Great list of what to think about when choosing a testing tool from Brooks Bell. I like to take a list like this a step further by putting it into a spreadsheet and then rating each option total it up and seeing who wins the math (winner is not always the choice we make). The math is "self assesment" so subject to whim, but better than nothing.
Math helps tease out front runners from also rans. We never make decisions based on such a matrix by itself, but creating an evaluation matrix does cut down the herd. Stats from John Lane at Centerline during this year's Digital Marketing For Business Conference show 60% of many business decisions are made before a prospect picks up a phone.
Not a huge leap to see that stat in real life. Our DIY culture says we form up questions like these from Brooks Bell, see answers from websites and then cut down to the 2 or 3 options we want to hear more from. Couple of things strike me from this new "sales process":
* Organize your website to answer questions like these.
* Share customer testimonials that answer questions like these.
* Create content like this (i.e. helpful to buying process).
* Disrupt the process a little with your content marketing.
That last bullet speaks to getting your firm in the "need to talk to these people" posiiton. Disruptive content is content that is lean and to the point. Examples of disruptive content:
* Sharing BAD reviews (with lessons learned).
* Highly VISUAL case studies.
Disruption should play on convention but move convention to a new level. Case Studies is a good example. Everyone has them, but few have GREAT and disruptive case studies. Most case studies drone on about the problem and the solution (BORING).
What if your case study took a cimena verte approach with quick edits and great music (might suck but might not). What if your case studies were happening NOW (think an interactive infographic with stats from something happening TODAY)? What if your case studies were who done it mysteries? All of those "disruptive" ideas might stink, but they are worth testing.
Brooks Bell's 20 Questions to ask when considering a testing tool is great content marketing. What if you took a list like that and made it come alive with real time wiki-like updates and review the reviewer ratings, a leaderboard and some social capital on the table? Content that pushes the envelope can fail miserably. Content that doesn't push the envelope is guaranteed to fail miserably.
You get in the room when your content is different enough to provoke the, "We need to talk to these guys," response. The line between "talk to" and "avoid" is thin so be careful but disrupt.