Blog promotion is an especially flexible marketing tool. How many times have you wished that you could change 5 seconds of that 30 sec spot that you sunk a fortune into on TV?

Blog Marketing Flexibility

That is one of the excellent attributes of blog marketing and the use of XML/RSS. The freedom to change your advertising strategies in response to data. Where do you get the data? We discussed analytics in this post. Part of analysis also requires micro-testing. Micro-testing your content, or copy, can allow you to calibrate your blog optimization as well as the copy used describing your product.

For instance, Marketing Experiments Journal examines whether long copy or short copy produced the best conversion results.

“In the first test, we sent traffic to two landing pages using Google AdWords. The first page was the home page, which contained short copy describing the product. The second page was similar, but featured a much longer article about the product. Both pages prompted visitors to click through to the order page, from which point they would be taken to the shopping cart.”

Two more micro-tests were conducted using slightly different variables. The data from all three micro-tests demonstrated that long copy produced better conversions. Unlike your 30 second spot, if you are displeased with the traffic you are getting from an ad campaign, blog marketing allows you to immediately adjust your verbiage and presentation in response to your data.

Micro-Test Your Site

Here are a few more suggestions, with more available at the link below.

• Testing is vital. There are no universal rules regarding the ideal length of a marketing message. Without testing and revising your offer copy, you risk leaving significant revenue on the table.
• In general (and we cannot stress that enough), higher-priced products tend to warrant longer copy. It takes longer for a customer to commit to spending $500 than to spend $20, and your copy should take that into consideration.
• Information-based products often benefit from longer copy. This will grant you ample opportunity to show your potential customers the QUALITY of your information.
• KEY POINT: The long vs. short debate often overlooks the most important factor when it comes to website copy: quality. High-quality short copy will outperform poorly written long copy every time. The best possible copy should be developed and tested before you even begin to worry about the long vs. short debate.
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Tags: advertising_strategies, ad_campaign, blog, Blog Marketing, conversions, conversion_results, flexibility, marketing_experiments, marketing_tool, xml_rss

This entry was posted on Monday, July 9th, 2007 at 5:22 pm and is filed under Content Promotion Strategies. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.