Marketing data provide a fascinating insight into your business and its reach, but marveling at this information is not enough. To create impact, marketers need to take action.
Here are five ways that marketers can take data points and turn them into tangible actions and initiatives:
The information from marketing data improves your understanding of who engages with your digital content and becomes a lead. Use this information to improve buyer personas and adjust marketing strategies accordingly.
If your data points show that many of the same people interact with your brand through multiple digital channels, create a marketing strategy that uses these many touchpoints. Try creating a monthly theme for your content across channels, and reaching potential clients with channel-specific content that still ties back to the main theme. Implement automated emails that reach out to potential clients and nurture them through a decision-making process after they interact with content on your website.
Don’t wait for your marketing efforts to magically fall into place. If your data analysis shows it’s time to take action, make a change. Keep collecting and analyzing new marketing information, and your business will learn what worked and what didn’t. These insights can then drive further improvement.
Just as B2C businesses urge customers to collect a full set of whatever they are selling, make sure your business pulls data from every relevant source. If your skip this step for some digital channels, your business won’t have a complete picture of your digital interaction. That missing information could be the difference between a successful campaign and one that makes little impression.
Data from digital ads, posts, videos and more clearly reveal what content engages your audience. Adjust your strategy based on these insights.
Check back Wednesday to learn more about building lead generation through content marketing.
Photo Credit: Kyle Cassidy via Google Images Creative Commons
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