The step-by-step plan to mess around, play around & grow
Celine Merkx of Fingerspitz uses the social growth process to explain how you can achieve big results with small adjustments. The plan consists of five steps to mess around, wrestle and grow. Although this step-by-step plan is focused on social ads, this plan can also be applied to organic content on various channels.
Step 1. Analyzing your data
Before you can start testing, you start analyzing your data. Discover where the bottlenecks and opportunities lie. You may see that the reach of your campaign is decreasing, but it could actually be anything: you are growing less quickly on buy phone number list Instagram, the engagement ratio has dropped on Facebook, your website traffic is decreasing or you want to appeal to a new target group. Have you discovered your bottlenecks and opportunities from your analysis? Then you move on to step 2.
Step 2. Formulate your hypothesis and expected outcome
Based on your analysis from the previous step, you formulate a hypothesis and an expected result. Focus on one bottleneck or one opportunity, so that you can set up a test for it without it becoming a tangle of different tests and hypotheses. Of course, you can set up different tests next to each other. Formulate a clear hypothesis that you are actually going to test. Below are a few examples:
I expect my reach to increase by 10% if I add an ad to my campaign.
I expect that conversion will increase by 2% by using mood images instead of product images in your posts or ads.
I expect the engagement rate on Instagram to increase by 10% by driving a new section focused on engagement.
Step 3. Determine your most important KPI and develop your campaign