The big data revolution has changed the way that most businesses operate. The value is not in the actual amount of data available, but rather, in the insightful application of analytics to reach specific business goals.
Every business operates within the digital realm on some level, and that means that although the competition is stiff, you can use analytics to understand what your prospective customers need, and ensure you deliver.
Here’s how to use analytics to get to know your users.
Decode the data
To start understanding the people you’re talking to, you need to invest in a decent analytics tool to help you decode the data you’ve already gathered.
Even though you might not realize it, your market has already given you enough data to start building a better picture of who they are. Basic social media analytics will help you make a start. For example, Facebook will let you know everything there is to know about your fan base.
But social media isn’t enough.
To get an accurate picture of traffic, you need to incorporate analytics, conversion tracking, and general data gathering into the structure of your company website.
Talk to your web developer about steps you can take to get regular, structured reports about web traffic, traffic sources, bounce rate, and geographic triggers.
Once you have all the data in place, you can start looking for patterns and insights.
Demand regular reports
Social media tools like Social Bakers will generate comprehensive data and analytics reports that measure and analyse your digital presence.
These reports might seem redundant, especially with so much automation at play in the digital space, but they are essential.
Take the time to read the monthly recaps and look for opportunities in growth or falling figures. A dip among your key target market means you need to make a change.
Reports show you how receptive your audience is to your marketing approach, and alert you when it’s time to consider making a change.
Is your business visible?
Once you have enough data on your audience, you can start taking steps to use analytics to shift the way you work.
The starting point for most businesses is search engine marketing. If you understand that you’re trying to sell clothes to 24-year olds in Miami, for example, you can create a user journey that funnels them towards your online store.
Search engine marketing allows you to optimize your website and marketing efforts to get noticed by people searching for anything related to your business offerings. So, anybody who looks for t-shirts in your area will see your website straight away.
Talk the target market’s language
SEM will get you noticed, but you need to show an understanding of the target market to prompt a click.
Thankfully, analytics can help you test, craft, and enhance your message until it resonates with those prospective customers.
If your analytics shows you’re talking to a hip fashion lover, then adjust your visuals, make the copy on your website cooler, and change your social media strategy.
Data and analytics gives you an insight into who your user is and with research, you can find out exactly what they like and use it to your marketing advantage.
One of the biggest advantages of using analytics to communicate online is that you can see what’s working and change your approach instantly.
If you notice a dip in web traffic after releasing a new slogan, you can change it. And of course, with the integration of polls and social listening across your social networks and marketing channels, you are in a position to ask what’s working and what’s not.
You need to show your users that you understand and respect them by having a dialogue. All the data you have at your disposal should drive better engagements and customer service.
Analytics is great but nothing will change at your operation unless you use it to connect with people in a human, memorable way.
Compare and optimize
As much as the world of digital marketing is instant and ever-changing, there are repeated trends and patterns that return to influence businesses and markets in a recurring fashion.
Most analytics software will allow you to run annual reports to measure overall change and the impact of your marketing endeavours.
Do not get wrapped up in daily and weekly change and lose sight of the bigger picture. If you’re not in a better spot today than you were a year ago, you need to shift your approach – backed by analytics and data.