By Abdul Mondal
With the rise of data analytics, companies are now using real-time analytics insights to improve their digital marketing campaigns. Data collection helps them understand their audiences, particularly their preferences. This way, they can create more effective and personalized content for their target audience.
However, even if a business collects data from various platforms, sometimes, they don’t succeed. This can be because they’re focusing on the wrong metrics or not using the correct set of metrics properly. This results in wasted time and resources and low return on investment (ROI) on ad spend.
As such, for a comprehensive data-driven marketing strategy, it’s essential to partner with a content strategist, especially someone with expertise in developing user generated content for businesses. You can also partner with a web developer who can help you optimize your website traffic and conversions. In doing so, you’re creating an effective strategy for campaign development that generates high ROI.
The following is a list of tips for making a successful data-driven marketing campaign:
Decide A Goal For Your Next Campaign
The success of any campaign starts with a well-defined goal. This can be any of the following:
- reducing shopping cart abandonment
- driving website traffic
- boosting customer satisfaction
- enhancing brand awareness
- increasing lead conversion rates
- generating a higher market share
Identifying these goals allows you to determine what strategies and tactics to develop to run your campaign. More precisely, it helps you figure out the right metrics to monitor so that you won’t waste time collecting irrelevant data about your customers.
Understand Your Target Audience
Your target audiences are the primary consideration when developing your campaigns. This is because they’re the ones who want to react to your content. When you understand them, reaching out to them is easier as you’ll know where to initiate engagement with them.
You can do this by conducting market research. This includes collecting data about consumer demographic (e.g., income, age, and gender), motivations (e.g., preferences and dislikes), and behaviors (e.g., habits and purchasing history). For instance, you can look at visitors’ actions on your website. You can review their sales histories, including the most-purchased items.
Then use predictive analytics for customizing customer profiles and predicting behavior through reviewing patterns. You can set your digital marketing campaign’s tone, language, and voice from there. In addition, you can modify the positioning of your offerings depending on their priorities. This encourages your target audience to engage with your content, helping you achieve your marketing goal.
Choose The Most Engaging Marketing Platforms
Once you already know the preferences and behaviors of your target audience, proceed with selecting the proper digital channels. This step is about determining the online platforms that consumers use most frequently.
For example, your audiences might spend most of their time on social media channels, like Facebook, to engage with memes. Or they may interact with your short-form videos on Instagram when you partner with influencers. There are also instances when you attract web visitors by publishing informative blogs on your website, helping you attract organic traffic.
After collecting these insights, start being more present on those platforms. This means you’ll prioritize those channels that produce more engagement rather than implementing all available channels simultaneously.
Start Developing Campaigns
Now that your data collection shows which digital channels are the most engaging, it’s time to develop marketing campaigns. Here are some of them:
- Develop Retargeted Ads for audiences who recently interacted with your previous campaigns. For instance, those users who clicked on your Facebook ad were directed to your e-commerce store. However, they only viewed it without action before closing the page. It often happens when they don’t think your offerings don’t fit their needs or the pages aren’t loading.
With ad retargeting, you recapture the interest of these online users, encouraging them to reconsider your offers.
- Send Behavior-Triggered Email Campaigns to remind shoppers to proceed with cart checkout. Similarly, you can do this for loyal customers, prompting them to revisit your e-commerce store and check out your latest offers. You may even add special discounts for those who haven’t visited your site for over a month. This way, consumers recall your brand while feeling a sense of urgency in buying from you again.
- Tailor Content Based On Common Pain Points by offering them a resolution. For example, you may learn from your market research that consumers are wary when purchasing products due to longevity issues. Likewise, they prefer more affordable options as they have budget constraints.
In that case, consider producing content highlighting your offers’ quality and affordability. This encourages them to complete their purchase without having second thoughts about its reliability or price tag.
You can achieve your digital marketing goal by considering these three campaign strategies.
Summing It Up
With the help of data, digital marketing campaigns are becoming more tailored to target audiences. And as an entrepreneur, it’s best to have strategies to use all your data insights effectively. You can do this by partnering with a digital marketing agency that can help you craft data-driven campaigns. This ensures you can find the most engaging channels rather than having a presence on all available online platforms. That way, you’re concentrating on the most profitable ones and encouraging target audiences to proceed with their purchasing decision.
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