With so many ways to market your business, it’s important to have the right consumer data. You may have heard the term “big data,” but are not sure how to take advantage of this data to learn about your potential consumers.

Here are three proven strategies for obtaining viable consumer data:

Email Segmentation

Your customer base is diverse, and it is important for your email marketing efforts to reflect this. Utilizing email segmentation helps your content resonate with consumers. Suppose, for example, that your business sells LED light products with a variety of industrial, household, and automotive applications. By segmenting your email content by audience, you will have a better chance of reaching your customer base with relevant information. Even subtle segmentation can be very effective. For example, “How XYZl lights keep the road ahead visible for you and your family” may resonate with family-oriented customers than simply, “How XYZ lights keep the road ahead visible.”

A few things to keep in mind when it comes to email segmentation:

  • Monitoring your segmented email success rate will give you actionable data on your customers. Much like A/B testing, small tweaks and changes will help you connect your message with the values of your customers.
  • There is no such thing as too much segmentation! The more personal the email, the better the chance of connecting with your audience.

Keyword Research

Keywords are “key” when it comes to reaching the right customers. Roughly 50% of search queries are under four words, which makes it important to identify which keywords work and which ones aren’t as effective.

Enhancing your keywords is central to improving your Search Engine Optimization (SEO) and increasing sales. Consumers rely almost entirely on the internet for information on where to buy what they are looking for. By monitoring data on your keyword conversion rates, you can enhance your business’ SEO and reach a larger population of potential customers.

Closed Loop Marketing

Closed loop marketing is another strategy for gathering customer data and learning more about what converts users to leads. There are four steps to closed loop marketing, all of which provide data on consumer behavior:

  • Visitor arrives on your site: From this step, it can be determined how users find your website. Perhaps they entered through a search engine, by clicking on an email link, or through links from content/social media. Whatever the source, you can learn more about how people are hearing about you from this step.
  • Visitor browses your site: This step provides data on where the user travels on your website before they become a lead. This data demonstrates what works on your website for visitor conversion and what elements could be improved.
  • Visitor becomes a lead: A visitor can become a lead by filling out a submission form, creating an account, or signing up to receive emails. Regardless of how they become a lead, this step will provide you with valuable data on who your customers are.
  • Visitor becomes a customer: Monitoring data on those visitors who become customers is critical to learning about how their journey from the first step leads them to purchase your product or service.

Utilizing and researching email segmentation, keyword research, and closed loop marketing can provide valuable consumer data that can help you expand your customer-base and achieve your business goals. If you feel that your business could use assistance making the most of consumer data, contact Jessica Chabot, Vice President, Client Services of Millennium Agency at www.mill.agency.