How to Document New Channel Tests?
Building on the documentation practices for new campaigns, this discussion shifts to documenting tests in new marketing channels. For growth-stage companies exploring new channels, clear and precise documentation is essential for evaluating effectiveness and guiding future marketing efforts.
Defining the Purpose Clearly Beforehand:
Establish clear objectives for the new channel test. Determine whether the goal is to reach an existing audience more cost-efficiently or to engage a new audience. Specify if the test aims to increase reach, enhance conversions, target new customer acquisition, or focus on retargeting. Include external benchmarks for success and ensure these objectives are well-documented to maintain consistent goal assessment throughout the campaign.
This preparation helps align the campaign strategy with expected outcomes and facilitates accurate success measurement.
Defining the Criteria Clearly Beforehand:
Clearly outline the success criteria for the channel test. Set specific guardrails, such as budget limits and brand and messaging consistency, and establish a timeline. Consider potential pre-mortem scenarios by identifying assumptions that could lead to failure if proven incorrect.
This foresight helps in managing expectations and allows for agile responses during the test, ensuring that the campaign remains aligned with the company’s overall marketing objectives.
Documenting the Post-Mortem for Future Reference:
After completing the test, thoroughly analyze whether the test met the established success criteria. Document any deviations, focusing on aspects like audience overlap, cost efficiency, or operational challenges. Reflect on how these findings might influence the potential use of this channel in future campaigns.
This analysis is crucial for understanding the channel’s effectiveness and deciding whether to integrate, adjust, or abandon the strategy based on concrete outcomes.
Takeaway:
Effective documentation of new channel tests involves setting clear objectives, defining measurable success criteria, and conducting thorough post-test evaluations. This approach ensures campaigns are accurately assessed and the insights gained lead to informed, specific actions for future marketing initiatives.