Now that you reviewed your SMBs’ 2019 performance, it’s time to refocus and think about goals for 2020. Have your goals changed? Are you now focusing more on efficiency, new customer acquisition, or building upper-funnel leads?
Are you trading efficiency for awareness or vice versa? Are there new customer segments that you are pursuing? Do you have new products, services, or functionalities to introduce? The answers to these questions should form the foundation of your digital growth strategy and should define the tests you run to support that strategy.
In this post, we’ll talk about the alignment of goals and tests[1] to get you on the right path for 2020 growth.
Goal/test alignment
If your main goal is building brand awareness and your base of engaged users, testing new audiences[2] should be a key focus, with a secondary step planned for retargeting these users in the future. Facebook/IG has great demographic intelligence to tap into, and LinkedIn allows B2Bs incredible targeting capabilities by title, industry, company size, and other relevant parameters.
If you’re more focused on getting more value out of an already-healthy customer base, bringing them back to your site and working to earn more conversion, turn your attention to remarketing and user experience.
What does this mean for B2C and ecommerce?
For B2C and ecommerce[3], this means optimizing remarketing campaigns (testing promotions and other messaging) and running CRO tests to make sure your landing pages are finely tuned and moving the users through the conversion funnel.
What does this mean for B2B and lead gen?
For B2B and lead gen, moving a strong upper-funnel base of leads through the funnel means making sure your content and messaging is aligned with their place in the purchase journey