How to Use Data to Boost Your B2C Campaigns
Companies that use customer analytics extensively are more than twice as likely to generate above-average profits as those that don’t. (Source) Here are ways data can boost marketing for a B2C business.
1. Get over the mental hurdle of using data.
Step one is to realize that data can help ANY professional be better at their job – it’s not just a technique for data analysts. The trick is to go in with a specific question for the data to answer.
Examples: What time of day are my social posts getting the most traction? Where are the pain points on the website when users leave? Are more readers viewing the newsletter on a mobile phone or desktop?
By looking for a specific answer, data seems less overwhelming and more of a treasure trove of insight.
2. Filter out all assumptions.
The power of data is that it does not lie. Data-driven marketing has been labeled the “Moneyball of Marketing.” This means embracing a strategy founded on proven results over one built on perceptions or emotion. Filter out assumptions and see results.
Examples: Are men outspending women in the department store? Do younger teens prefer this product over college students?
3. Integrate recommended products or experiences on a page.
Clothing retailers are experts at the recommendation; but it doesn’t always have to come immediately after a purchase. Keep a customer’s attention with clear next steps.
Examples: Add links to similar content on the bottom of a blog post to encourage a reader to keep clicking. Retarget website visitors who clicked around on a page with a follow up email when new products are added onto that category. Incorporate “customers also viewed” sidebars with similar products or brands.
4. Use demographics to target social ads on the correct platform.
Even the best marketers can’t speak to an audience that is not there. Find out who in a target audience prefers sharing content on Twitter, Facebook, Pinterest and Instagram.
Examples: How has our target audience grown on Instagram in the last quarter? Are more website visitors coming from Pinterest ads or Twitter ads? What is the value of a share on FB vs. a repin on Pinterest?
5. Wield email marketing as affectively as possible.
Marketing and advertising have a bad rap for interrupting daily life. But the truth is–there ARE times when a customer is responsive and eager for an email update. Often times, it’s about a sale, the inside scoop, latest products or right before a consumer was about to purchase something. Learn how an audience reacts to email; and when and why some emails are more influential than others.
Examples: What is the open rate when an email is sent only once a week versus twice? How did adding visuals change the CTR? What time of day are people more likely to unsubscribe from a mailing list?
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