Founder and CEO of FiveChannels, specializing in creating brand awareness, traffic and lead gen, marketing funnels, social media and more.
As the marketing world becomes more complex, you’ll need to incorporate data and analytics into your marketing plan, as they can help you understand your customers and how they interact with your brand. This will assist you in making more informed decisions about reaching your target audience and meeting your marketing objectives.
Businesses that use data-driven (personalized) marketing strategies have five times more ROI than businesses that don’t. As the CEO of a marketing firm, many of my decisions are made with analytics in mind.
Defining Marketing Analytics
Incorporating analytics means using data and business intelligence to inform your marketing decisions. This can include measuring marketing activity and performance and also gathering insights on customer behavior. The goal is to better understand how customers engage with your brand.
In marketing, using data begins with adding a tool, such as Google Analytics, to your website. Look for a tool that gathers data about the behaviors of your site visitors. The key lies in analyzing and interpreting this data and applying the findings to your marketing plan.
How To Incorporate Data And Analytics Into Your Marketing Plan
There are various ways you can use data and analytics to optimize your marketing plan. You can start with the following tips.
Personalize your customer experience.
Your customers generate data with their habits. You can use that data—like their browsing behavior, previously purchased items or abandoned carts—to personalize their touchpoints. Use the data to craft and send customized messages to these customers. Business intelligence and data analytics will help you tailor your marketing messaging to resonate with the target audience.
For example, suppose your marketing plan is to use retargeting ads on Facebook or Google Display Network. You can use big data and analytics to determine which customers are most likely to respond to these ads and then send them personalized messages to encourage them to convert.
Inform your SEO strategy.
Business intelligence can help you understand which keywords generate the most traffic. You can use these keywords in your website content and blog posts to rank higher on search engine results pages.
Analytics can also help you track your website’s click-through rate. This metric will give you an idea of how effective your website is in terms of SEO. If your click-through rate is low, it’s an indication that you need to better optimize your website for search engines.
Additionally, data can help you determine which websites are sending the most referral traffic. You can then focus on building relationships with these sources to increase the exposure of your business.
Craft killer content.
You can leverage data and analytics to create content that your audience will love. Marketing analytics will help you understand what type of content gets the most engagement. You can then use this data to produce similar content that will resonate with your audience.
For example, if you’re a business that sells clothes, you can use data analytics to determine which colors and styles are most popular among your customers. Based on this information, you can create content such as fashion tips or trend reports that include these colors and styles. This will engage your audience while also boosting awareness of your business.
You can also use data analytics to improve the quality of your content. For instance, you can track the average time prospects spend on your page. If the average time spent on a page is low, it indicates that your content isn’t interesting enough. In this case, you can use data analytics to improve the quality of your content so that readers will stick around longer.
Boost your social media efforts.
It’s easy to use data analytics to improve your social media campaigns. With business intelligence, you can track the engagement of your posts and their reach. This will give you an idea of which types of content are getting the most attention. You can use this data to produce similar content that will generate more engagement.
You can also track the demographics of your social media followers. Use this information to create more targeted and relevant content. As a result, you should see an increase in the engagement of your social media posts.
Build buyer personas.
One of the best ways to use big data and analytics is to create buyer personas based on the behavior of your target audience. Your data should give you an idea of their needs and wants and help you create buyer personas to guide your marketing efforts.
Leveraging business intelligence and data analytics to create your buyer persona can significantly improve the success of your marketing efforts. Research shows that personas can increase email open rates by two to five times and the CTR rate by 14%.
Accurate buyer personas help you align your marketing tactics with the needs and wants of your target audience.
Leverage data to improve your marketing.
Data and analytics are essential tools if you want your business to stay ahead of the competition. Whether you’re launching a new marketing campaign or optimizing an existing one, business intelligence and data analytics can help you improve your results. Incorporate the above tips into your marketing plan and watch your business grow.
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