For any recipe you have found that has worked, there are at least other ten that go in the exact opposite direction. And still work.
That’s why it is so important to find a way that matches who you are and what you stand for. A way you are absolutely and completely comfortable with. A way you would use even if no one would be watching.
In any other cases, you are just drifting.
There are many myths in marketing, that marketers would do better forgetting about. Or at least, putting them in the right context.
A/B testing is one such myth. Not because it doesn’t work, it’s a fantastic idea. But the organisations and the marketing teams that can do A/B testing effectively are only a few.
For that, you need a high enough traffic, a high enough budget, a set-up that allows you to track and compare things, and most importantly consistency and patience. And even when you have all of that, more often than not you will get misleading or contradicting results.
Instead of falling in the measurement trap, focus on basics: who is your customer, what they care about, where do they hang out, why should they pick you. This is going to deliver far more solid results than any weak testing you might be wasting your time with.
No matter what your role is inside an organization, you have the power to change the things you see not working. Much more than you think you do.
You might think that those above you condone a negative behavior or a flawed process, but the reality is that most likely they are simply not aware of them. Or they don’t have the bandwidth to jump on them. Or they have initiated the behavior or the process with completely different intentions and failed to follow up.
If you hide behind that excuse, be mindful that it is just you hiding.
What is the value of:
In the end, most people who visit your website can’t really tell the difference. That’s why awards as marketing tools are little more than organizations talking about themselves.
If you are a start-up, with a single product, and you sell to other businesses, then product marketing is basically the foundation of your whole go-to-market.
The way you talk about the product, the way you differentiate from other alternatives, the unique point of view that makes you worth considering, the material you need to go out there and influence people, the knowledge of you target customer and of their pains.
Perhaps you can’t afford a product marketer. But make sure that whoever is doing marketing will focus on those things for at least 80% of their time. It will pay off.
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