What do data and analytics have to do with purpose? Data-based operations allow marketers to discover purpose-driven messaging that they can tailor to their target audience’s interests and needs. Here are a few ways to do just that.
Taking a look at your organic site traffic can tell you a lot about what your stakeholders value and how you’re viewed online. Do keywords associated with your purpose lead visitors to your site? Or are they only searching for obvious terms related to your products or services? Consider how you can both tailor your purpose to the things your web visitors are interested in, and how you can improve your search ranking for terms related to your purpose.
Use existing data or conduct new research to learn more about the demographic breakdown of your audience and their likelihood that key stakeholders will support you in pursuing your purpose. Redouble your efforts to reach the stakeholders most interested in purpose with messaging that explains why you do what you do. Additionally, consider new ways to engage those who don’t respond to your current purpose-driven marketing messages by communicating your purpose in new ways.
Choose analytics tools that track how visitors move through your brand’s website and engage with the content they find within. Assess how various types of purpose-driven content drive different patterns of engagement on the site. When you understand what types of purpose-focused communication make visitors want to learn more, sign up for a newsletter or download a whitepaper, you can continue to create more content that gets results.
A good handle on the data about your stakeholders and how they interact with your marketing messages can help you communicate your purpose in the most relevant, impactful way. What other techniques do you use to refine your brand’s purpose and marketing messages?
Photo credit: NYC Media Lab via Flickr Creative Commons
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