Art and Science Part 4 – Using The Data For Good
If you’ve been keeping up with our Art and Science of Finding Customers series, you should now have a good idea of who you are targeting, and how to speak with them. Last week, you were able to figure out if the people you identified in part 2 were your actual target customers, and that the messaging you have originally been using was wrong. Oh yeah, we covered that in part 1, if you recall.
Now what? To put it simply: the world is your oyster. You now have the power to make informed marketing decisions, but where you want to begin can be a bit daunting. Here are some good ideas to get you started, and once you get the ball rolling, it should be pretty easy to move the needle on your marketing initiatives.
You now know where your customers are, and what channels they are using based on your rounds of testing. This will help you in a few ways, but the biggest one is being able to segment out your marketing budget and stop spending money like an idiot. You probably figured out that the magazine ads you’ve been running are doing absolutely nothing, and that your customers are actually on Facebook. You might find in this phase of using the data that some of the channels you have are completely unnecessary like Foursquare — this would be a good time to focus your efforts into what you know works, and you have the data to prove it.
You’ve already gotten the hard part out of the way which is figuring out what is compelling your customers to click, so a great place to start with your new knowledge of your customers is to optimize your campaigns using landing pages that speak to the target audience. You can fill that out with the messaging that worked for the drivers you have identified. When you make landing pages that speak to your targets, make sure you include a way to get them into your sales stream.
Fixing What You’ve Got
Another quick change you can do based on your feedback is to refresh the copy on your owned and earned channels, such as your Facebook page and website. Changing out the copy to the messaging that worked in your testing can be a great way to help your marketing efforts, and maybe boost your SEO success.
We’ve been in digital marketing game for long enough that we’ve seen or used the stock image on your website before. It’s not working for you, and chances are it was just filler creative in the first place that you probably forgot to change out. Take a look at what creative your audiences reacted the strongest to, and make changes based on them. And please, ditch the stock images if you can.
Everyone likes to earn more money, and now that you’ve tapped into who your customers are the skrillas should be rolling in right? Er, well…Kind of. You now have the tools at your disposal to help grow your customer base, and through audience insights, you can keep expanding the targeting to the vast unknown, but just make sure you have a way to get them to convert and into your sales stream.
Evolve or Die
So, once you start using your data to your advantage you’re done, right? You can set it and forget it, and perhaps take a nice long vacation while you watch the money flow in, right? WRONG! One of the biggest mantras at CleverFunnel is to test all of the things because if you aren’t testing something, you might not be doing the best you can. Your customers’ needs and wants can change periodically. Think about it this way: are you the same person you were a year ago? Two years ago? Probably not. Because the way the marketing world works is always changing, you’re likely to see a progression of wins and an eventual drop-off. We suggest testing messaging as much as you can and as often as you can, to make sure you really knock it out of the park.
Your first round of findings might have opened your eyes to how you should be doing your business as a company whole. And if you’re lucky, it’s an a-ha moment to be able to make actionable changes. Of course, if you’re still looking at your data without any idea of what to do next, drop me a line. I’d love to talk.