Whether you gather the data but don’t analyze it or you simply don’t gather it at all, in 2017, you should be analyzing data and incorporating it into your marketing process.
Failing to do this puts you 5%-6% behind in performance of companies who do.
Take your marketing process to the next level with the analytics you need to get the job done. Here’s everything you need to know about data-based marketing.
Gathering data can but doesn’t have to be an overwhelming and confusing experience.
There are plenty of tools you can use to get valuable data about your business’ and industry’s online performance.
When a person clicks on your ad, sweepstakes, or even your website from Google (or another search engine) they will land on your website.
Once they are at your landing page, what do they do?
Perhaps they’re there to buy the product advertised on the previous page. Or maybe they just want to find your phone number.
The point is, without analyzed data, it appears to you that this potential customer could for literally any reason or any button at your website.
Using a heat map tool allows you to see what most people who are visiting a certain page on your site are doing once they get there.
If it seems most people are using the menu, consider making changes to your menu display to be immediately apparent and therefore user-friendly.
Your business should have a few social media profiles.
This provides you with a direct line to and interactive experience with your customers.
Using social media analytics tools provides you with data about your business’ performance on social media. You can take it a step further to show you how your business’ performance compares to similar businesses in your industry.
This gathering data strategy probably looks familiar to you, and old one but a good one.
When you ask your customers to complete a survey or poll, you won’t get as much data as you would from the two previous options.
What you do get is a larger human element in your data. With this data gathering strategy, you can learn that your customers are doing something with your product, brand, and online presence as well as why directly from the customer.
Incorporating all three strategies will benefit your small business marketing process.
To make sense of and use the data you’ve collected successfully, you should collaborate with marketing analysts and understand the information they deliver to you.
Collaborating with analysts is invaluable to your marketing process.
When you collect data with heat maps, social media analytics tools, surveys, polls, and other tools like SalesForce, CrazyEgg, and Google Analytics you’re going to end up with a great deal of information.
So much information that unless you have experience analyzing, the data you’ve gathered will make little sense. And what benefit is that to you?
The marketing analysts you hire will make sense of, or contextualize, the data.
Now it’s your job to understand the simplified data your marketing analysts have given you.
This means when you have questions, regardless of how silly or basic you believe them to be, you need to ask them.
Once you understand what you’re working with, you will know which direction you need to take: how to incorporate this simplified data into your marketing process.
Successfully incorporating your business’ data into your marketing strategy means improving the growth of your sales as well as other positive effects on all of your key performance indicators.
Let’s have an example.
Maren Escobar has owned a candle-making company, Wickèd Candles, since 2012.
Her company produces a variety of candles.
Trees, roses, and pumpkin candles for Christmas, Valentine’s Day, and Halloween as well as votive, silhouette, wolves, and pine cone candles. Anything you could think of!
Her marketing budget is committed to print and some radio advertising. Wickèd Candles has a Facebook page, but Escobar knows the tide has turned and that more of her marketing time and money should be spent online.
Escobar hires an internet marketing agency and grasps as best she can search engine optimization (SEO), search engine marketing (SEM), social media, and analytics tools.
In implementing this new marketing process, she modernizes her website. Now it’s intuitive for visitors.
She also tries some new tactics on social media, primarily interacting with prospective customers and uploading videos.
Wickèd has Facebook, Twitter, and Instagram profiles now. Escobar sets a goal to interact with 15 users a week with intent to see how her company’s online performance changes.
To interact, she searches tags related to her industry and business and comments on, retweets, and likes some of these posts. She also uploads short videos, no more than a minute long, showing behind the scenes (BtS) of how her candles are made.
She does this for two months. Through her social media notifications alone, she’s noticed an increase in traffic and engagement. She wonders if this traffic and engagement traveled to her main website, too.
She gets in touch with her marketing analyst. He gives her simplified data about Wickèd’s online performance.
This is exciting! She’s broadening her customer-base and making relevant and fun content for them.
To tackle the online sales issue, she decides to make a contest. She informs her social media followers and leaves a link to the contest at her main site.
At this landing page, visitors can enter to win the contest and get a look at Wickèd’s current sale items. Escobar successfully incorporated the simplified data into her marketing process.
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