Many Australian SMEs operate on gut feel, especially when it comes to big strategic shifts. While experience is valuable, relying solely on intuition can be risky. Before launching a new marketing campaign, entering a new market, or completely repositioning your brand, we strongly recommend testing your core assumptions. This isn’t about endless analysis paralysis; it’s about smart, cost-effective validation.
The goal is to minimise wasted investment and maximise your return. Full-scale implementation is expensive and, if the strategy is flawed, can be damaging. Testing allows you to learn quickly and adapt before significant resources are committed. Here’s how we approach it with our clients:
- Minimum Viable Testing (MVT): This is about creating a scaled-down version of your proposed strategy. For example, if you’re considering a new product line, don’t build the entire range. Create a single ‘hero’ product and test its appeal with a targeted audience.
- Targeted Advertising Experiments: Platforms like Google Ads and Facebook allow incredibly precise targeting. Before a broad campaign, run small, focused ads to different customer segments with varying messaging. Analyse which combinations perform best – this reveals what resonates before you spend big.
- Landing Page Validation: If your strategy involves a new offer or value proposition, create a dedicated landing page *before* driving significant traffic. Use A/B testing to refine the copy, imagery, and call to action. Conversion rates on the landing page are a strong indicator of potential success.
- Customer Interviews & Surveys: Don’t underestimate the power of direct feedback. Conduct in-depth interviews with your ideal customers to understand their needs and reactions to your proposed strategy. Surveys can then broaden this insight to a larger sample.
These tests aren’t about finding definitive ‘yes’ or ‘no’ answers. They’re about gathering data to refine your approach. The insights gained will allow you to optimise your strategy, improve your messaging, and ultimately, increase your chances of success. Don’t launch and *hope* – test and *know*.
The next step? Identify the single biggest assumption underpinning your next marketing move. Then, choose one of these testing methods to validate it. A small investment in testing now can save you significant costs – and potentially your business – later.
