Guiding Your Marketing Strategy with Customer Insights

Guiding Your Marketing Strategy with Customer Insights

As digital marketing continues to become more complex, many businesses are ramping up their analytics funding. 

While this may seem like the obvious play, some organizations have a hard time incorporating analytics data into their advertising campaigns. When this happens, the end result is that marketing content is out of touch with customer expectations. You may have even encountered some of these struggles yourself!

Fortunately, as Dallas’ top analytics firm, Insights ABM can help. Below, we have outlined some of the most common problems that businesses encounter when they are developing their marketing strategies. We will also discuss the benefits of taking a customer-first approach to digital advertising

By leveraging the information below, you can gain valuable insights about your target audience using analytics.  

Common Barriers to the Application of Marketing Data

Making the most out of Google Analytics and other kinds of data collection software is vital if you want to create a winning digital strategy. However, there are many barriers that you may encounter along the way. 

Some of the most common obstacles include the following:

Too Much Data

Perhaps you’ve set up a Google Analytics account and have begun to navigate through the various tabs. However, you might have quickly gotten lost in a sea of data. You are not the first business owner to encounter this issue and you won’t be the last.

When you first launch Google Analytics, it is easy to fall victim to information overload. To overcome this, we recommend taking your time and browsing through each tab carefully. Make sure to check out the “SEO Analytics and Reporting” and the “Conversion Tracking” sections in particular, as these represent some of the most valuable tools on the platform.

Lack of Trust in Current Data Sources

Another common issue that businesses encounter is that they have a general lack of trust in their current data sources. This is not so much a concern about the reliability of Google Analytics. Instead, the real problem is that these organizations are not sure whether they are tracking the right metrics.

While all data can have value for your business, attempting to track every key performance indicator (KPI) can be overwhelming. That is why you must identify the KPIs that are most relevant to your industry and pay special attention to those metrics. 

Statistics like bounce rate, conversion rate, and the information in the “audience” tab are great places to start. These data points will offer insight into your customers and help to guide your marketing strategy.

Insufficient Experience with SEO Analytics and Reporting

The third major barrier to developing customer insights through analytics is a lack of experience. Even if you know which metrics to track and can sift through all of the data that is available to you, you may not understand how to apply the information in a meaningful way.

If you want to get up to speed on SEO quickly, then you might want to partner with an analytics firm. These agencies offer comprehensive digital marketing solutions that can make your brand stand out.

Benefits of Customer-Centric Marketing Strategies

Once you have overcome all of the barriers outlined above, you can leverage analytics to develop a customer-centric marketing strategy. Doing so will yield tremendous benefits, including:

  • Better ROI
  • Streamlined user experience
  • Higher conversion rate
  • Broader brand awareness

Regardless of which industry you are involved in, the consumer must always come first. This customer-centric approach should be evident in every facet of your strategy. From social media advertising to the actual buying experience, you must make the customer feel valued. To do this, you need to take advantage of the best analytics tools at your disposal. 

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.