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Hello and welcome to Art A&A number 21. I am Lezley Davidson with Peeling Onions.com

CasualCapture / Foter



Today I’d like to talk about testing your marketing. This is probably the most important thing that you can do in your marketing plan aside from having a plan to begin with. It’s often overlooked because frankly, it’s not the most glamorous part of the job – by no means. All the action jobs gets all the attention and the flash and the broadcasting thats, you know, the fun part.

But if you don’t know what’s happening with your marketing and where you’re getting the most hits and what’s working versus what’s not working, you’re never going to be able to really utilize the tools that you’ve got at your hands… at your hands? At your disposal.

Feedback is Key

ul_Marga / Foter


So for example, (and I talked about this on the blog early in the month and I’m kind of replicating information but I wanted it to be on the podcast as well is because it’s really important). It’s really necessary for you to have some sort of analytics tracking analytics tracking on your website. There is  Woopra, W O O P R A, that you can install on your website – it’s also available for your WordPress as a plug-in. That it has real-time analytics happening where you can see who’s on your site and where they’re going and what they’re doing. It’s  pretty crazy but it’s great if you have a lot of people coming to your site or you’ve just published a launch and you want to see where people are going and if your funnel is working – if people are clicking where you want them to click and going to the page you want them to look at.

Are they looking at your art or you know following the “trail of breadcrumbs” you want them to follow to learn about what you’d doing and what you’re selling or your event that you have and posting or showing your art? You need to have a way of tracking all this stuff and unfortunately social media by and large has almost 0 tracking built-in.

Hootsuite

Hootsuite is one of the few that I know of that actually tracks clicks if you shorten your URLs with their ow.ly shortener. So you can open Hootsuite on your browser and shorten all your URLs, all your links with their shortener and it will track the clicks for you. But that’s it, pretty much. Well it does tell you where they’re coming from like if you publish your tweets from Twitter and Hootsuite and Facebook and LinkedIn, it’ll show you where the majority of your clicks are coming from. It’ll show you how many clicks happen on each of those platforms so it’s pretty useful. It can help you with open rates and when to publish.

We’re Global Now

ecstaticist / Foter


You need to test your tweets for times of day because people from all over the world are reading your tweets and you may want to publish more than once a day so the same information hits both sides of the pond, on both sides of the world really. Test your open rates by testing a rotating schedule.

What I do when I’m a pre-publishing (or saving to publish because Hootsuite has this great publisher stream where you can save tweets in advance). You can schedule tweets up the 50 tweets I believe, it could be more… but I will have a rotating timetable where I’ll:

  • publish the tweets an hour differently each day

and that’s to test what open rates are better on what days, at what times, and you have to do this over several months – especially if your audience is small. Mine is not huge, but there is an audience and I do have feedback and that’s good.

If your audience is giant sized and you’ve got 50,000 followers or even 20,000 followers you’ll see really quickly where you getting the biggest amounts of hits. But if you don’t have that many follower,s you need to test for longer periods of time.

Google! Google! Google!

Another great key is Google Analytics. It is free. It is awesome and it is the biggest provider of all kinds of information that you want for your blog. So it is imperative if you have a website (you should have a website but we’ll talk about that later), for you to install the little bit of code that Google Analytics provides you install it in your header.

It will track all the movements on your site where the traffic’s coming from, where it’s going on your site, where people are leaving your site, how long they stay, what keywords are bringing people to your site… This stuff is so important I can’t even get over it. I’ll write about Google analytics later –  much more in depth because I’m just scratching the surface of it and the more I dig, the more amazing it is. You can really get really clear and drill down on a lot of information about who’s coming, and what they’re looking at, and what they’re interested in.

I have the craziest keywords that are bringing people to my site. Like sadly, accidental cleavage is one of them. It’s one of my top three, but everyone’s on the Internet looking for porn right? So now they get a comic convention instead – ha. ha.

Kred and Klout

Anyway so there’s other aspects that can help you a little bit there’s Kred and Klout. I am I’m still out on the fence about how useful they are. Generally, what they measure is your so-called influence and they give you your true reach – they let you know who you are influencing in your network and how many people you’re actually connecting to with your tweets.

What I find is most interesting about it is they give you a breakdown of whether you are retweeting other people or whether you’re bringing out new and leader-worthy content. I think that is worthwhile because it will be important depending on what your goals are. If you’re publishing because you want to be a thought leader, you want to be an authority in your niche, you need to be creating the content and not just retweeting and sharing other people’s content. So it can give you a good indication based on what tweets you’re pushing, whether you’re what role you have in social media.

So this is getting really really long – it took a lot more time to talk about this than I thought and I had way more points than this that I’m just not getting it to. I’ll have to come back to this. I want to talk to you about how to test your e-mail list and how to..I guess that’s enough –  how to test your email list.

Okay, so thanks a lot and I will talk to guys next week.

If you have questions please leave them on the blog I would love to answer your questions and the website is lezleydavidson.com or Peeling-Onions.com it’s the same place. Two addresses, same place. Click on the podcast tab in the menubar and you can leave a question. You can e-mail me too at lezley@lezleydavidson.com.

Okay, so thanks a lot for listening and I will talk to guys next week.




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