Are you experiencing a shortfall in your marketing efforts?
Well, you might be lacking an evolved marketing approach to tackle modern customers, whose lives are completely intertwined with the digital world.
Recent years have seen a drastic shift in the marketing world with the massive consumption of digital spaces. If your business is still lingering around the carcasses of the old-school marketing approach, there is no doubt of impending doom.
So what’s next, or rather, NOW? If that’s what you are wondering, then the simple and impactful answer is – Data-Driven Marketing.
With big data by your side, there is no question of going blindly into marketing. Data helps you nourish your marketing tactics with deep insights into your customers and their purchase journey.
Big data analysis equips you to market efficiently by giving you clear-cut answers to questions that you have to have answers to as a marketer in 2023.
For example, who are your customers? When are they making a purchase? Why are they purchasing specific products? Where exactly are they making the purchase?
Instead of relying on vague assumptions and curating shotgun strategies, this will aid you in defining your Ideal Customer Profile to establish the right kind of rapport with your potential customers through specific channels.
Take a different tack to become a more data-driven marketer with these tips.
1. Set your Marketing goals
You need to have a fixed goal for your campaigns to be successful. Marketing initiatives can be fruitful only when you have a clear intent.
Make sure you have fixed goals and clear KPIs. This will not only help you leverage data in a better manner but also help you measure the impact of your campaigns at each stage.
Tracking progress and critically analyzing the loose ends of your marketing efforts are just as important at every stage of progress. Keep an eye on your campaign goals and make the necessary changes to bring better interaction and success to your campaigns.
2. Go beyond first-party sources
While looking for data to analyze your customer trajectory, do not rely solely on first-party data. There is a high chance that you might miss out on intricate nuances that result in biased standards.
What you can do instead is check out credible third-party data vendors like Avention Media, TargetNXT, DataInfoMetrix, etc. They will curate the data according to your specific requirements.
This will help you have a holistic view of your customers and understand the nuances of their interactions with your brand. Going ahead in such a way gives you a thorough understanding of your customers and their behavior patterns.
3. Segment your customers for independent variables
Instead of blatantly going by random data sets, segment the data according to your requirements, for example, demographics, geographic location, psychographics, purchasing behavior, and many more.
Such segmentation will give you a deeper knowledge of your prospects. You will then be able to develop a targeted marketing strategy for each segment.
As segmented data will give you input into which channel to utilize, which market to target specifically, and a lot more, it will, in the long run, improve resource allocation, customer retention, etc.
4. Use your Competitors' Resources
Treat your competitors as resources rather than enemies. Since they are competing against you, their target market will be the same as yours. If they are able to catch the audience’s attention, ask yourself, “Why?” And if they are not able to do it, then ask, “Why not?”
Collect data on your competitor’s marketing tactics, including the content strategy on their websites and advertisements, and understand your customer expectations, preferences, needs, and behaviors.
This will help you identify potential gaps or areas for improvement in your own branding strategies, and you can gain insights into what is working well in your industry.
5. Customize for your Customers
Data gives you a deep understanding of who your customers are and what their expectations of your brand are. Now it’s your responsibility as a marketer to utilize the data appropriately and come up with strategies to reach them efficiently.
You have to know your customers personally to the extent that you can predict and introduce them to your products and services exactly the way they would want to buy them.
This will assist you in providing potential clients with personalized, individual experiences by reaching them through their preferred form of content, channels, and medium.
6. Data-Driven Content Strategy
What would more positively impact on your organization is, depending on genuine factual data for content strategy rather than wasting your resources and time on unproductive content generation.
The data at hand will give you insights into your prospect’s pain points. You need to leverage these pain points and come up with perfect solutions for their problems in the form of your products.
This negotiation with customers happens virtually in the digital space when your potential client feed on the content that you have created from the product front. Make sure it’s the kind of content that sticks with your ideal audience with their dwindling attention span.
7. Never forget your end goal—Lead generation and Revenue.
Often neglected, yet the most important tip is never to forget your end goal in data-driven marketing. It’s easy to get caught up by all the complex metrics, strategies, and campaigns but as a data-driven marketer, you can never take a chance.
From initial awareness, all the way through the purchase, each interaction with the customer should be rooted in the goal of generating more qualified leads for your brand. Your end mission as a marketer is to generate more leads and increase your conversion rates to bring about enhanced ROI for your brand.
Never lose sight of your ultimate objectives. Constantly remind yourself of your end goal and ensure that your strategies, campaigns, and metrics are all aligned to achieve tangible business outcomes.
