Marketing can be a fun, creative department to work in, but when done right, your process will always be driven by data, numbers, and objectivity. Because of this, applying the 'Scientific Method', which most of us learned about in school, can help marketers better understand what they’re doing well, enabling them to make more accurate predictions about what’s likely to work in future.
One important channel where you should conduct marketing experiments is on social media - when conducting a social media marketing experiment, you should choose just one factor to change at a time, such as the types of images you use in your posts or hashtags you apply, while keeping all the other factors constant. This, your independent variable, can then be the subject of A/B tests to find out what works best for your audience.
Just like with the Scientific Method, you then need to analyze the results of your tests, draw conclusions, and improve your marketing as a result. Check out Salesforce's new infographic below for more insight into how to use experiments to objectively market your company better.