There are a million moving pieces to any given marketing campaign.
Coming up with ideas. Gathering creatives. Analyzing results.
And it’s that last piece of the puzzle that’s so important for marketers today.
Sub-par marketing campaigns often come as a result of businesses failing to learn from their mistakes. On the flip side, many campaigns underperform because businesses can’t make sense of what’s going right and what needs some fine-tuning.
If you’re tired of second-guessing your marketing campaigns, perhaps it’s time to take a deep dive into the data already available to you.
Whether you’ve totally crushed it in the past or are struggling to connect with customers, chances are the insights you need to convert leads and prospects is already available to you in some way, shape or form.
To help you understand how to make better marketing decisions, we’ve highlighted the tactics and tools modern brands use to win customers. No matter what you’re selling or the size of your business, these tips are all fair game.
Empower Your Data Analysts
First thing’s first: you need to make sure that anyone analyzing your business’ data has the tools that they need to succeed.
Marketers need to be able to gather as much data as possible from past campaigns to help understand what to do in the future.
For example, do you know which of your calls-to-action convert the best? Do you know the best time to send your marketing emails? What’s your top-performing ad to date? When these answers are at your fingertips, you can roll out new campaigns with peace of mind.
Additionally, metadata management tools make it so much easier to recall and reference the information the very same information you need. Having all of your numbers in a single, searchable spot can save you serious time versus scrambling for reports.
Look into Your Customer Insights
In terms of valuable information for your ad campaigns, look no further than your own customer feedback.
Businesses are hungry for ratings and reviews for a reason. They’re not just a pat on the back: they’re a goldmine of business intelligence.
Think about it like this: when someone leaves feedback, whether it be negative or positive, you have actionable information in front of you. You don’t need to second-guess how your customers feel when they’re telling you directly.
Want to know what people love about your products? What they’re not so crazy about? Translating review data into insights means finding trends in your reviews such as keywords and sentiments that you can advertise to future customers.
Conduct Ample Competitor Research
Competitor activity directly impacts your own ad campaigns. Whether it’s messaging or timing, you need to be in tune with what your competitors are doing to drive traffic and clicks to their promotions.
For example, take a look at SEMrush’s competitive analysis strategy which involves content analysis, keyword research, and audience segmentation. Businesses need to go beyond surface level research if they want to stand out from the crowd. Again, this speaks the need for in-depth data analysis.
React to Real-Time Customer Behavior
Not all of your buying behavior is “in the open,” so to speak.
If you want to know what’s causing people to click through or on the flip side, drop out of your funnel, heatmapping software can be invaluable.
Tools like Hotjar analyze the literal movements of your on-site traffic to breakdown how they interact with your content. Check out these heatmapping case studies to better understand what you can learn from how your visitors act on-site. You might be surprised at just how much you can learn and what quick fixes you can make to your site to encourage more clicks.
When in Doubt, Run a Test Campaign
There’s no rule that says you need to dump hundreds or thousands of dollars into an ad campaign to get it started. Quite the opposite, actually: testing the waters with smaller campaigns flat out makes sense to make the most of your ad dollars.
For example, you can set a specific budget and run a Facebook ad campaign for a limited sect of your audience to see how you can scale it later. The same rings true for email marketing campaigns which you can run for a small segment (let’s say 5%) of your list rather than all of your subscribers.
If you want to make the most of your marketing campaigns, you’re going to need to do your homework. The more of these steps you take to gather and understand your business’ marketing data, the easier it is to shore up your campaigns. Consider these tips as the foundation for a well-informed marketing strategy for any industry.