Mastering Marketing for a Charity or Company

Mastering Marketing for a Charity or Company

There are many ways that companies can master their marketing efforts, but the best one is to use data analytics to inform and optimize any marketing effort.

Between personalization, valuable content, and the buying persona, companies can use analytics to optimize every single touchpoint with their customers.

Personalization

Over half of all consumers are more than happy to share their data in order to allow for a more personalized buying journey.

One of the easiest ways that companies can personalize the buying journey and customer experience is by leveraging data analytics.

In fact, given the sheer amount of data that each customer generates, companies can personalize practically every touchpoint they have with their customers.

One of the common entry points for many companies in terms of personalization is email.

There are a number of platforms that businesses can use to inform their personalization efforts in email campaigns. Another personalization option that companies can pursue is the website experience that customers have.

For example, companies can show different pages to their website visitors, depending on the website that referred those visitors to the companies own.

Companies can also personalize different pages on their websites depending on the products that website visitors have previously purchased from their businesses. Companies can even show personalized pages to users that come from specific locations.

Content

While plenty of companies are measuring the performance of their content marketing efforts, not every business is using data to inform their future content marketing campaigns, aside from using data on basic keyword research.

However, data analytics can help companies identify the best type of content for their target audience, as well as topics that are truly of interest to their customers.

Businesses that want to create better content should listen to the needs of their customers.

Instead of simply focusing on keyword research, businesses should be doing a lot more in-depth research on their customers to figure out the specific issues that they care about, and to create content around those issues. There are different types of research that companies can conduct, such as interviews, surveys, and social listening.

Social listening is one of the best ways that companies can leverage data analytics on a large scale. With this method, they can create high-quality and valuable content that customers will interact with. This strategy can help companies create content that targets topics that other market competitors aren’t covering.

Buying Persona

A buying persona is a detailed description of a target audience, and companies should be creating buying personas that correspond to the segments of their target audiences.

Companies that create buyer personas that are backed with real information about their customers can make their websites up to five times more effective, and easier to use by the target audience. They can also increase their conversion rates, email open rates, and more.

While most companies create buyer personas, that doesn’t mean they’re always accurate. If buyer personas aren’t based on data that the company generates from its users, then they’re not going to be accurate, which is another reason why data analytics is important in mastering marketing.