We’re constantly writing about approaches you could take to make the most out of your data. But, as we’ve noted lately, there are usually large gaps in many marketing strategies between understanding the need for data and actually using it. In this post we’ll give a few tangible tips you can use to start a data-driven content strategy. Right now.
- Have a vision and a goal. Pretty much every blog entry on marketing strategy talks about the need for a goal or mission – so we may be treading on much-discussed ground, but that just simply underscores the importance of having a goal. If you don’t know what you want to get out of your data, you’re going to fall back on simply implementing a bunch of nifty technologies…for technology’s sake. And while new technologies are always fun to learn, that can sometimes simply mean more data piling on your desk with nothing to gain from it — no intelligence behind it. So why not start by taking stock of the technology solutions you have and see if you can get what you need out of them, before adding more.
- Be clear about your customer interactions. How could customers come to your website? Where else would customers interact with your brand. Through online ads? Social media? Press releases? Your blog? How many times do they visit before they purchase, on average? And how can you make sure that, once you get someone to come to your website, they actually come back? These are all questions you should be clear about when reviewing the numerous ways customers can interact with your brand and products. When you map the customer journey from first impression through to aftermarket relationship, you can identify if you have all the data you need to make the most of this cycle – or identify what more you need to improve customer acquisition, spend and retention.
- Organizational strategy. Especially critical if you work in a larger organization, or one hoping to scale, ensure that any technology solutions you select are done with other departments in mind. For instance, you may well want to share information with your product or development teams. In addition, you’ll get brownie points with management if you enact strategies to adhere to policies such as those pertaining to data compliance. Build with maximum flexibility from the start.When you map the customer journey from first impression through to aftermarket relationship, you can identify if you have all the data you need to make the most of this cycle…
- Create personas. Personas can help your marketing and product staff track who they are selling to and creating for. While you should avoid assuming too much, using data from an analytics tool such as Google or Clicky, augmented with your email data, you can find out quite a bit about who your customers and website visitors and what they want.
- Do something about your data. Automated technologies, such as automatic tweets thanking new followers, or automatic emails when a customer has completed a trigger such as subscribing to your newsletter or making a purchase, are a few of the ways that you can do something with your data – now. Nothing is easier than creating a “thank you” email or tweet or other message.
When you map the customer journey from first impression through to aftermarket relationship, you can identify if you have all the data you need to make the most of this cycle…
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