These days, building the right website can be quite a challenge.
If you’ve been in business for a while, you probably remember the earlier days of the Internet. Web content was simple – somebody wrote 500 words, put in some keywords and posted it on the then HTML version.
In those days, a business was really something if it had a web page that someone could look up on their personal computer.
Fast forward a couple of decades, and we’ve come to a place where everyone has a web site. The differentiator now is quality.
To really excel these days, a business needs to have a stellar online footprint that’s engaging and “sticky” – that pulls in readers and gives them what they need.
That has led to some analytical work that marketers need to do to make sure they’re getting the most out of their web properties.
A/B Testing and Multivariate Testing
A technique called A/B testing (also known as Split testing) has really taken off in the last few years.
A/B testing involves taking two different items and comparing them in terms of audience attraction. That means marketers have to create two pages or resources and put them in front of different sets of eyes, measuring things like bounce rate and page views to see how effective each one is.
A/B testing has really revolutionized online marketing – but now companies are taking it several steps further.
With multivariate testing, it’s possible to test multiple channels and multiple pieces of content and multiple styles to see which combination appeals to the most people.
Technically speaking, the benefit of multivariate testing is that businesses can plug in multiple variables. What if you have a core message that can be posted on Facebook, on the company’s website or on Twitter? How do you know which one works best? You utilize a multivariate testing approach. Multivariate testing provides an “all-over” approach to quantifying customer appeal.
The Power of Common-Sense Marketing
Now, A/B testing and multivariate testing offer their own benefits – but they are no substitute for natural, organic thought leadership and engaging long-form content.
Businesses talk a lot about SEO these days. It’s not complicated, though – what they’re talking about is giving readers good information that they search for and making sure that web pages are written in an engaging way.
You can test all you want, but unless you have a clear strategy and good content, you’re not going to see great results. At the same time, you can sometimes get around a lot of the analytical work just by relating to your audience. If you’re in a particular market and you know how that market works, write about it to your audience. Show them that you know what you’re talking about, and you will garner more of a loyal following.
Thought leadership is in many ways a shortcut around various kinds of technical marketing. We’re not saying that technical marketing doesn’t have its place – it absolutely does. It’s not either/or – it’s a “this AND that” proposition. You need both!
WebSubstance can help companies with both of these very important aspects of online marketing. We can make sure that you have the right thought leadership content in place. We can also help with web analytics and creating a testing environment that ensures that your audience is liking what you’re giving them.
By working both of these pieces into an online marketing strategy, many local businesses in Northern Virginia are extending their reach, increasing market share, maximizing profits and are achieving a much better online reputation. Talk to WebSubstance about how all of these works.
