Data is everything for any modern-day business but how many businesses actually use that data to good effect? Data generated through customer interactions and transaction histories is often never used, analysed or assessed. Adopting a marketing plan driven by data is the best way to take your business to the next level.
Why should your Digital Marketing Strategy include data-driven marketing?
Marketing driven by data will help you understand how to reach your audience and who they are. Insights from data shine light on your target audience, and you save precious time and resources trying to reach out to a section of people who are not interested in your product/service and will never buy it.
The more you understand which of your consumers are buying or likely to buy your offerings, the better your marketing efforts become. You can create content that is targeted at them.
So, how should you incorporate data-driven marketing into your digital marketing strategy?
• First things first, look at the data. If your business has taken up any sort of paid marketing in the past, you will have some data to bank on. Have a website? There’s bound to be Google Analytics then. Look at the data generated to get a broad idea of how your past customer engagement. This could be on social media as well.
• It’s time to throw in some tools. In the absence of a framework or a set of tools, there’s no context to the data that has been generated. So, add some tools to your repertoire, apart from the ones you have already. How about a content marketing platform, a content analytics tool or social media monitoring tools.
• Do you have your objective for your data-driven strategy in place? Ask yourself why you want to take up data-driven marketing in the first place. Is it to increase brand awareness or sales? Do you want to increase sales on your e-commerce site? Identifying your goals will help you understand your audience and also create campaigns. Data and analysis helps you segment you audience so you can have the right call-to-action content in place.
• Generating data is all fine, but tracking it matters. Get the experts to help you with the right tracking technology. Every business needs a good customer relationship management or CRM tool. Also if you have a website or if you do some sort of digital marketing, you should make sure your do split testing on the landing pages. It is best way to assess and increase conversions and lower bounce rates.
• Integrate all the data to get a holistic idea of your customers. This means customer data from different systems need to be collated so you sales and marketing teams get to see the big picture. Integrating all of the data into a dashboard or a tool can help your marketing team to create more customized content.
• Create compelling content. This is at the core of all your marketing, isn’t it? Use the data you have to create content that is engaging to the right customers or potential customers. Identify topics that data has shown interests your audience. Also, use social media and other channels to good effect with the compelling content you have.
A data-driven marketing strategy cannot function in silos; make sure you have a team that cuts across the various departments in your business. You need to bring in a culture where everyone embraces insights from data to stay competitive and provide an enriching e