Are the best marketers the best guessers?

1. Keyword analysis.
There is a reason Google is one of the most powerful data sources for trend information. Search behavior can provide significant insights and inform other channels within the marketing mix. Mine your search marketing data to better understand which keywords and key phrases are currently getting traction. Then consider how to utilize this information to inform messaging for other parts of the marketing mix.

For example, let’s say you analyze search engine marketing ads and find that the language of one ad drives the most click behavior. Consider how this language can be translated to outbound channels such as direct mail and email headlines, subheads and messaging.

2. Social engagement.
Many marketers have a plethora of data about which types of social media posts, content and topics are generating engagement. While engagement isn’t always an indicator of behavior, this marketing data tends to be rich and should be analyzed for trends.

Many marketers are leveraging social media for education and answering customers’ questions. This type of social data and information can be leveraged for ongoing content and social planning, but it can also be utilized to inform FAQs, sidebars and other messaging for direct mail and email. Consider how social can serve as a barometer of current mindsets, barriers and questions that might prevent a prospect from getting to “yes.” Leveraging cross-channel marketing data ensures marketing channel effectiveness and ensures the advantages of direct mail and email are fully realized.

3. Email subject line analysis.

Email marketing can provide quick response and feedback. Building simple subject line (A/B) testing into your programs can provide you with directional information that can help inform and shape other aspects of your marketing mix. When considering how to determine the lead message or zero in on a hot button, consider the role of email testing.

It is also worth mining any click path data that might exist. By analyzing users’ click behavior, you can better determine what the users felt were most essential and the biggest drivers in engaging users to take the next step.

4. Call center and customer-facing insights.
Some of the most under tapped resources in many organizations are call center and other front-line, customer-facing employees. I can’t count the number of insights I have gleaned from listening to telemarketing calls, talking with sales, customer service or call center professionals. It is always amazing to hear customers and prospects put things in their own words. These words can often serve as an inspiration to marketing messaging, FAQs, product ideas and overall program development. You often can drill down to insights that go beyond the obvious, even when the learnings are qualitative and from a small sample.

5. Man on the street.
YouTube has almost glamorized raw video footage. When you want to just better understand the “whys” and perspectives of different groups, consider man-on-the-street interviews. While man-on-the-street interviews shouldn’t be considered a quantitative, statistically stable sample, they can be used to get the motivators and reasons prospects and customers have certain perceptions.

6. Page views on your website.
Reviewing web browsing and shopping behavior can also provide directional information. Most marketers have access to some level of web analytics. Even if you start with which pages are getting the greatest number of views, you’re likely to learn something about prospect and customer behavior.

7. Blog articles and content downloads.
Analyzing content marketing metrics can provide useful guidance for ongoing marketing efforts. You remember the old saying, “Actions speak louder than words.” This is why analyzing web behavior such as blog articles and content downloads makes sense. Although this type of data requires hypothesizing, marrying blog article views with comments can often help fill in some of the “whys.”

8. Competitive sites.
Another solid source of information can be monitoring competitors’ sites. Review what your competitors are offering in terms of new products, dissect the messaging they are taking to market and, most importantly, where available, read the reviews or any customer comments! Also consider reviewing all competitive social media channels and mine these sources for the good, the bad and the ugly.

9. A/B testing for landing pages.
Landing page metrics and conversion information can provide valuable directional information. Consider establishing A/B testing based on the hypothesis of what you believe will drive action or conversions. Landing pages are an easy way to test hypotheses that can be applied to other parts of the communications mix. Cross-channel learnings can also help stretch tight marketing dollars. Learnings from one channel can often be extrapolated and applied to other tactics within the marketing mix, although every channel has nuances and different aspects to optimize performance.

10. Poll questions on your site.
Don’t be afraid to leverage your website to gather informal information. Set up a monthly poll in the right rail in highly trafficked areas just to get a pulse on topics. This can be a quick and easy way to gather some quick information and data.