating your calls to action and seeing which articles actually prompted the most response on those goals that you set up in Google Analytics.
- These could include a request for a quote or a coupon claim.
How to A/B Test Headlines
Another thing that you can test is your headline efficacy.
We do this on a monthly basis. We test first on native platforms like Outbrain or Taboola – articles that are placed around the web, in the footers of other people’s content. We test our articles using 3 or 4 unique headlines that target different persuasion triggers and then see which one gets the most response.
Next, we take the top two headlines and A/B test them on Facebook. Once we get a clear winner, we go back and change the title tag on the on the on the actual site post to ensure we’re leading with the strongest hooks we have.
So, these are just a couple of ways that you can go in and a collect data about your audience and be determine what sort of response triggers are our most resonant.
How Do You Really A/B Test in Content Marketing?
Direct response marketers live and die by A/B testing.
However, it may not be so simple when you get into the fluid world of content marketing. Not every piece of content is that bottom-of-funnel conversion mechanism. Much of the work that content marketers do today is explain topics and educate audiences.
In addition to quality content, you need a promotion strategy. Otherwise, you are missing out on getting your content in front of these audiences. While tying back every promoted social media post to bottom line ROI may seem like a tiresome task, there’s a different way to think about it. Build your promotional spend into your calculation of production costs and measure that against the value of the response gained from the content – that’s a much easier way to measure success in dollars and cents.
We recently presented these ideas at a digital marketing master class in Atlanta. To learn more about our workshops, seminars and consulting, drop us a line at 404-233-0370