Get Better Results with Data-Driven Marketing
Are you tired of watching your industrial company underperform?
It’s not uncommon for industrial companies to neglect their marketing because it can feel like an uphill battle. When trying to corner such a niche market as industrial or manufacturing, most common marketing tactics won’t give you the results you want. You can’t cast your net wide; your campaigns must be precisely targeted, and your content must be intentional.
The best way to figure out how to direct your marketing efforts is by doing something we recommend in almost every single blog post: follow the data. When your marketing is data-driven, your campaigns are much more likely to be effective. By extension, you are far more likely to see the results that you want, whether that is an increase in leads, social media engagement, brand awareness, conversions, or revenue.
With that in mind, let’s begin covering the process of developing a winning digital marketing strategy driven by data.
Where to Obtain Valuable Marketing Analytics
The first step to creating a data-driven strategy is to collect relevant, quality data on your current customer base and your target audience. This is easily the part that people struggle with the most. It can seem impossible if you don’t know where to start- but we’re here to shed some light on that.
Thankfully, there are a plethora of marketing data analysis tools available online.
A customer relationship management system, many times simply referred to as a CRM, is one of the most helpful tools a business can have when it comes to recording and accessing customer data. A CRM helps you keep track of who is interested in your business. At MFG Tribe we use HubSpot, a CRM which allows companies to track leads and send and records of any correspondence with customers.
Google Analytics is another great tool, this time for gaining insight on how your customers are searching for solutions. With a Google Analytics subscription, you can keep track of keywords that you’re interested in targeting. Most importantly, you can see where your targeted keywords intersect with the search habits of your target audience. Keep an eye on metrics like search volume and CPC to figure out which keywords will be valuable to incorporate into your website’s content.
Finally, the utility of social media platforms as marketing analysis tools is not to be underestimated. Like CRMs, your social platforms keep data on who’s interested in your page, and what exactly they’re interested in. There’s a little bit more interpretation involved here though. Social media platforms show you which posts users engaged with more than others- so from your post performance you can extrapolate what your audience is interested in. You can also extrapolate the types of posts that your audience engages with most, and incorporate that into your new and improved digital marketing strategy.
MFG Tribe can help you get the most out of your customer data. Contact us today to get in touch with our expert industrial marketing team.
Applying Data to Your Digital Marketing Strategy
Once you’ve amassed a collection of data regarding your target audience, it’s time to put it to good use.
The first step you should take to create an actionable digital marketing strategy is create a buyer persona. With the right data, this step should be fairly simple. The goal of this step is to think up your model customer- define features like their demographic, their budget, and the solution they’re looking for that your company has to offer.
You can then begin crafting a strategy which aligns with the wants and needs of your customers. Here you will want to decide on your digital marketing avenues of choice. Will you engage in social media marketing? Post new blog content to your website regularly? Enroll in a PPC program on your customers’ preferred search engine? The choice is ultimately yours, but you should let your company’s data drive you in the right direction.
Once your customers do find your company and begin looking for more information, they will naturally turn to your website. You can prepare for an uptick in traffic by optimizing your website for SEO and performance. If you know how to do this on your own, that’s excellent. If not, don’t worry- there are plenty of web design freelancers and established agencies that can handle revamping your website for you without a problem.
Finally, you’ve got to get the word out about your business. Utilize your CRM program to begin an email campaign. You can highlight your new website, the services that you offer, the products you sell, or even what makes your brand stand out from your competition. The key thing to keep in mind is that your email should convey to your customers the reason that they should choose your business- the value you can provide to them should come across.
Our marketing team can execute the best digital marketing strategy for your manufacturing business. Get started with the MFG Tribe today.
Your data is a powerful resource. Now that you know how to properly wield it, get out there and start dominating your online space today! If you found this guide helpful, be sure to give this post a share below on your platform of choice. Thanks for reading, and we’ll see you on the next one.