5. Leverage existing customer data
While devising your marketing plan, make use of the insights you have already gathered from existing customer records. Identifying patterns in this data and properly using them in your plan will help you build a more effective marketing strategy.
Use Google Analytics data
Google Analytics is a great resource to identify patterns among your target audience. Google’s demographic information gives you insight into the age and gender of your audience. This data is broken down into affinity markets and in-market segments and gives valuable audience insights. These analytics allow you to know your audience better and create more relevant content for them, which will be more effective in generating sales for your business.
Review customer relationship management data
A customer relationship management (CRM) system is software that allows companies to manage their interactions with potential customers. Customer data like name, age, contact information, certain behaviour (like items viewed and previously purchased), and other engagement data is stored neatly in this software. CRM analytics show you more about your customers and your target audience at a glance.
This software can also give valuable insights you can use to identify patterns for different purchases, helping you segment your audience. Common patterns to look for include:
- How did they find your site for the first time?
- How many interactions did it take to complete a purchase?
- Did they use coupons?
- Are they typically on mobile or desktop devices?
Which social media platforms do they use?
Social media has proven its mettle when it comes to audience analytics and related tools. Knowing which social media platforms your audience uses can help you decide what analytic tools to invest in.
Facebook allows you access to the demographics of your audience and their interests through Facebook analytics. Similarly, Twitter provides ad accounts with a follower dashboard that tells you more about the interests of your followers. These analytics can help you identify your target audience and also help you create proper strategies for maximum content engagement.