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The number of devices consumers use is growing at a substantial rate. And that number is expected to grow even faster over the next few years. As a result, marketers have access to more data than ever to make better business decisions. It’s important to know what data is relevant to your business, how to find and organize that data and how to make data driven marketing decisions to support your strategies.
To help you in this quest, we have selected four tools that will help you glean the data you need to make the best marketing decisions for your company.
Hubspot has many different tools to collect data, organize it, and then use it to improve your marketing efforts. But the area we are going to focus on here is their predictive lead scoring. If you manage your contacts and customers in Hubspot, it will continuously gather data on those prospects.
Hubspot will analyze all of the customers you have in your account and identify any similar properties they have. You can use these insights to predict which prospects have similar attributes and would be most likely to convert. For most companies these are leads that are good to pass to sales, but then what do you do with the rest? Hubspot can also isolate your customers’ key attributes and behaviors so you can use them to build prospects’ campaigns.
For example, if the data shows that 50% of your insurance customers have downloaded a particular piece of content, creating a campaign to insurance prospects with that same content offer would be a good place to start.
Google Search Console
This service provides endless amounts of data to help you build out your content strategy and increase website traffic. In particular, the console lets you see the queries on Google that are driving traffic to your site, which pages are showing up at the top of most of these queries, the click-through rate when they are showing up and your average rank for each of these searches.
You can use this data to build content and technical SEO strategies around pages that are falling just off the first one. That alone could improve their search results. You can also use that information to build out a plan for a new product or location launch or even rewrite meta description copy on a page that has a low click-through rate. For instance, if you want to expand your product to a new location, knowing where you’re already showing up on search results could be a place where you already have a head start on your content.
This tool gathers data on how users are interacting with your website. It helps you see which users are converting on a certain page based on source or device. You can use that information to personalize a message or call to action. Or you can run tests to see if users respond differently to a certain design, color or copy on a landing page and whether or not the source they came from is affected.
Another cool feature is, once you are set up, you’re able to make changes without coding, so regular and frequent tests are easy to do. Say you use Optimizely in an email campaign that’s directed to a landing page with an offer. This particular page has been getting lower conversion rates than you expected. Well, you can try changing the copy based on user location and see how it impacts your results.
Our last tool gives you a full and clear look at how your marketing efforts are impacting sales. You can run reports based on any customer touch point to see what campaigns are moving your contacts down the funnel and closing sales.
Maybe you notice that most of your customers who came through organic traffic did not close immediately, but when you followed up with a direct mail package, they responded more quickly. With this knowledge, you can decide to create different direct mail offers for your organic contacts and measure the impact with Bright Funnel.
So there are four tools you can use right away to help make better marketing decisions. And that’s just the tip of the iceberg. There are literally thousands of tools out there designed to help collect data and make important marketing decisions. So it is important to find one that fits your business’s needs.
J&C works with many of the latest data analytic tools and would be happy to discuss your challenges in finding the one that works best for you.
Digital tactics and access to immense amounts of data enables insurance marketing to gain greater traction and more measurable results, but it also creates a lot of potential noise when developing campaigns. To cut down on the clutter and learn how to integrate emerging trends and tactics in your marketing stack, click here to subscribe to the J&C marketing newsletter.