Perhaps you haven’t had any experience building websites or tracking social media to attract customers and grow your business. And you want to know what you should use all of this data to accomplish.
The content you produce to support your marketing efforts will deliver countless numbers from potential customers, engaged users, and more. And you need to decide which data matters, why it matters, and what you will do with it.
For a glimpse deeper into the industry, check out this from Thomas Ligor, and in the meantime, let’s look at how you can make your numbers work for you.
Customer preferences and trends
Perhaps the biggest tool you have access to is understanding how your customers interact with your content. You can see what they purchased when they did it, how long it took, which of your marketing content took them there, and more.
Once you understand which pieces of content trigger purchases, you can refine what you are doing and see an increase in that audience.
Product development
Let’s say you have three products, one eyeshadow, one lip balm, and one lipstick. The lip products are selling very well and at a constant rate – but no matter how much you market the eyeshadow, it isn’t as popular or selling as well.
The data you have here indicates that lip products are the preference of your customers, and if you were going to develop a new product, then a lip product would make the most sense. You have an audience interested in the product already, and you know their preferences for styles, colors, and more.
Data can give product development a head start.
Customer experience
Without the right data, you can’t know where people are having problems or need support to complete a purchase or understand a product. Are there issues with the checkout? Do you have pop-ups making it difficult to get to the basket?
Do people understand how to use the product and what comes with it?
What can you do and where to simplify the process and make buying from you enjoyable and something that people will want to do again?
Media and Messages
While creating lots of content, you might not check back to see which parts of your users are working. People tend to show strong preferences for design choices, colors, and even fonts strongly. If you aren’t tracking how people interact and with which message or piece of media, you are missing the opportunity to capitalize on it.
You might only know the difference between a post on Facebook or Instagram and see which one is more beneficial once you start tracking them.
You can highlight where you should spend marketing budgets, the best messaging to use, and focus your efforts on the areas where you are already seeing traction.
Your marketing data is one of the most powerful tools that you have access to and one that you cannot do without. The future of your business relies on these numbers – so make use of them; here is a post you need to read: 4 Ways to Improve Content Marketing.