Using data to drive your marketing efforts will help you make better and more informed business decisions. The decisions, based on cold, hard facts will likely see you achieve far greater results, and faster too.
Most successful businesses will admit that making data-based decisions will always trump guesswork or intuition. Because data doesn’t lie, and understanding how to use it to inform your business and marketing strategies is critical.
However, there are lots of other benefits of using data to help create a water-tight marketing strategy, and using the data you’ve collected to help you in all the below ways, means you are getting the most out of it.
Data and your target audience
Gathering data that reveals insights about your target audience will help you gain clarity about who they are and what they want. Gather insights from your CRM to help inform your ability to predict what your customers will do next. Understanding customer behavior can help you market to them more effectively. The result is that your marketing campaigns will reach the right customers with the right message at the right time.
Data and connection
The better your business can connect with potential customers the more likely they will buy from you, and continue to do so. Creating a connection helps to build brand loyalty. Gathering data from media, your social platforms, and channels, and devices will increase the number of opportunities you have to create impressive bespoke customer experiences that feel unique and tailored just to them.
Data and promotion
Gathering data can also help you understand which are your optimum channels for promotion. There is little point in creating slick marketing campaigns if you release them on channels where your audience isn’t. Use data to reveal your target audience's preferences and discover where they are hanging out to make sure that when you do reach out to them, you’ll find them.
Data and personalisation
Generic marketing messages are rare well received. The more you can personalize a customer’s experience, the more likely they will feel that connection to you and be inspired to find out more. Customers dislike seeing irrelevant content from brands. Gathering data from their previous interactions should reveal what they are looking for and what they are interested in. Tailoring your messaging to match their expectations will secure a much higher ROI.
The payoff from focusing on data first is enormous. By using data to inform your decisions and strategies, you should see an increase in customer loyalty and satisfaction, have a better ability to widen your reach, and outshine your competition.
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