Social selling is part science, part art form. This means that you need to experiment a lot before you'll hit on a successful ad campaign. You may hit upon some successful ones on your first try, but that's not the norm. In this bonus module, I’ll cover how to test the effectiveness of every phase, and how to approach troubleshooting.
But before you get started, you'll need to know some of the groundrules for effective problem solving in business:
- Don’t look at your insights every day, that information is too granular and too young to be of any use. Pick a day of the week, the same day, same time, to look at metrics. If you aren't able to do it weekly, then once every couple of weeks, or even every month is enough as best practice.
- Give yourself about 2-3 weeks for you to have enough data to see a trend upwards or downwards based off a specific activity.
- If you see an upwards trend, don’t make any changes – keep it going.
- If you see a downward trend, or no change, don't jump to the conclusion that the activity itself was the issue. There are a lot of micro steps in each activity that could be the problem, which is what this module is about. Don't throw the baby out with the bathwater.
- Head back to the appropriate phase for that content and review the instructions. Make the changes moving forward and start the 2-3-week cycle again.
Keep in mind that this can be a long process. The sooner you have a clear vision of your audiences pain point, the solutions your product offers, and the language to connect with them, the faster your ads will be effective at conversion.