The digital marketing world is in a constant state of evolution. While this is exciting, it can also make it difficult for marketers and businesses to stay up-to-date on the latest industry trends and changes in best practices for optimization. Luckily there is something that marketers and website owners can use to stay ahead of these changes while at the same time reinvigorating their marketing strategies. That something is data.
People who use data-driven decisions in their marketing programs are better set up for success than their peers that don’t examine metrics or key performance indicators. Accurate data lets marketing teams discover current market penetration as well as better target their ideal consumer. Bad internal data can make entire databases inactionable when it comes to designing campaigns to drive traffic to web properties. Inaccurate data creates problems across the board, but marketing efforts are particularly affected because bad data leads to poor campaign decisions and substandard lead generation. Accurate data, on the other hand, lets marketers make smarter decisions and create superior campaigns that achieve business goals.
So, how can marketing teams use clean data to boost website traffic?
First, look internally.
Leveraging current customer databases and information can both help marketers enhance customer loyalty and give an edge over the competition. With this internal data marketers can segment their customers in a variety of ways, including how these users interact with the brand’s website. Once they know this they can send highly targeted marketing communications and calls-to-actions to different segments. Data-driven funnels can also be used in marketing workflows to drive consumers to perform specific actions on the website.
Target potential customers with data.
Either by using a company’s historical data or purchasing trusted third party data, marketers can study their target demographic and learn more about their wants, needs, goals, and even where they hang out online. Having this information allows marketers to create platform-specific campaigns that drive potential customers to the website. Marketers no longer have to waste any time on unqualified prospects.
Use data to improve internal processes.
Marketers and business owners hate wasting time. No doubt every organization has stumbled with bad data and wasted a few valuable hours on an ill-fated project. This can be eliminated and a company’s processes can be streamlined with accurate data. For example, a marketer that uses analytics and metrics regularly can examine this data to determine if she’s just simply wasting time with Facebook. Does the ROI justify the time spent posting? If not she can reallocate her time and spend more hours on tasks that are actually impacting the business in a positive way, such as creating email marketing campaigns that drive people to the website.
Give customers what they want in a website.
If a business wants to be successful they need to give the customers what they want. This is easier with data. By analyzing customer data and response metrics, marketers can determine what has worked in the past and develop future campaigns with these keys to success in mind. Knowing what worked in the past gives marketers the power to create fresh and compelling web experiences that excite the customer. Customer delight is crucial to business success – and customers will return to a website that is designed specifically to make them happy.
While it’s true that “data” has almost become a buzzword in the marketing world, that doesn’t mean it doesn’t have its place. Accurate data allows marketers to create and deploy more effective campaigns that generate more leads and ultimately have higher conversion rates. These improved campaigns can lead to a serious boost in website traffic. Data can no longer be ignored, even by small businesses.
Small business owners or one-man-band marketers may be intimidated by the idea of implementing data strategies, but they needn’t be. After all, it’s not the size of the data – it’s how it is used. The benefits are obvious. Data-driven marketing campaigns lead to increased web traffic, more on-site registrations and signups, higher ROI, and better sales leads, according to a report from Statista.
All businesses can use data to improve their marketing programs and drive more people to their websites. Don’t let the numbers scare you. When you implement data-driven approaches and start to see website traffic numbers soar, you’ll wish you had done it sooner.