Utilize Data To Better Segment & Target Your Audience

Data has become one of the most important marketing tools for an online business today. It is conveniently right at your fingertips and gaining access to it has never been easier. What’s more, it allows your business to get to know who your customers are on a more personal level, gain insight into their activities, find out more about your product based on their use, and learn more about their online browsing activity. All of this information can help your business deliver better, more targeted campaigns and define what a qualified audience looks like for your brand. Data helps to determine who your audience is, what they value, and how they use each channel at the various stages of their purchasing journey.

Learn what’s important to your audience
You can learn a lot about purchasing patterns just from the data of your existing customers. This data can help you better identify high-revenue customers to your business, which of your products sell best, traits of your long-term or returning customers and much more. By understanding the types of customers your business attracts, especially ones that are most likely to generate the most revenue for your business, you will be able to focus on making your marketing strategy and efforts more relevant. A successful marketing strategy relies heavily on smart segmentation and taking advantage of data enables better customer segmentation. Smart segmentation also makes every area of your marketing more relevant to prospective customers, which ultimately will increase conversions and sales.

By identifying patterns and trends in your customer data, you’ll be able to uncover insights that will make your audience targeting and your marketing efforts far more effective. To start, you can analyze your existing customers based on the following data points:

• Number of Purchases
• Average Purchase Amount
• Time Between Purchases
• Category of Item Purchased
• Location
• Device Used for Purchase
• Source

Other Helpful & Useful Data
Additional tools like Google Analytics and Search Console can tell you how customers find your website and what they do on your site when they arrive. Facebook Insights and Ad Manager can tell the age, location, relationship status, interests and behaviors of your fans and customers. Your business can also stay informed on what customers think about your company and products with social media listening tools.

By utilizing the data available for your business, you will be able to gain a deep understanding of who your customers are and what motivates them. Data is proving to be an immensely useful tool in online marketing with almost no risk involved. The key is to use quality data for better segmentation so it will lead to driving higher quality traffic, improving on-site engagement and, most importantly, increasing conversions and sales.