Understanding A/B Testing & Consumption Styles
In an ever-evolving world of social media exposure, navigating the modern digital landscape requires a keen understanding of how people consume digital content. Social media presence and cultivating organic SEO are integral components of your digital footprint, offering valuable avenues to engage with potential audiences and build a thriving online community.
The Essence of Organic SEO
Organic SEO stands in stark contrast to its paid advertising counterpart in the digital realm. Unlike paid strategies, organic SEO is a patient and deliberate process, with Google's algorithms prioritizing authority and consistency over time. Establishing your online voice and authority demands a commitment to producing relevant, high-quality content that aligns with Google's criteria. Think of each passing month as a testament to your consistency – only through sustained effort can you garner Google's recognition and trust.
Organic SEO isn't short-lived like paid advertising; it's a lasting investment that continues to yield results long after the initial effort. Social media is another great avenue to build out your SEO which ultimately points back to your main hub (your website).
The Role of A/B Testing in Content Creation
A/B testing is like our secret weapon in the digital world! It's super crucial for us because it lets us peek into your audience's minds and see how they react to different kinds of content. By running these tests, we can make more informed decisions about what kind of content to create. We release it in all sorts of formats and styles to see what your audience likes best. Because, as you know, everyone's got their own unique way of liking stuff online! And in this ever-changing digital universe, understanding those little preferences is key. So, while we might have our own favourite ways of consuming media, it's important to remember that your audience might have totally different tastes.
Unveiling A/B Testing: The Netflix Way
Let's dive deeper into the fascinating world of A/B testing and how it's quietly shaping your online adventures at For The Love Of Marketing! Take Netflix, for example. They're masters at this game. Ever notice how they switch up the cover images for the same movie or show? It's not random – it's all part of their A/B testing strategy. By doing this, Netflix grabs the attention of all kinds of viewers, drawing them into content they might not have noticed otherwise. This clever tactic isn't just about catching your eye; it's about sparking curiosity and keeping you hooked. So next time you're scrolling through your Netflix queue, remember – every image swap is a little nudge towards a new discovery!
Understanding Different Content Consumption Types
We've all experienced that pleasant feeling when we meet someone for the first time and feel an instant connection. It's like we just "fit in" effortlessly. This initial connection often stems from visible patterns of behaviour, commonly referred to as "communication styles." In the realm of sales conversations, understanding and adapting to various communication styles is crucial for effective communication. However, with the rise of digital communication, these visual cues are sometimes absent, replaced by the content we share.
Nowadays, the information we share serves as our visual body language and displays our communication style. People form opinions and draw conclusions based on the content we share, shaping their perceptions of us. To ensure inclusivity and broaden our audience reach, it's essential to understand and cater to the diverse consumer behaviours prevalent in our target market.
In general, we focus on four main consumer behaviours based on sales research. Because, at its core, marketing is a form of sales—it's about selling yourself, your services, or a home.
Source: 4 Customer Personality Types & How To Handle Them. Compass Offices. (2023, June 6). https://www.compassoffices.com/en/about-us/blogs/4-customer-personality-types-how-to-handle-them
Tailoring Content to Individual Preferences
Alrighty then, I want to ensure I am appealing to as many people as possible… how do I do that? Embracing the diversity of content consumption types is key to maximizing audience engagement. Let’s explore each type in more detail.
1. The Analytical
Individuals embodying the analytical personality type seek precision and data-driven insights when engaging in sales interactions. As outlined by HubSpot's Leslie Ye, they undertake thorough research on potential business contacts before initial engagements. Analytics prioritize gaining an in-depth understanding of the subject matter before committing to decisions, meticulously verifying information, and emphasizing product features' quality and efficacy over emotional appeals.
Source: 4 Customer Personality Types & How To Handle Them. Compass Offices. (2023, June 6). https://www.compassoffices.com/en/about-us/blogs/4-customer-personality-types-how-to-handle-them
How to Connect:
Tailor your approach by providing information directly relevant to their needs, utilizing qualitative and statistical data to substantiate claims and capture interest. Given their detail-oriented nature, ensure clarity and specificity in your marketing. Anticipate inquiries and be prepared to address them comprehensively; their probing signifies genuine interest and commitment to understanding your business.
