In honor of this special day, we’ve put together seven data-based best practices for seven different channels to help improve your marketing strategies the nerdy way.
1. For SEO — Leverage competitive data.
Identify keywords your competitors are ranking well for and implement a plan for adding content to your brand’s website to compete for these keyword rankings.
Link Explorer, a free tool from Moz, allows you to enter a competitor’s URL and search their anchor text, enabling you to analyze your competitor’s SEO strategies. With a free Moz account, you can search up to 10 queries a month.
Review competitors’ link profiles, too. Using similar Moz tools, you can identify competitors’ top links to identify high-quality traffic sources. Secure links from these sources to boost your authority and rankings.
2. For social media — Use all the targeting data you can.
Combine consumer data with records you have about social media engagement, website visitors’ email opens and more to segment your audience and target individuals who are most likely to convert.
This segmented audience will help you identify which social media platforms your brand should use. By identifying your audience’s favorite and most used sites, you’ll better understand how to engage them.
Most large social platforms allow targeting by geography, age, profession and other attributes. “Lookalike” targeting is also available on some platforms, giving you the ability to find and target audiences that match characteristics of your current consumers.
3. For creative execution — Implement A/B testing.
From social ad copy to landing pages to emails, A/B testing should be used for a variety of your brand’s digital marketing efforts. While you can use your intuition to start, you should also be ready to adapt to elements that perform well.
When implementing A/B testing, test one thing at a time. This way, you can identify which variations deliver the best results and invest in software that will help you appropriately split your traffic.
Be sure your brand receives enough volume and conversions to analyze results. Because your results may fluctuate during longer time frames, conduct the test for the shortest time period possible to omit external factors that may impact results.
Keep the content that works best from your latest A/B testing, and test again to find the new best content.
4. For paid search — Designate tiers for your geo-targeted campaigns.
Structure your campaigns based on zip codes and keyword performance. Instead of broad targets like radius or state/country, that include individuals who aren’t in your target audience, zip targeting finds the prospects who are most likely to convert.
Designate tiers based on your targeted audiences. Your first tier, where the most spend is applied, should include individuals who have historically performed well. Your second tier should include individuals who have previously shown interest but have yet to convert and your third tier should include an audience that your brand is trying to break into. Your budgets should decrease as your tiers drift further from the highest-quality prospects.
5. For email — Set up tracking before you send.
Organize your metrics before you send emails.
You will need all the data you can get, like deliverability, open rate, open-to-click rate and most-clicked links to understand your performance. Track conversions from the first impression to the purchase.
6. For lead generation — Develop a lead scoring model.
Lead scoring can increase your brand’s marketing ROI by helping optimize lead providers and sources, establish payment structures tied to lead quality and prioritize lead management based on potential to convert.
Previously, lead scoring models were expensive and time intensive to set up. But newer systems reduced the cost and time investment, making lead scoring accessible to more marketers.
Building a lead scoring model requires a delineated process:
- Define the lead scoring objectives.
- Identify and evaluate the best data to be used for the development of the scoring model(s).
- Designate how ROI and success will be evaluated, based on the objectives defined in step one.
- Compile your data records into two buckets, converters and non-converters, and ensure you have enough volume to build a stable model.
Be sure to track your model’s KPI to determine when your model needs a refresh and to keep an eye on the quality of your leads.
7. For pay-per-call — Set up call tracking.
When running pay-per-call campaigns, it’s essential the calls are trackable so performance metrics can be calculated.
Track your inbound calls with a whisper and call forwarding feature. The whispered message and forwarded numbers enable your call center agents to appropriately identify and log lead sources in your CRM.
Connecting your CRM with robust performance marketing technology, like Sparkroom, allows the exchange of real-time information and robust performance tracking.
From social media to pay-per-call, your marketing can always use a boost. Hone in on the power of Embrace Your Geekness Day and get to work strengthening your marketing strategies with data-based best practices. When it comes to data, resistance is futile.
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About the AuthorMore Content by Jody Bradshaw