It’s all in the data
We talk a lot about being consistent, being present, being relevant and all that “buzzwordy” type stuff in our blogs and when talking to clients, but, how do you know WHAT to be consistent with and why?
This is where the data comes in. If you are putting time, effort and money into your marketing, you MUST be looking at your data to help guide you in your decisions.
When you first start out, it can be quite difficult to know the where’s, why’s and who’s of your ideal customers (we’ll do a separate blog on this!) but, once you have started some activity, we can really drill down into your data to see what’s working and what’s not.
So, how do we get that data to start with?
Luckily for you, pretty much every platform has analytical tools that can help you pull the data you need. Use this data to your advantage and make sure you keep track on a regular basis so you can see trends. (Most schedulers have a section that will collate your social media data into one handy sheet for you). For other forms of marketing, you may need to track this manually (i.e. by asking clients where they heard of you when they call in).
It might sound boring but, if you want your marketing to work for you, it’s an absolute must.
So, now you have your data, what do you do with it?
1: Keep an eye on your demographics
With social media, this can be a fairly straightforward thing to track, it’s really helpful to know and can help you to tailor your marketing to suit those you KNOW will buy from you.
If your data is showing that mainly men, over 35, with a keen interest in fitness are already buying and engaging, adapt your content to suit those individuals. When you create any type of marketing content, writing specifically to a target audience is what really drives results.
Start broad and then refine as you learn more about your audience, do this on repeat and you will have a really well tailored marketing strategy that delivers.
2: Is time on your side?
With any kind of marketing, WHEN it is delivered can be absolutely key to a successful campaign. Think about your target audience and when they are most likely to be on certain platforms or engaging with certain forms of media.
When you start out, this can be a little difficult to get right and can be more of an educated guess than based on real data.
To get this right, you need to test out different times over a number of weeks and months. As you have probably heard us say before, sticking a budget to something and expecting overnight results, just doesn’t work when it comes to marketing.
It is a long-term investment and will deliver return, so long as you follow your data, refine, improve and adapt.
Once you have discovered the best times for your business, put more budget, time and effort behind content that is being delivered at those times to drive better results.
This isn’t to say you should stop testing, however. Buyers behaviours change and so, it is still really important to continuously test and refine your efforts.
3: Is social media king?
In short, not always! Now, don’t get us wrong, we LOVE social media and it works so well for the majority of businesses. However, your data will tell you where most of your leads are coming from and you should listen to what the data tells you.
Of course, if you don’t put any effort into social media, then you obviously won’t see any return! Make sure you have tested all avenues fully, before you decide which platforms to switch off and which ones to put more effort into.
Don’t just be present on social media because you’ve been told it’s something you have to do. If you don’t have the time to make it work, it’s just not worth doing. Instead, focus your efforts on what your data says works or… hire someone that can put effort into your social media for you! *wink, wink*
4: Show that you care
The whole point in marketing is showing your target audience that you care about them and have the solutions to their problems.
Using data to identify problem areas of your target audience is an absolute must and will help you create cracking content that delivers pre-qualified leads.
If you know what their problems are and how your product and/or service can resolve them, that’s what you need to communicate and communicate well.
5: Where are they all going?
If you’ve done any paid for ads at all or you have been monitoring the traffic to a landing page or website, you may have noticed that you get lots of traffic coming through, but then they drop off, never to be seen again!
This leads a lot of people to believe that their campaign didn’t work, but, it is far more likely to be the last leg of the user’s journey that lets you down.
Let’s go back to our data, monitor when and where you are losing users. You can pinpoint this by using Google Analytics and use the data to rectify potential issues at different points along the sales process.
The most common problem we see is that your calls to action are not clear enough. People like to be guided through their buying process and told what to do and when. If your landing page doesn’t have clear CTA’s, they will likely just leave.
Another common issue is that your website copy doesn’t match your advert. For example, you’ve written your ad copy around advertising marketing courses, and the landing page you send them to goes straight to an all courses page where they have to search through other content. This will mean reduced conversions as people don’t want to have to look for information themselves! – we’re a lazy bunch.
So, are you using your data wisely, a little bit or not at all? There are so many things that data can tell us and it really is important to monitor, refine and improve upon your marketing efforts by following your data.
Want some more guidance? Give us a shout!
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