Real Estate Analytical Marketing Example: Market trends in the local housing market, property values, and neighbourhood demographics. Being a reliable source of in-depth understanding of the subject matter aids in gaining trust and credibility with analytical clients.
2. The Amiable
Amiable individuals exude warmth, sociability, and a penchant for building trust-based relationships. Unlike their analytical counterparts, they prioritize rapport-building over factual precision, gravitating towards professionals who demonstrate genuine interest in fostering connections. Their purchasing decisions hinge on perceived alignment with brands that prioritize relationship cultivation.
How to Connect:
Automation is a recurring topic in content creation discussions. This serves as a prime example of where ChatGPT falls short, as it cannot replicate human-like nuances and creativity. For instance, you can simply tell your account manager you went to the zoo with your family, send them a photo, and they will make the rest of it happen!
This displays a human and genuine aspect showcasing you are more than just your work! Incorporating thoughtful questions to deepen engagement and show genuine interest in their experiences is another way to engage with them.
3. The Expressive
Expressive personalities leverage creativity and emotional resonance to articulate their perspectives. While receptive to factual information, they prioritize storytelling and emotional connections over data-driven arguments. Like amiable individuals, they value relationships but possess a propensity for swift decision-making. Expressives enjoy building relationships based on knowledge-sharing and providing useful resources in a personal manner.
How to Connect:
Craft narratives that resonate emotionally and speak directly to their aspirations, drawing upon personal experiences to enhance understanding. Emphasize your business's ability to fulfill its desires and envision positive outcomes post-purchase. Forge deep connections by tapping into their emotions while maintaining relevance and authenticity in your messaging.
For instance: tips about house care, debunking myths, and decoding real estate jargon will work to put an Expressive in the driver's seat over the common interest of real estate. You can convey informative content in a personalized manner, leveraging visuals to capture attention and quickly communicate the consumer style. To illustrate further, Expressives may be drawn to creative visual appeals, such as images with a personal touch or engaging hooks.
4. The Driver
Drivers exhibit assertiveness, self-assurance, and a results-driven mindset. Preferring concise, goal-oriented interactions, they expect prompt, no-nonsense content, short and sweet if you may. They prefer quick facts and often base decisions on immediate visual and auditory cues. In contrast to Analyticals, who conduct extensive independent research and gather ample data before making decisions.
How to Connect:
While storytelling has its time and place, directness is key in this context. Not everyone is inclined to delve into lengthy messages. Focus on delivering concise, value-driven propositions that align with their objectives. Visual image bullet points can effectively convey rationales and facts, catering to their preference for easily digestible information. When choosing a realtor, clients prioritize those who provide valuable information they can readily absorb through visuals. Ensure that the visuals are aligned with their needs, as they may not click on unrelated posts or read lengthy captions. Ultimately, the visual presentation should immediately capture their attention and convey the valuable information you offer.
To Conclude
You may already be able to tell which way you lean. Reflect on your natural inclinations—perhaps you're drawn to certain content formats or have immediate reactions like, "Why wouldn’t someone want to see my dog?" or "Who would just want a CREA article summary on numbers?" It's essential to recognize these tendencies and ensure a diverse media mix within your content strategy. Focusing solely on content appealing to amiable and expressive audiences may inadvertently alienate the remaining 50 percent who prefer the alternate consumption styles.
By crafting content that aligns with each audience segment's preferences, we ensure maximum visibility. Whether it's providing data-driven insights for analytical audiences or fostering emotional connections for expression, understanding and catering to individual preferences is key. Success in organic SEO hinges on understanding and accommodating diverse content consumption types. Through A/B testing and tailored content creation, we elevate your digital presence and drive meaningful engagement with your audience. Don’t limit yourself in an already crowded room - stand out!
