Using analytics to set your company apart

From a marketing perspective, utilizing the data available to you can help you generate traffic, leads and interest in your brand

13Sep

In today's world, you need to set yourself apart. If your business is like every other one out there, you won't be able to get the kind of traction you need to compete in the market. So, don't miss out on opportunities. Instead, use the tips below so that analytics can set your company apart and give yourself a chance to win more customers.

A/B testing

The best way to get more out of your marketing is to test everything you can. If you don't test, you aren't giving yourself the extra information that can really set your marketing apart. Using marketing with advanced analytics is like giving your business a super power.

Not only can you create ads that convert at a higher rate, but you also save your marketing team time. Once you have figured out a combination that works, you can now have other versions compete with it side by side in an automated fashion.

Getting more attention

Analytics are useful at all stages of the funnel. However, one area in which they are particularly useful is when you are trying to get more attention for your brand. You can use analytics to decide which kind of opening headline or image is getting more people to click into your funnel in the first place.

For instance, perhaps you sell car insurance. Maybe one photo has a picture of a car and some dollar signs. The other picture has a sign of a person instead. You might find that the human element converts more or the more mechanical element, depending on your market.


Visit Innovation Enterprise's Digital Marketing Innovation Summit in London on October 3–4, 2018


Closing with action

Calls to action are crucial for any business growth. Without a great CTA, people won't know what you want them to do after going through your funnel. You can stand out by having such a strong customer use flow that they don't even realize when you want them to buy, sign up for a subscription or give you a referral.

Test various aspects of your CTAs. For example, the color is the first and easiest thing to get analytics on. When you switch from red to blue for instance, you are not changing much on the backend but such a small tweak could actually set you apart and have a major effect on customers.

Referrals

If you want to be unique in your marketplace, you need word of mouth marketing. This is just a fancy way of saying referrals. When people start referring you to their friends, family, and social circle, then your profits will shoot through the roof.

When you think about it, referrals are going to trust you more, buy more and be less of a hassle to deal with. You can find out which of your customers are sending you the most referrals via your analytics. Then, make a profile of this customer and try to bring more of them in.


Visit Innovation Enterprise's Digital Marketing & Strategy Innovation Summit in Singapore on October 10–11, 2018


Time onsite

SEO and other factors make time onsite particularly important. Aside from the fact that you can rank higher in the search engines, when customers spend longer onsite they are engaging with your content more. This means that they are more likely to be persuaded by your marketing. They will also see more of your calls to action as mentioned above.

Types of content that engage

Not all content is created equal. Some content will convert better for you than others. The only way to find out is to use your data you have collected. See if videos, sound or written content are the best for your particular needs based on your goals.

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