Five ways that data can boost your marketing
Successful companies get to where they are by hard work and persistence (as well as a little luck), and nowadays, by using business intelligence tools. Smart use of data has a lot of advantages to offer – here’s six for a start.
Reduced marketing costs
Marketing costs money, and while it’s an essential part of the company budget, it can be hard for the marketing manager to stay within limits and achieve the right ROI. Using data can help marketing staff to understand the information they’re using, saving time and money.
A good example is blog content, which costs money to produce. If you’re sending several blog posts a week to various channels and sites, it’s helpful to know which posts perform best, in terms of views and lead generation. You can focus more on subjects and styles that get results and ignore the ones that don’t.
Find what your competitive advantage is
With business data you can see how you stack up against the competition, area by area. In this way you know which aspects of your performance or your website to improve and which new demographic to target next.
Personalise lead development
By finding more out about your audience, its gender breakdown, its occupations and locations, you can tweak your adverts and emails so that they “speak” to each person specifically. By meeting needs more fully you can increase your conversion rate.
Make better content
Content rules any marketing campaign – it has to be relevant, interesting and informative, no matter what line of business you’re in. Knowing your market and its wants, likes and dislikes enables you to create targeted content that draws in readers and converts them.
Over time, some customers leave your client pool and even though they’re replaced by others – your “churn rate” – why not try to retain them or tempt them back? Your business data can tell you why they left so that you can develop ways to bring them back in.
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