How to Test a New Marketing Channel (Without Gambling Your Budget)

Mike Scott

If you’re serious about improving the performance of your content, testing your distribution channels should be a core part of your strategy — not an afterthought.

You might already have a few tried-and-tested channels, but how do you know they’re your best options? Or whether another channel might deliver even better results? That’s where structured testing comes in.

Running well-designed experiments allows you to explore new channel opportunities with minimal risk — giving you the data and confidence to double down on what works and move on from what doesn’t.

Here’s how to do it properly.

Why Channel Testing Matters

It’s easy to fall into a “set and forget” rhythm when it comes to content distribution — promoting every asset through the same few platforms, regardless of content type or audience intent.

But over time, this kind of rinse-and-repeat approach creates waste. You risk:

Spending budget on channels that underperform
Missing opportunities on channels that could deliver stronger ROI
Making assumptions based on anecdotal success instead of actual data

Structured testing helps you:

Discover which channels drive traffic, conversions, or engagement
Improve budget efficiency
Strengthen future campaigns with real insight — not guesswork

The 5-Step Framework for Testing a New Channel

1. Identify a Channel to Test

Begin by looking at your goals. What are you trying to achieve — and who are you trying to reach?

Then ask:

Which channels are your audience already using?
Which channels have you underutilised or overlooked?
Do you have the resources to create content for this channel?

Choose one new channel to test that’s plausible for your audience and aligns with your current capabilities.

2. Develop a Hypothesis

Your hypothesis gives the test direction and helps you stay focused on a single variable.

A good hypothesis is:

Specific and measurable
Based on research or past observations
Easy to prove or disprove

Example:
“If we promote our lead magnet through LinkedIn, we’ll generate more qualified leads than through Facebook.”

Avoid vague statements like “this might perform better” — your hypothesis should include a clear metric so you know whether the test succeeded.

3. Build the Test

This is where you plan your experiment. Key things to define:

Timeline — long enough to gather meaningful data (typically 1–2 weeks minimum)
Frequency — how often you’ll post or promote
Assets — creatives, landing pages, CTAs
KPIs — what you’re measuring (e.g. conversions, clicks, cost-per-lead)
Responsibilities — who’s managing what

The aim here is consistency: run the same campaign across different channels without changing too many variables. This allows for a true comparison.

4. Run the Experiment

Once everything is prepped, publish your campaign and let it run its course.

Monitor for issues (e.g. broken links, errors)
Resist the urge to tweak things mid-test — even if one channel seems to be “winning” early on
Let the test complete naturally for the most accurate results

5. Analyse the Results

Once your campaign ends, it’s time to interpret the data.

Did you hit your goals?
Was your hypothesis correct?
Were the results statistically significant?

You can use free tools like:

Don’t just report the metrics — interpret them. What do the results mean for your distribution strategy going forward?

Even if your test didn’t prove your hypothesis, that’s still useful data. It tells you where not to spend time and money — and that’s just as valuable.

Final Thoughts: Test, Learn, Repeat

You don’t need a huge team or budget to start testing your content distribution strategy. You just need a clear goal, a structured process, and a commitment to using data to drive decisions.

Remember: