Using customer data can help you create marketing strategies that help you work smarter, not harder. The data you need to collect to understand your customers better and create strategies that will help you in your marketing efforts consists of who they are and how they interact with your content across the internet. Using Google Analytics and other data analysis tools can help you to determine how to best market to your customer base, how to get your content seen by more people in your target audience, and how to personalize your communications, increasing brand loyalty.
The best part is that once you set up these programs, you get to sit back and wait for the data to come back to you. If you’re unsure what exactly you should be looking for, Google Analytics provides you with a report that analyzes various data points and presents the information to you in an easy-to-understand manner. From there, you can decide the best way to move forward with the data collected.
Google doesn’t only give you the demographics of the people who use your site, it also shows you how they’re interacting with it. You can see what they call the “behavior flow” to learn how people are navigating their way through your site from the time that they click on to when they leave. Similarly, HotJar allows you to view heatmaps that display what parts of your site visitors are clicking on. Google breaks it down to a more individual level instead of just giving you a big-picture overview.
Social media platforms often have their own form of analytics too. This can help you understand what days and times are best for you to post, what type of content is more engaging, and if your posts are even getting seen by your followers or target audience. You can use this information to inform future decisions on what and when to post.
By using data from both these sources, you’ll be able to create a more unified and complete customer profile, allowing you to understand how to best market to each customer. With customers being constantly inundated with ads, emails, and messages, the marketing experience has to be personal rather than generic. Collecting all this information will help you create an individualized customer experience through personalized discounts, product recommendations, and follow-up messages.
In addition to understanding the customers you serve, it’s important to understand how they came to become customers of yours. Google Analytics and other sites like CallRail can help you identify the traffic sources that led customers to you. Google lets you know if they found you from a different site, a search, social media, or any other way. CallRail is a service that creates different phone numbers that all feed to the same number so they can identify how the caller found your number. We use CallRail for some of our senior living clients, like Harbor’s Edge, to see which site page calls are coming from and help them understand where their traffic is coming from.
These tracking methods help you to determine where your resources and efforts are best utilized. With this information, you can decide to focus only on the most beneficial channels and drop the least helpful ones, or you can try to improve the channels you get fewer conversions from depending on your goals.
Data can help you make informed decisions about your marketing strategies that will be more likely to lead to success than making random changes. Without data, your decisions aren’t informed enough to have a measurable, positive impact. You’re essentially leaving it up to chance if you create a marketing strategy without data to back up your decisions. We use data-driven marketing strategies for our clients to help them reach their marketing goals effectively. If you’re tired of chasing trends without seeing results, let us help you use data to make smarter marketing decisions.
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