These days, there’s no such thing as a ‘data shortage’ for businesses. If you want to get your hands on more information about your business, audience, or the industry in general, you have an endless pool of data at your disposal. This is the beauty that comes with the Internet and technology – unlimited access to data and a growing number of tools to analyze it.
For any marketing campaign you have, there’s a set of data that can help you improve it. And we are not exaggerating here. The big data analytics market is predicted to grow from $231.43 billion in 2021 to $549.73 billion by 2028!
Google agrees on the importance of data, too. Their research found that two-thirds of marketers today trust that data makes for better and smarter decisions. Instead of relying on your gut for the marketing campaign, you need to utilize data to form your decisions.
But, it’s not that simple.
With unlimited access to data these days comes yet another challenge – how to collect, analyze, and choose from the data at your disposal. One must learn how to unleash the power of data to make a maximum impact on their campaign.
In this post, we’ll talk about data in marketing and share with you some tips to help you unleash its power.
The usage of data in marketing
Marketing thrives with the right set of data. When you collect, measure, analyze, and finally activate the data you collected to make use of it, you can improve your marketing campaign significantly.
With data-driven marketing, you can achieve the following:
It all starts with collecting the data. When you do this, you need to find a way to analyze and interpret it. Only when you have analyzed data on your hands, you can incorporate it into your existing marketing campaigns for social media, your website, your email communication, etc.
Data removes the guesswork from a marketing campaign. The chances of making profitable decisions are much higher when you base these on actual, relevant information. Finally, data helps you create more personalized campaigns – and we all know how important that is these days.
How to unleash the power of data in marketing
Data is important, but it is only beneficial to your marketing campaign if you:
- Know how and when to collect it
- Collect the right set and amount of data
- Analyze it properly
- Actually, use it!
To help you unleash the power of data and boost your campaign, we came up with some great tips to get you started.
- Send out targeted emails
Email marketing remains one of the strongest ways to reach the targeted audience. But, the success of it depends on who your audience is, what they want, how they react when they open their messages – and much more. How do you learn all this?
Through data analysis, of course.
When you collect data, you can segment your audience. You can create various messages, different for each segment and based on demographics, interests, spending habits, and other information.
Crafting and sending out different emails regularly is time-consuming and complicated, too, but thankfully, there are some great email software solutions these days. One of them is Mailchimp.
If you’re looking for a comprehensive guide to ecommerce email marketing, utilizing the power of data analysis to segment your audience and make the most of email software solutions like Flodesk can be a game-changer. With the right tools and strategies, you can craft and deliver personalized, eye-catching messages to different segments of your audience, boosting your email marketing success.
With the right tool on hand, you can automate email delivery based on users’ actions.
You can create eye-catching messages within minutes instead of hours.
Finally, you can group your audience based on the data you collected and send targeted content to different segments.
- Formulate and improve customer personas
If you want to make your campaign data-driven, you need to start with the buyer or customer personas. Note that we talk in the plural – most marketing campaigns target at least a few different groups of customers.
A buyer persona defines who you target – their preferences, needs, and behaviors. When you have access to relevant data, you can use it to segment your audience and build personas.
This is not a one-time-only process. With every bit of data you collect, you can understand the audience even better and improve the buyer personas you already have. Research shows that buyer personas can make a website up to 5 times more effective to use by your audience.
Not sure how to do this just yet?
Start with the basics. Most marketers these days use Google Analytics to boost their site’s SEO and attract an audience. This tool is invaluable in gathering demographic data and pinpointing your visitors’ behavior on your pages.
Once you have the data, analyze it and use it for the next step – to personalize their experience.
- Personalize the user’s experience
The majority of consumers today – over 65% of them are happier when they find a brand that offers a personalized experience. They’ll be more likely to buy from you, recommend you, and return to your business when they need to make a new purchase.
The best way to personalize their experience is by using data.
When you have the relevant data in hand and have segmented the users, you can start sending them personalized emails or personalize the content on your pages. You can also use Google Optimize to use the KPIs you track in Analytics into opportunities for personalization. Here are some examples of what you can do:
- Show personalized pages to the right users – you can segment them based on location
- Personalize the pages based on the previously purchased products
- Show a different page depending on which website referred the visitor to your website
Simply put, you need to create content that touches your audience.
This is also a work in progress. Creating the content is just step one. You need to follow up with measuring its performance and tweaking the content – or your future writing strategies to better appeal to your audience.
Of course, we are talking about original content that’s relevant and based on research.
- Optimize your PPC campaign
Data-driven marketing can also help you optimize your pay-per-click advertising campaign. Most marketers delve into this today – it’s a great way to reach a wider audience and with the right set of data, you can reach many of your targeted customers.
You can use the data to create advertisements that resonate with your audience. By doing keyword research, you can make your ads easily findable and get them to the right people. Most importantly, data about the customers will tell you who to target in your ads – and how to approach them to grab their attention.
Here is the main type of data marketers use in advertising:
It shouldn’t stop here, though.
It’s not only about the new ads you can make – but the ones you can retarget and improve, too. Use the data you collect to retarget people who changed their minds at the last moment or were distracted from making a purchase.
Every time a person buys from you or communicates with you, they leave important data that you can use for retargeting. This is information that you need to keep secure – and information that you can use to retarget them.
Very often, a person who likes a product will leave it in a wish list or cart and never return to your pages for some reason. With a retargeted ad, you can remind them of the product and brand and convince them to reconsider purchasing your product.
- Partner with SaaS SEO Agency
SEO agency for SaaS businesses specializes in tailoring digital marketing strategies to meet the unique needs of Software as a Service company. These agencies possess a deep understanding of the SaaS landscape and the intricacies of online visibility for such businesses.
A SaaS SEO agency is beneficial for collecting data for marketing by leveraging its industry-specific expertise to identify and track key performance metrics unique to software-as-a-service businesses.
Through their specialized knowledge and tools, SaaS SEO agencies empower businesses to harness data-driven insights that enhance marketing strategies and drive growth.
By partnering with an SEO agency for SaaS businesses, you gain access to a team of experts who can optimize your online presence, drive targeted traffic, and ultimately boost your SaaS company’s growth and success. Their industry-specific knowledge and data-driven approach make them a valuable asset for any SaaS business aiming to thrive in the competitive digital arena.
- Offer better incentives
The market is crowded and competitive. Businesses today rush to impress more people and beat their competition. Knowing this, customers are on the constant lookout for the best opportunities and incentives.
How do you know what will work? How do you know what your competitors offer – and whether the audience likes it? How do you get ideas on what to offer?
The answer lies, once again, in data. When you collect data on the targeted audience, you learn what appeals to them. You can learn what doesn’t too by researching them and your competition.
Would your audience love to get a freebie to test your products before making a purchase? This might just be what they need to finalize their purchasing decision.
Do they expect a free trial for your software product? Your competitors offer it – so why would they trust you blindly?
Special offers and incentives are a great marketing strategy. It’s a way to reach, attract, and retain your targeted audience. But, it takes a good incentive, one that fits the audience, to bring you that final nudge.
Does your data help you do all this?
Chances are, you are already collecting and using data – but have you used it for the right reasons? Has it improved your marketing campaign?
There are many benefits to creating a data-driven marketing campaign and while there are certain challenges to it, if you do it right, it can really pay off. So, roll up your sleeves, start collecting accurate data, and use it to boost your marketing efforts!