A/B Testing

 

A/B Testing, also known as Split Testing and Bucket Testing, is a way of comparing two different versions of anything from websites to an app. According to Mike Sperling, the way it works is by showing versions A and B to a percentage of your consumers and test the outcome or response rate of each one. With that, the one that has the best response rate would be the one you send out to the rest of your consumers.

 

To get into more details on how to perform an A/B testing is by taking it as a scientific experiment:

  1. Start with a question, or the purpose for doing the experiment.
  2. Research consumers’ behaviors through analytics or past experiments.
  3. Make a hypothesis, or statement on the outcome of the experiment.
  4. Figure out the percentage of people you would like to perform the testing on and the length of the experiment.
  5. Perform the A/B Test where A would be the controlled substance and B is the variation.
  6. Analyze the study and conclude which form would be best to go with.

A/B testing is a perfect experiment to perform especially when making changes that could significantly increase leads, sales and revenue. These experiments are great overall because they help construct hypothesis and help get a better understanding of what experiences impact your consumers. If done consistently, it can even help gradually improve your site or marketing items.

 

This kind of testing can be done on anything, really:

-Headlines

-Sub headlines

-Paragraph Text

-Social Proof

-Testimonials

-Call to action

-Links

-Media Mentions

-Images

– Awards and badges

-Content near a fold

Podcasting & Content Marketing

“Content Marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.” (Source: Content Marketing Institute)

If you were to take this definition of content marketing you could see that podcasts are the perfect platform for this marketing strategy. Now, if you’re thinking, “Podcasts, really? Who even listens to those anymore?” Well, podcasts are actually more popular now than they ever were. Today there are thousands and thousands of podcasts available on iTunes alone. Podcasts exists for every, and any, topics. Whether it is music, sports, medical, entertainment, business, science, cooking, marketing, or anything else, you could probably find a podcast on that topic. This makes podcasts an excellent medium to create content marketing.

To give an example of how podcasts are ideal for content marketing, think about a cooking podcast where they, of course, talk about cooking experiences, recipes, and anything that has to do with cooking and food. Just by doing this, the hosts is providing their audience with important cooking information while keeping them entertained. Here, the audience learns about what the best cooking utensils are for certain recipes, what products produce the best flavors, and more. Maybe, the hosts gets a promotional code for a certain product that they really enjoy using and decide to share it with their audience. All of this can lead to the audience to build a relationship with the cooking podcast, and maybe even associate cooking with that particular podcast.

In this example, the host of the cooking podcast is consistently providing their audience with relevant content and building relationships with their audience in order to enhance the amount of loyal listeners and ratings. With that said, if you have been thinking about creating a podcast in relations to your business, keep this in mind and remember that content marketing can take your business far.

Networking Organizations We’re a Part of: North of Boston CVB

As a continuation of the Networking Organizations We’re a Part of, this month we are highlighting North of Boston Convention & Visitor Bureau (NBCVB). This is a private, nonprofit, membership based organization. They are mainly responsible for promoting the Essex County as a travel destination to prospective tourists. The organization has been in existence since 1955 and was established by legislation as one of the 16 regional tourism council in the state. Their mission is to develop effective marketing strategies in order to increase the number of overnight visitors in Massachusetts.

Sperling Interactive has been a member of the North of Boston CVB for about 3 years, now, and we have benefited from many of the services they offer. As a member of the organization, there’s a ton of benefits that come from the organization:

Get your business listed for free in 150,000 copies of the North of Boston Visitors Guide and online flipbooks. This includes an online descriptive listing with hyperlinks, photos, social media links, and group information, and online calendar to inform members of events and exhibits.

Access to the bi-weekly newsletter, which gives members information on ongoing initiatives. With this your business can also get the chance to publish your news and events. This includes e-newsletters, which get sent to the thousands of tourist subscribers.

Exclusively use the North of Boston logo to endorse your business as an official member.

