How Your Business Should Gather & Use Customer Data For Marketing

Are You Collecting and Using Data From Your Customers?

Customer data is key to success with online marketing. Why? Because the data you collect from your customers tell you what you need to know about their behaviors and their engagement with your business. With this useful information, you can take the “guessing game” out of strategy building. Knowing who your customers are, including their online habits, likes, dislikes, and overall decision-making behaviors is a critical component in creating strategic, successful marketing campaigns.

What Customer Data Do You Need?

Focus on the data that will help you make good decisions in your marketing efforts. You may be tempted to collect every piece of data available to you, through many different platforms – but this can be overwhelming and overall very time-consuming. You want to focus on the data that relates to who your customers are and how they interact with your business. Important data, for example, may be: how often they visit your website, what pages they frequent, what emails they open and click and their overall decision-making process to purchasing your products or services. Understanding who your customers are and why they do what they do is the goal of your data collection and analysis.

Why is Customer Data Important?

With this information, you can create strategies and a plan to attract new business and increase business from current customers with referrals and upsells. You can have the data in the world, but if you don’t know how to read it and apply it, your marketing will not be successful! Understanding your customer data and most importantly, applying it, is the difference between successful and unsuccessful businesses because of the tools that are readily available today.

Businesses that do not focus on collecting and organizing data at all are in the worst position. They are completely guessing when it comes to growing their business, depending on assumptions rather than facts to develop a plan. Every dollar spent based on a “guess” rather than actual data is a dollar wasted! When creating a marketing plan, your data will guide you with the “why” behind decision making.

How To Collect Your Customer Data

Take a look into your data using two main categories – customer behavior and customer statistics.

Customer Behavior

In order to find your customer behavior data, start with your website analytics. You can use resources such as Google Analytics, Google Search Console and Hubspot’s reporting tools. To dive even deeper into your customer’s behavior, install a program called “HotJar” to your website. HotJar is a great tool to identify data such as where visitors are scrolling, clicking and how long they are viewing a section of your website page. You can record visits and watch them back to identify how users are “funneling” through web pages and content. You can also use HotJar to install feedback surveys and polls throughout your website.

Social media campaigns are also a great way to gather customer behavior data. You can use information about how your customers and audience behave with specific campaigns, such as likes, shares, and comments. These actions will provide you with the data you need to understand what your audience enjoys and engages with.

Customer Statistics

Customer statistic data is a bit more straightforward. You’ll want to look at customers as a group and identify how does point of sale data relate to your business as a group. Look into information on average order value, popular items/services and the busiest time of day and time of the week. Now dive into the customers as individuals within those groups, for point of sale data and data at purchase levels. What is the lifetime value of a customer? How much does the average customer spend? How often are they purchasing products or services? What are the demographics of your customers? Take a look at the data you collect at the time of purchase and identify patterns.

Using Customer Data in Facebook Marketing

The goal of collecting, analyzing and using customer behavior and statistic data is to reach and engage with current and future customers. As marketers, we want to eliminate the guesswork and better spend our marketing dollars. Remember, the best way to create a relationship is to learn about someone to better engage with them in a meaningful way!

One way to utilize the data is Facebook advertising and marketing. Facebook advertising uses advanced targeting techniques in order to get your information in front of the right audience. With the data you have collected through your customer behavior and statistic research you will be able to create specific target audiences for ads, as well as “look-alike” audiences.

Using target audiences for your Facebook ads will help improve the ROI of your campaign by getting your ads in front of the most qualified individuals, likely to contact you or buy your products. You can set up your ads based on the demographics of your top customers, including not only their location, age, and gender but also their hobbies, interests, likes and dislikes. You can also exclude specific demographics from seeing your ads – making sure that you narrow it down to the people who will truly engage with your content.

Lookalike audiences are a great way to use your customer’s contact information to establish a target audience that is unique to your business. You can use a group of “fans” from your page, your website’s “pixel” or a contact list. Maybe you’ll base it on a list of contacts with high brand engagement, long lifetime value or high transaction value. You can use a “pixel” from your website in order for Facebook to utilize your website traffic and find “lookalike” audiences to show your ads to.

Developing unique, creative and effective strategies is the result of having the right data from your customers. You can expect an improvement in ROI from advertising campaigns, as well as an increase in overall customers and referrals by using data when creating marketing and retention strategies. Don’t wait to begin sorting through and planning data collection, get started today and stop wasting valuable time and dollars!

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