Data Is a Marketer's Best Friend, but How Do You Actually It to Market Yourself?
We recommend that every marketer have access to the following information, regardless of what kind of products, services, or social help you provide.
1) Google Analytics
Quite possibly the most important item on this list, Google Analytics provides an enormous amount of information that you can use to better understand the demographics of your audience and what convinces them to act.
If you haven't already, get started with Google Analytics right away. Once you've looked around a bit and gotten familiar with the platform, check out our post on using data to optimize your content.
2) Google Adwords
If you're using paid advertisements - and many marketers do at least a little of this - Google Adwords can provide the data you need to figure out which keywords are actually bringing customers to you.
By regularly testing and adjusting things, you'll be able to maximize the value of every paid campaign.
Does your business need a comprehensive strategy for the new year? Let us help! We offer complete Marketing Strategy services.
3) Social Media Account Data
What kinds of people are actually following you on Social Media? If you use any of the network's paid marketing tools, chances are they're willing to give you access to whatever information users have chosen to share.
That said, remember that social media advertising isn't quite like advertising anywhere else on the web.
Your marketing data will tell you all about your audience, but you can't forget the context - most people on social media don't want to be marketed to all the time, so you'll need to think of ways to discuss other things, entertain them, and otherwise provide reasons for them to continue following you.
This is a great place to share blogs and offers, or shout out a question to your followers and get them engaged.
4) Email Marketing Data
Email marketing remains one of the most powerful forms of marketing that any company has access to - particularly because pretty much everyone has an email account.
With this marketing data, you can discover things like how often people are opening your messages, which links they click on, and which customers respond to your emails with frequency.
At this point, it's helpful to check MailChimp's Marketing Benchmarks. These are sorted by industry and updated on a regular basis - and more importantly, they'll tell you what you can reasonably expect based on your size and industry. If you're below these benchmarks, you have some work to do - if you're above them, keep doing what you're doing.
Remember, a click-through-rate of less than 4% is completely normal for most industries, and not everyone who clicks through will become a customer.
Looking for more small business marketing advice?
5) Sales Reports
In addition to all of Our Top 10 Blogs for Small Business Marketinghe above, your marketing data should include your company's sales reports (or, for nonprofits, donation reports), tied to both individual user accounts and overall demographic data. This helps you draw useful conclusions from your reports.
For example, you'll definitely want to separate any repeat customers into a separate group you can market to. Similarly, you'll want to know things like the age, gender, and interests of your customers so you can see which of them are the best to target with future marketing efforts.
Finally, your sales reports should clearly indicate how people came to your site. If the majority of customers come through paid ads, for example, you'll want to do more of those. The same goes for any other method people might be using.
6) Historical Revenue Reports
This isn't quite as important as the others, but it's still good to know how much money your company has made in the past so you can compare it to your current efforts.
This is also one of the most useful tools for persuading your company's executives to improve your budget - when you can show exactly how you increased the company's revenue, they're often willing to give you more of the support you need.
7) Annual Plans and Budgets
It's important to know how much money you actually have to spend throughout the year - and remember, you don't need to spend it evenly throughout the year. Instead, focus it on the time(s) each year where you're likely to see the biggest return, and spend the rest of the year preparing for those times.
Don't feel like you have to jump into all of these at once. Get started with the tools that make the most sense for you and your business first. Once you get familiar with a platform, dip your toes into a new one. The more information you have about your audiences, the more effective your marketing efforts will be!
Thanks for stopping by,
Breezy Hill Marketing is a Vermont marketing agency specializing in inbound marketing and web design for small businesses. We design targeted social media marketing programs for our clients that are tailored to attract and convert their target audince. We work with customers in Vermont and throughout the United States.