Why Small Businesses Should Challenge Their eMarketing Assumptions

money that you spent targeting users who typed “pens” into their search bar went down the drain because the visitors who used your “pens” keyword were not representative of your target audience-instead they were just visitors who weren’t sure what they wanted.

The bottom line

Before you ratchet your next online marketing campaign up to full speed make sure that:

You’ve done the necessary research on your target audience
You Isolate each of your marketing assumptions
You then Challenge each assumption by testing them against your consumer’s actions.  You can do this by conducting online surveys, by using Google’s Website Optimizer, or by talking directly