Nonprofit organization mini-grants are available for nonprofit members each year.

Get access to events like free committee meetings, monthly luncheons, evening events and more.

There are many more benefits that come with being an official member of this organization. If you’re interested in learning more about the North of Boston Convention & Visitor Bureau, or want to become an official member, visit their site here.

Recent Major Security Hacks

There have been thousands of security breaches in the past few years. Many times, hacking accounts can be very simple to prevent by having an effective password security system. It seems, however, that not many still struggle to develop an effective password system, even successful entrepreneurs like Mark Zuckerberg.

As you may have already heard, this past Sunday Mark Zuckerberg’s Twitter and Pinterest accounts were hacked by hackers going by the name of OurMine Team. It seems that the 2012 LinkedIn breach was a great contributor to the hacking because they seemed to have gotten Zuckerberg’s password from the LinkedIn database.

A message sent from the Twitter account read, “Hey, [Mark Zuckerberg] You were in Linkedin Database with the password ‘dadada’! DM for proof..” His big mistake was reusing the same password for more than one account.

Another major hack that occurred this past Tuesday morning was the official NFL Twitter account hack. Peggle Crew (the hackers) had sent out a message that read, “We regret to inform our fans that our commissioner, Roger Goodell, has passed away. He was 57. #RIP”. This statement was quickly denied by NFL Spokesman, Brian McCarthy who sent out a tweet stating that the account had been hacked and that Roger Goodell “is alive and well.”

A Peggle Crew member told Tech Insider that they had gotten the social media information from an employee’s email where the account password was located.

Going back to the 2012 LinkedIn hack, it was recently revealed that the hack had actually compromised 117 million LinkedIn IDs as opposed to the claim of only 6.5 million IDs released at the time of the hack. It was also discovered that the IDs were up for sale in the dark market known as TheRealDeal.

With all the hacking, it is crucial for everyone to do their part in protecting their account. Here are some tips to take into consideration:

  •      DON’T reuse a password.
  •      Make your passwords long.
  •      Use upper and lower case letters with special characters.
  •      Avoid full words.
  •      Use two-factor authentication where a code is sent to you after entering your password.
  •      Choose difficult security questions and/or make up answers only you will remember.
  •      DON’T share your passwords with anyone.
  •      Use a password manager to safely keep track of your passwords.

Marketing Using Snapchat

Today it seems like everyone is constantly taking pictures and videos of anything. Even walking down the street you probably come across someone making ridiculous faces in front of his or her cell phones in a very casual matter. If this is the case, chances are those people are posting on Snapchat. If you are not already familiar with this social medium, it is a social app where anyone can send instant pictures or videos that can last up to 10 seconds and then “disappear.” If you wanted your image or video to be seen by all your followers, you can post them on your “story,” which will allow for your content to be live for 24 hours. Other features include drawing and text tools to customize your image, and fun filters.

Snapchat is one of the fastest growing social media networks today. There are currently over 100 million daily users with 400 million of snaps being sent per day. The users range from 18 to 34 years of age (source: SocialMedia Examiner). Because this age group is a target for many businesses, Snapchat makes for one of the best places to begin marketing your company.

First thing to take notice if you’re considering marketing on Snapchat is that you have to make every second count. Since this platform is more relaxed and wicked casual, you want your postings to not be too professional and more personable. Your posts should be fun and not “salesy.” You want to be seen as approachable and actually interact with your customers.

Overall, Snapchat is the perfect platform to get your customers exited about your company. Posting back stage content is a perfect way to do this. It gives your customers incite to what seems as an exclusive part of your company. This also allows your customers to get to know your brand and what it has to offer. Another way to get your audience exited is by releasing teasers on a new product or service your company will be offering. It also gives you a great platform to host contest and partner up with social influencers who may even know a whole lot more about Snapchat than you.

In the end, using this platform can be a fun experience for both your company and customers.