As a small business, you have an advantage over larger competitors: agility. It’s harder for larger, more established companies to be agile. You can, and here’s how to use that to your benefit.
Testing, Testing, 1, 2, 3…
Test, test and test some more. Try things out. You may have noticed that the CCC blog publishing schedule has been a little off lately. That’s because we’ve been testing different publishing days and posts per week. We apologize if we’ve thrown off your reading schedule, but things should be settling down now. After studying our data, we’ve decided on a Tuesday and Friday publishing schedule (for now).
Related reading: Social Media Marketing: Try Stuff. Test. Repeat.
In addition to testing out publishing schedules, we also like to test our content in different formats and on different social platforms. For example, we usually tweet each CCC blog post twice within a few days to a week after publishing: once with the title & featured photo and once with a quote or a question that is discussed in the post.
On May 4, we tweeted the above tweet to promote a recent post, Twitter’s Retweet with Comment Feature Changes The Conversation. This tweet with the title and photo racked up 413 impressions and 16 engagements, which are fantastic for us. Then on May 7, we tweeted a quote from the post along with the social media hashtag. That tweet fared much worse, gaining 159 impressions and 1 engagement. Lesson learned: always tweet with pictures. Not so fast!
On May 8, we sent a title and photo tweet promoting a post, Inside/Out: Brands, Take Your Message To The People. It garnered only 94 impressions and 0 engagements. (The irony is that this same picture was a hit on Instagram, racking up 31 likes and 12 comments.) So on May 11, we sent a text-only tweet (shown above) that was viewed 311 times and engaged with 4 times.
Finally, we posted the picture shown below on Instagram on April 13th showing our love of all things Mad Men. (If you missed it, check out Mad Men: Master Storytelling In Any Era, and you’ll understand at least part of our love affair.) It’s still pulling in traffic, currently at 69 likes and 25 comments. We also posted this picture on Twitter with fantastic results (5/17/15: 556 impressions and 19 engagements) and Facebook with less fantastic results (4/14/15: 11 people reached, 1 engagement).
Can anyone hear us?
Here’s our point: keep testing and trying things so you can stay in front of your audience, who is always moving. You’ll read so many posts that tell you to publish blog posts on Tuesdays at 10am and Facebook posts on Wednesdays at 3pm and LinkedIn posts on Thursday mornings at 7:30am. Those are general suggestions that can help you as you accumulate your own data to study and test. Your audience is unique, so they’ll set their own best practices. The hard part is breaking through all of the noise and clutter to hear, see and follow them.
As a small business, we love your feedback! So let us hear it.
What suggestions do you have for the CCC blog?
What suggestions do you have for small business owners?
How has testing led you to success?
Enjoy your long weekend, but remember what Memorial Day represents. THANK YOU to everyone who has given the ultimate sacrifice while protecting our country and freedom. And please, stay safe and be smart; don’t put a first responder in harm’s way.
Always testing, always learning,