Advertiser Focus: Always Be Testing          


The following article is part of a new series presented by Jewish Content Network which will discuss business ideas, marketing advice, and feature new business technologies, in an effort to help small business and organizations thrive and succeed. 

The internet is an unpredictable place. It is powered by people, who are unpredictable beings.

And the one fast rule about internet marketing is that there is no fast rule about internet marketing.

There are best practices, certainly. There is generally good advice.

But just when you’ve think you’ve found the magic rule for how websites should be designed, a website like Lingscars comes along and becomes one of the most successful car leasing businesses in the UK.

You think you have your banner ads covered with your slick modern graphics. Then along comes your neighbor with a garish, epilepsy-inducing manifestation that looks like it just crawled out of Microsoft paint, and gets twice as many clicks as you do.

What is a marketer to do?


The web may be a fickle, transient place, but one of the big upsides is how easy it is to play around. Make mistakes. No one will remember in 20 seconds.

So question everything.

Assume you’re just one tweak away from fame and fortune. Or at least, marginal improvement.

So ask questions and make assumptions. Then test them.

  • “I wonder if I add another pricing tier, if anyone will buy it?”
  • “Blue is the warmest color for banner ads”
  • “I bet writing ‘Buy Now’ will be more effective than ‘Order Today’”
  • “10pm is probably a good time to send this email”

And so on, and so forth.

Until you find your sweet spot. Or rather, continuously trying to define a sweet spot in an ever-changing sea of internet trends and human preferences. Along the way you’ll learn a lot about what your audience likes, and build your own set of best-practices. Which you’ll of course question constantly anyway, right?

The Jewish Content Network makes it easy to experiment with headlines, pictures, and scheduling of your media to find answers to many of your marketing questions. And so, your homework for this week is to come up with a question. And then experiment until you get an answer. And then experiment next week all over again.

Chaim Chernoff is the Chief Marketing Officer at the Jewish Content Network. Always on the lookout for latest digital marketing trends, Chaim aims to help businesses expand their presence and grow their business in the digital world.  Got any marketing questions? Send an email to: