Improving Marketing Experiences With Customer Data
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practice your 21st-century business can’t do without?
Our answer is data collection.
Gathering customer data, in particular, can
help you hone your customer service strategy, better your sales techniques, and
improve the marketing experience you're providing to your customers.
We’ll talk specifically about the connection
between customer data and the marketing experience in this article. When you collect data
about your customers, you can make huge strides in your marketing strategy.
For example, you can create content that
resonates with them and drives conversions. You can tailor your digital channel
experiences to guide them to the next step of the customer journey. You can
also learn about your repeat customers and create a specific marketing strategy
for customer retention.
Read on for more about improving your
customers’ marketing experiences with data.
Grow What You Know
About Your Customers
Better marketing experiences come when you
know your customers. In addition, because their needs, wants, and desires will
evolve, you must continue learning about your customers to make effective
changes to your marketing strategy.
For instance, let’s say you collected data on
your customers' content consumption today. You learn they’re educating
themselves on sustainability more and interacting with brands that highlight
You can then start showcasing your business’s
commitments to sustainability in your marketing content. You could also send
your customers sustainable marketing swag, sweatshirts made from
ethically-sourced materials, or notebooks created from recycled products to
show the depth of your sustainability commitments.
Use your analytics tools to collect the
following data to learn about your audience continually:
- What are my target audience’s current values?
Have they changed since the last set of data?
- Which digital channels are my target audience
using the most?
- How has their engagement on social media
- Which media and content types are my target
audience consuming regularly?
- How many visitors are interacting with my
brand for the first time? How many visitors are recurring?
- How does my target audience make purchases
- Are there any noteworthy changes to the
- Is there any new demographic information about
my target audience?
Customer data can also help you ensure your
marketing efforts spread throughout the entire customer journey.
Marketing Efforts Extend to the Entire Customer Journey
Each of your customers will experience their
relationship with your business differently. However, generally, they’ll move
through the following stages with your business:
- Connection- how they’re introduced to your
- Cultivation- the relationship starts to
develop between you and the potential customer
- Consideration- they’re considering all
solutions to their challenge, including your business
- Conversion- they choose your business’s
product/service as their solution
- Continuation- how the relationship continues
after the first purchase
For your customers to have the
best experience with your business, you must ensure your marketing efforts
extend to the entire customer journey. By collecting customer data on how
various people move through their buyer’s journey with your business, you can
learn what’s necessary marketing-wise to aid the journey.
Be sure to implement a data collection
strategy that uses artificial
intelligence tools. You’ll be able to collect vast data sets better and
accurately filter the data. From there, you can analyze the information,
extract valuable insights from it, and use those insights to improve how you
market to your customers at each stage of the buyer’s journey.
You can also create
better content and learn the best ways to share it with your particular
audience with customer data.
Content and Learn Best Practices for Sharing it
One of the best ways to boost your marketing
efforts is to create original content and share it with your target audience in
their favorite places.
By collecting customer data on the kind of
content your customer consumes, the platforms they consume it on, and how they
best absorb the information, your content creation and distribution methods
will work with your target audience more often.
Use your data collection tools to gather the
following information about your customers and content and improve the content
- Comments left and the quality of them
- What content is attracting new customers
- Which CTAs are driving the most conversions
- What content is resonating with current
- If re-purposing content is working with your
- If your visuals and videos are a factor in
- How often your content is shared over various
- Which digital channels your customers engage
with your content the most on
So many marketers focus most of their strategy
on attracting new customers. This is a mistake because most of your business
will come from current customers. Gathering data on repeat customers can help
you create a marketing strategy specific to customer retention efforts.
Use your data analytics tools to collect
information on repeat customers, like:
- Why repeat customers love your brand
- How repeat customers make purchases
- How the buyer’s journey differs for repeat
- What the most popular products are among
- Demographics that are different from the rest
of your customers
- Which marketing strategies and tactics attract
- How repeat customers prefer to be rewarded for
You can create marketing content that speaks
directly to your repeat customers with data like the above. You can also make
better use of the digital marketing channels they frequent. Furthermore, you
can create a loyalty program that rewards customers in the ways you’ve learned
they like to be rewarded and use this as an additional platform to drive
The fastest and most efficient way to improve
marketing experiences is to collect
customer data and use what you learn to make productive adjustments to your
strategies, techniques, and tactics. Use the tips above to help you collect
accurate data about your customers and modify your marketing to favor them.