Many people mistakenly compare marketing to casting a net as wide as you can. Nothing against the fishing analogy – that is 100% true. However, much like fishing – if you just cast a net as wide as you can, might catch stuff you don’t want or need, like old boots, reeds, and broken bottles.
To go after the fish you want, in this case, your target customers, you need to know where and when to cast that net: you need data.
Consider modern marketing as a Google Brick Road mixed with Hansel and Gretel’s trail of well-placed breadcrumbs. That makes for a winning combination if you know what you’re doing. Below are five clever tips for marketing your startup:
1. Demographic Data
One of the simplest and yet most effective tactics is using demographic data. That lets you know who’s browsing your site by painting a picture of your customer and putting a face to the IP address.
Demographic data include age, gender, and location. All are extraordinarily useful to know when creating your first campaign to target your ideal customer. Remember, not all is always as it seems, but demographic data does help to identify trends with your audience.
2. Web Copy Tactics
Use PPC campaign data to help you choose what keywords to use in your next website copy changeover. While running your PPC, learn more about the conversation rates of those keywords to get a better understanding of their value in terms of your advertising.
Choose the language you use based on your target audience. That doesn’t mean a total conversion to slang, it means running a campaign or two with targeted hashtags of popular phrases. Don’t go total Boomer on this one – choose something that you are 100% confident you know the meaning of.
3. Optimized Data Collection
Data is nothing without collection and analysis. Choose a customer data unifying software like a Customer Data Platform to manage your customer journey at each touchpoint. Software like this will bring together data from multiple sources and turn it into a valuable set for your marketers.
This will allow your brand to deliver the ultimate customer experience while identifying its key business objectives. The kind of data governance framework that can be achieved by using a CDP cannot be overstressed. There are several technologies available in this area, you will need to choose the one that best meets the specific needs of your business and brand.
4. Enhanced Email Campaigns
Email advertising campaigns are one of the highest-performing elements of digital marketing. Email is a personalized channel directly between your brand and your audience. With the right campaign, a great subject line, and an augmented audience using predictive analytics, your next campaign can be one of your best-performing ones yet.
Understanding your audience relies heavily on possessing and processing data. Statistical modeling predicts consumer behavior on an increasingly accurate level, which means you can confidently initiate campaigns to match user intent at each stage of your customer’s journey.
5. Personalized Ads
One of the greatest gifts given to digital marketers around the world must be personalized ads. Now this doesn’t just mean email campaigns addressed to first or last names; it is BIG personalization in the most impersonal way. Sounds like a contradiction, sure – but think of Snapchat and Coca-Cola, those two companies nailed personalization on a mass scale.
Snapchat gave audiences Bitmoji, which allowed users to create a cartoon-like avatar of themselves, cleverly ticking both the ego and novelty boxes for consumers. Coca-Cola took this one step further by launching its famous “Share a Coke” campaign, which saw them ingeniously tagging each bottle with one of the most popular first names of the millennial generation.
So, when you consider your next personalization campaign, dig deep, and work that data in your favor.