Testing one channel properly

Greymill AcademyGetting more enquiries3 min read

The short answer

Three half-hearted channels beat none, but one done properly beats all three.

The takeaway. Pick one channel, give it a budget and a deadline, and decide in advance what success looks like.

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  1. Pick one channel.The one closest to where your customers already are.
  2. Set the number before you start.For example, six enquiries in eight weeks for 400.
  3. Run it without changing it.Changing it weekly means you learn nothing.
  4. Judge it against the number.Not against how it felt.
Example conversation with Marketing
You
I want to test one channel properly. Local trades, £250 a month, eight weeks.
Marketing
Local Services Ads, if they run in your area. You pay per lead rather than per click, which at £250 a month matters enormously.

What success looks like: at your average job of £2,400 and a 30 percent close rate, six leads over eight weeks pays for itself twice over. Fewer than four and it has not worked.

Decide that now, before you start, because in week three you will want to change something and you should not.

Before you spend anything: get five reviews. The ads perform materially worse without them.

Want the review request message?

The number to judge it by was set before a penny was spent.

Play this demo in the Academy

Paste this to NINA

I want to test one marketing channel properly. My business is [what you do] in [where], my customers are [who], and I have [budget] to spend over [time]. Which channel, and what result would mean it worked?

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