Use These 5 Internal Data Sources to Transform Your Marketing

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For many of us, realizing that our marketing or product communications plans are getting stale can be a moment of panic. What worked a few weeks, months, or years ago is looking like it’s running out of gas, and reinventing that strategy is an intimidating process. Should we run focus groups? Survey our past customers? Test and learn until something works? The options are endless.

In our work here at Futurety, we’ve found that many of our clients overestimate their need for external data. Often, you already have the information you need to identify a new marketing or services delivery strategy, it’s just a matter of organizing it so you can brainstorm on it. Here are a few sources that often trigger new ideas and insights:

  1. Google Analytics. Bear with us–there’s a lot more here than you may think. You probably already know what channels are driving traffic or sales, but what are your top exit pages where people drop out of the funnel? What search terms are people using who ultimately convert vs those who don’t? Does landing on a certain page impact if that user will ultimately place an order? This is all available in Google Analytics, it’s just a matter of slicing and dicing the data the right ways.
  2. Google Ads. We often call Google Ads (formerly AdWords) a “crowd-sourced focus group.” Google Ads are great for testing messaging in real-time, even if you’re not primarily selling your products or services online. Put a $100 budget on a campaign with 3 ad copy variations, and see what gets the highest click through rate, and voila–you now have a good idea of what messaging gets you the most attention from the average user. Google Ads are great for A/B testing landing pages, value propositions, and discounting strategies, too.
  3. Email Data. Much like Google Ads, your past email sends can tell you an awful lot about what your prospects or customers want to hear from you. What subject lines get the highest open rate, and what does that tell you about your offerings? What specific links within emails get the most clicks, and what emails led to the most orders from your site?
  4. Your Sales and/or Customer Service Team. We’ve often found that the best ideas for innovation come from those who spend the most time with the customer. Most sales or customer service reps have strong opinions on how your products could be better positioned to your customers–they spend all day doing it, after all, and want to do well for themselves. Consider asking these front-line types their honest opinions, or hiring an intermediary to conduct an anonymous survey and see what anecdotal ideas are created.
  5. Google Trends. We make frequent use of the Google Trends tool to see what the top search terms may be around our clients’ industries or services, and how that could impact our work on their behalf. For example, over the past 90 days in Columbus, the top related searches for “tacos” include “fish tacos” and “shrimp tacos.” A savvy Mexican restaurant might launch a new campaign featuring their fresh fish and shrimp lunch specials.

The Secret Sauce to Next-Level Customer Engagement

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How do customers currently engage with your business? What is the ideal way you would like them to regard your service, offering, or product? The answers to those two questions may differ from each other, maybe not. At Futurety, our team is on a mission to elevate how customers, both B2C and B2B, interact, engage, buy, and talk about your organization or business.

We’ve developed a framework (or pyramid) that divides all audiences into four categories: Casuals, Regulars, Advocates, and Champions.

Next-Level Engagement Audiences
What makes our framework different is that we work to bump each audience up one level (Casuals to Regulars, Regulars to Advocates, and so on). This is done through our data analytics and marketing automation services. To help explain our audience pyramid a bit deeper, let’s imagine your business is a local taco shop a couple of miles from the interstate situated in a nice, quaint town.

Casuals
Your casual audience interacts with your restaurant every once in a while. They’re on the family road trip and stopping by because everyone needs a bathroom break and they just can’t stomach another bout of fast food. You are on their list, but priorities are priorities and you’re not one of theirs, sorry.

Regulars
Your regular audience interacts with you frequently enough to collect usable data (score!). They come in on Fridays, attend the local specials, and bring the family every year during the holidays.

Advocates
Your advocate audience enjoys your spot for themselves but also recommends you to co-workers, family members, the stranger at Starbucks. They bring you up in conversation, convince the office to tend your way, and fall back on your brand even after trying out your competitors just for fun.

Champions
And last, but certainly not least, we have your champion audience at the top. Champions pay to promote you — they sing your praises, buy your T-shirts, and run your 5k. They only interact with other brands when they must. They’re super proud, see themselves as part of your community and help bring every other audience category up to where they’re standing!

How do we level up each audience? Futurety creates and executes a cross-channel strategy with exactly the right messaging and targeting to help our clients stand out in a crowded field. Taking customers to the next level doesn’t just happen in a matter of months either. Understanding business goals, analyzing internal and external data, and current market trends will all contribute to mapping out how to elevate your customers.