The Low-Down on Data-Driven Marketing

The Low-Down on Data-Driven Marketing

Unless you have superhero powers, playing darts in the dark is probably a recipe for disaster. Throwing sharp objects at a board and hoping you hit and stick requires skill, precision, and a bit of concentration. You sort of have to visualize the target so that you know where you’re aiming to throw.

Without doing your research, social media marketing is akin to playing darts in the dark. You come up with an idea you like, toss it out there, and hope it sticks. You might get lucky once, but it’s not really a good long-term strategy for consistent results.

It’s Not About Who Likes You

While it may be your dream to have a million and one facebook likes on your business page, likes aren’t necessarily all they’re cracked up to be. Facebook is a vast realm of over 1.2 billion users. They all dish out “likes” like candy. If they happen to see a brand that they think they might possibly identify with, even a little bit, they like the page.

But that doesn’t mean they’re actually going to see the content you post, let alone interact with it or visit your website. According to a study cited by Social Samosa, only 1% of users who like a business page will actually go visit the page and interact. Likes don’t equal conversions.

Rather than wasting your time trying to collect more new fans, spend your time generating conversation with your current ones. Talk to your fans! Use Facebook as a communication portal. Just don’t depend on Facebook or any other social network as your primary audience.

Organic Reach?

Currently, your organic reach on Facebook is tiny, but what does that actually mean? According to Facebook, organic reach is defined as:

“the number of unique people who saw your post in News Feed or on you Page, including people who saw it from a story shared by a friend when they liked, commented on, or shared your post, answered a question, or responded to an event.”

Soo . . . people aren’t even seeing much of what you put out there. Could it be that Facebook has reached a saturation point? Forrester reveals that Facebook marketing is at the bottom of the pack when it comes to business value, so investing much money into Facebook marketing is not going to get you a good return.

What Is Data-Driven Marketing?

Data-driven marketing is making use of relevant data to create winning marketing strategies. It involves collecting data from marketing campaigns, analyzing them, and using them to help create better campaigns in the future.

When you do it right, it can allow you to improve your lead generation and ultimately, your conversions. Without it, you’re just putting a campaign out there via trial and error, which can be wasteful of your resources, and sometimes damaging to your brand.

Be Scientific

That’s what data-driven marketing is all about. Coming up with your own fresh, new content is a great way to brand yourself, but if you really want post engagement on social media, you’ve got to be more scientific in your approach. It’s been proven that certain posts do better over others.

Follow a plan when it comes to developing your strategy.

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Figure out exactly what you wish to accomplish with your marketing campaign. It could be improving brand awareness, driving traffic to your site, or generating sales, just please say it’s more than simply wanting more followers.

Collect relevant data.

This can come from previous campaigns, or by gathering other data. Research what is already doing well out there on other pages, and find a way to make it your own. Prioritize your data so you’re only looking at what you need. If you have a way to equip your consequent campaigns with the ability to collect data that could be useful in the future, go for it!

Analytics tools like Facebook Pixel can help you determine how effective your Facebook campaigns are. It tracks the activity of users who were directed to your site by your Facebook ads. It can also give you behavioral data, which can really help you in crafting more effective Facebook campaigns.

Study the data.

Your data points don’t work individually. Study them to find correlations and relevant patterns. The idea is to understand your data so you can put it into action. The result will be a campaign that’ll get the results you want.

Set up a trial.

If you have a personal page, post similar content in the form of quotes on your Facebook page. The results should correlate with how well it’ll do on your business page, too. If your text content gets a lot of likes and shares, it’s proven content! It’ll probably do well for a larger audience, too!

Keep on tracking.

Keep tracking and measuring across all channels you use, since this data is crucial for future campaigns.

Clock Tower Insight can help you to not only identify the data that means the most to you, but can evaluate the message that you create to determine how successful it’s likely to be by looking at various aspects. Contact me today to find out more!