I was pleasantly surprised to be quoted in the highly respected journal of marketing research, “Marketing Sherpa“.
SUMMARY: Gain customer insights with customer research even if you engage in no A/B testing. Yes, A/B testing is a staple of modern marketing. But what if you don’t have the traffic, resources, or technical support to run statistically significant tests? Or maybe you just want to understand your customers on a deeper level – beyond the numbers. While A/B testing with a statistically valid sample size is the gold standard, you can get meaningful customer insights without running an A/B test. Here’s a step-by-step approach to uncover customer insights – no split test required.
How did this happen? I subscribe to a twice daily email from HARO (Help a Reporter Out). Getting quoted in Marketing Sherpa feels like a coup – and it’s something every business owner can do to raise their credibility profile. Here are the simple steps:
1) Subscribe to HARO
Read the twice daily emails. It probably takes me about 5 minutes each day. The emails are set-up to make it very easy to scan and see if there’s something that you have knowledge about. There’s an index that has anchor links. So you can simply read the requests you’re interested in. And a “back to top” button that saves scrolling.
2) If you might be right for a request, you submit for it
When you see something you might be right for, you click the link and read the submission. Each request has a topic, an email to submit, and specifics about what the reporter, podcaster, etc. is looking for.
It’s important that your email complies with exactly what they’re requesting and why you’re the best person for this article or podcast.
And then you wait. Remember that there are a lot of people competing to be quoted in the media.
I think I get a reply from about 1:10 submissions. And of those replies, I get quoted about 1:10 times. So it’s a numbers game. But all marketing is a numbers game.
And this one paid off! So, when a prospective client or someone looking to hire a speaker goes to my Media page – they’re going to see this blog post with a link to the article that quoted everything I wrote!
Most times it’s a sentence or two, but this time it was an entire section. I’ve kvelling!
