Anybody in the marketing world will tell you that data-driven campaigns are the best way to increase the visibility of your business and generate high-quality leads. Every time a customer interacts with your business, you collect information about them, so you are sitting on a mountain of detailed data about them, which you can use to drive marketing campaigns. Managing and using data correctly has a lot of benefits in business and if you are not taking advantage of data in your marketing campaigns, your competitors will soon leave you behind.
If you are about to start developing your first data-driven marketing campaigns, these are the key steps that you need to take.
Determine Your Goal
First things first, work out what you are trying to do with your campaign. This is an important step in all marketing campaigns and data-driven ones are no exception. Are you trying to bring more new traffic to your website or are you targeting existing leads? Do you want to focus on promoting a new product or boost sales of old ones that are starting to stagnate a bit? Without a clear goal for your campaign, it’s impossible to determine what data you should be looking at.
Gather The Necessary Data
Next, you need to gather all of the necessary data. Start with your first-party data, which is data that you have collected on your customers. This includes things like sales history, interactions with customer service teams, activities on your website, and customer surveys. This is a great way to learn more about existing customers. However, you may feel that you don’t have enough data for your campaign just yet, so you should consider buying third-party data from other organizations. This is a brilliant way to gather information about new customers and build a more in-depth customer profile.
Analyze The Data
Once you have gathered all of the data, you need to start the difficult task of analyzing it all so you can draw useful conclusions and use that information to direct your marketing campaign. If you don’t know where to start, it may be best to work with a digital marketing agency that specializes in data-driven marketing campaigns. The sheer amount of data that you have to sort through can be daunting and many people don’t know how to translate that into a marketing strategy. Calling in a third-party with more experience in this area will drastically improve your chances of success.
Implement The Campaign And Measure The Results
After analyzing the data to determine how best to approach your customers, it’s time to implement the campaign. At this point, it’s crucial that you measure the results of your marketing efforts and see whether they translate into increased sales or an influx of traffic to your site. Look back at your goals for the campaign and see whether you are meeting them or not. Unless you measure your campaign, you can’t tell whether you are seeing a good return on your investment or not. If you find that it’s not working, take a step back and rethink your approach instead of putting more money into a campaign that isn’t getting results.
Follow these basic steps and you can develop a data-driven marketing campaign that gets to the heart of what your customers want.