Data. Pronounce it one way and you’ve got a Star Trek character (dey-tuh) and pronounce it the other way (dat-uh) and it sounds like you’re scat singing your way to be the next Ella Fitzgerald.
However you decide to say the word (each pronunciation is correct), data collection and utilization has become a hot-topic issue for online business marketing strategy.
Throughout this blog, we’ll cover everything you need to know about data-driven marketing. From its basic definition, to digital marketing content, to stellar customer-focused marketing campaigns, we’ve got loads of data to share on data-driven marketing.
What Is Data-Driven Marketing?
Data-driven marketing is all about utilizing customer data and information to create better marketing efforts for your business. It’s the process of pulling together the mountainous heaps of in-house data or third-party data your online business has gathered and collected about its customers, then organizing, analyzing, and applying all of that data toward better, more strategic marketing efforts.
Insightful data includes anything from interactions customers have had with your brand, to social media ads they've clicked, to their levels of engagement with your website, to what products they’ve purchased, and more.
Why is data-driven marketing important?
Data-driven marketing is important for your online business because it shows exactly which marketing strategies are working for you, which ones aren’t working, and it highlights what strategies can be tweaked to provide a better customer experience.
Basically, data-driven marketing gets rid of any guess-work about how your marketing efforts are performing, thus saving you time and money. And saving time thanks to rock-solid data insights is especially important for brands and online shops that have small teams and limited resources.
Using Data to Create Great Digital Marketing Content
What is digital marketing content?
Digital marketing content is pretty much everywhere you look on the internet. From the ads you see on Facebook and Instagram (and all social media), to blog articles that boost SEO efforts for businesses, to email marketing, and company websites, digital marketing content is a strategic marketing approach that distributes valuable and relevant content to attract and retain customers.
It's a must-have approach to marketing if you want more customer engagement throughout your entire omnichannel marketing plan.
What is a digital marketing plan?
If you’re new to the online business world or you’re currently suffering from insomnia because you have no idea how to get your products into the hands of the right customers, it’s time to embrace the serenity of a digital marketing plan.
Because every online business is different—each sells different products, targets different consumers, and has different goals—you’re going to want to come up a digital marketing plan that fits your business model. With this in mind, here are a few basic steps to help you move in the right direction:
Get your website up and running. An easy-to-use, people-friendly storefront is a must for showcasing every product you’re pushing to sell. Clutter and chaos are your worst enemies, so opt for a clean website that’s easy to navigate.
Create a content calendar. A content calendar will help to keep you organized and on track for creating new and valuable content to share with people and impove their customer journey. Posting new content will provide value for your customers and help with that sweet, sweet SEO.
Embrace email marketing and marketing automation. You’re going to want to stay in touch with all of the people who visit your website and purchase your awesome products, so email marketing is a great way to connect. And wherever you can, use marketing automation to help take repetitive and tedious tasks off your plate, like sending every new customer a thank you email.
Consider paid media. As your online business continues to grow, investing in paid media (such as Facebook ads) is a great way to keep spreading the word about your business. Looking at the data from paid media is also a great way to test your marketing messages and see how they're resonating via your data and analytics.
How can you use data to create great digital marketing content?
There are a zillion different ways to utilize customer data to create digital marketing content for your online business. Check out these examples:
An ecommerce CRM platform—like Drip!—lets you utilize all of your customer data to create user-specific content. From personalized email campaigns to workflows that guide customers down unique journeys, Drip is all about marketing with meaning.
With a tool like Crazy Egg, you can understand how people are navigating your website through heat mapping—color-coded data presented in a map or diagram that shows you exactly which parrts of your site people are hanging around and clicking through.
A/B split tests (check out Optimizely) let you test different parts of your website, like button CTAs and button colors so that you can compare and contrast different versions of an experience.
Content Marketing Versus Product Marketing
What is content marketing?
Content marketing is about brand awareness. It revolves around getting a customer interested in a brand, so it’s a type of marketing that’s mainly focused on engagement.
One of the great perks about content marketing is that it’s huge for SEO and earning organic traffic (traffic you don’t have to pay for via ads). Loading up your website with blogs and relevant keywords are both winning strategies for being found on the internet and leading visitors to your site.
And, on a side note, if your business posts case studies, white papers, and ebooks, you can even establish yourself as an authority and trend-setter in your industry.
What is product marketing?
Product marketing boils down to promoting and selling a product. For instance, pretend you own a well-established coffee company—we’ll call it Ground to Earth—and it’s about to come out with a new light roast blend. Instead of utilizing marketing that promotes Ground to Earth’s whole brand (this would be content marketing), you’d probably opt to focus on marketing just the new light roast, which would be product marketing.
Ways to do this would be to drive ads right to the light roast’s product page, write blog posts or landing pages about the new roast, and send out emails driving people to buy the new coffee.
What are the differences between content marketing and product marketing?
The main difference between the two is that content marketing focuses on brand awareness whereas product marketing focuses on promoting and selling a product.
Successful Customer-Focused Marketing Strategies
While every online business is unique, there are a few tried-and-true customer-focused marketing strategies that your business should implement to keep its customers happy:
Data is your friend. Be sure to keep tabs on the data that’s most important to your business. From how much money you’re making with each email or campaign, to the monitoring of open, click, and unsubscribe rates—data can help you see what is or isn’t working for your business so that you can adapt. (Check out Drip’s latest dashboards used to measure your business’s success: Account, Campaign, Workflow, Broadcast.)
Understand how people are navigating your website. How are customers interacting with your website? What buttons are they clicking on? What pages are they spending most of their time on? We mentioned Crazy Egg earlier in this post, so check out the heat mapping tool—it’s crazy cool.
Get personal. The customers of today are craving a more personalized online shopping experience, so be sure to cater to their desires with personalized email campaigns. Send meaningful messages to subscribers through automated, topic-specific campaigns.
It’s Time to Embrace Data-Driven Marketing
Whether you’ve just made the leap into the online business world, or your shop has been in the game for years, data-driven marketing is an essential strategy every business should embrace.
Not only will you better understand your customers, but you’ll also be sure your marketing efforts are hitting their targets spot-on. Data utilization is just one more strategy that’ll help keep your business happily scat singing its way to a long and prosperous life.
Ready to see how easy it can be to collect, organize, and use customer data? Take a spin with Drip ecommerce CRM with a free 14-day trial.