There’s no doubt that data is king when it comes to marketing successfully. The world produces 2.5 quintillion bytes of the stuff every single day! For data to be useful though, you need to have a plan in place to turn it into insights to improve your marketing efforts. Below is a 5 step guide to creating a successful data-driven marketing campaign. 

What is a data-driven marketing campaign? 

Data-driven marketing campaigns use customer data to optimise performance, by enabling more accurate predictions about customer behaviour. , You can use this data to precisely target certain customers, personalise experiences and improve ROI (return on investment). 

By understanding who your audience is, and what they are interested in, you can provide them with a better overall experience and improve your sales at the same time… it’s a win-win! 

How do you store data? 

To store, organise and activate all of the data you receive from multiple sources, you will need a data management platform (DMP). This is essential when it comes to collecting data, you simply won’t be able to manage it all manually! DMP’s can collect data from multiple different platforms, such as social media, websites, offline CRM, purchase data, mobile data and more. It then gathers it all in a cohesive, easy to digest way that means you can easily use it to enhance your marketing strategies. So, how do you do this?! 

Set a well-defined goal 

As with any successful marketing campaign, you need to define what success means for you as a business. The goals you set early on in the process will define and guide the entire campaign, and will also give you something to strive towards and measure against. 

Your goals might be about increasing brand awareness, driving more traffic to your website, improving customer satisfaction or boosting sales. Whatever goal you decide upon, you need to make sure that it is a ‘SMART’ goal. This stands for specific, measurable, actionable, relevant and time-bound. 

Specific: What it says on the tin really! Your goal needs to be as specific as possible, and not vague. 

Measurable: You should be able to measure your progress. This means you need to define a specific number of sales for example, or a percentage to increase. These are called key performance indicators, or KPI’s. 

Achievable: An ideal goal is challenging without being impossible. Come up with a reasonable goal so you know it’s attainable. 

Relevant: Your goal should support your overall business objectives. This is the ‘why’ of your marketing campaign. 

Time-bound: Set a deadline for achieving your goal as well as benchmarks to measure progress as you go along. 

Have a clear understanding of your target audience 

Once you’ve defined your goals, you need to figure out who it is you need to reach. This is your target audience. Since no business can afford to target absolutely everyone with its marketing, you need to narrow down your audience to the group of people most likely to take action. For example, which kind of person is most likely to purchase the product you’re offering? It’s good to be as specific as possible when defining your target audience;

Demographics: age, gender, marital status, educational level, income level, location to name a few! 

Behaviours: To get a clear idea of your audience as it relates to your campaign, study their behaviours. If you’re looking to boost sales, for example, you might look at your audience’s past purchases. 

Motivations: Once you know more about your audience, you’ll have a better idea of how to appeal to them. It enables you to offer something valuable to them. For example, if you’re a B2B marketer, your customer’s motivation is likely to grow their business. 

Line up the right data 

Once you’ve organised all the relevant data in your DMP, you can easily define your target audience. Make sure you have a clear picture of what these people do to help you achieve your goals. Do you need them to make a purchase? Visit your website? Next, create a plan for how you will encourage them to take this desired action. 

Creating this plan will involve optimising the customer journey, which includes every interaction someone has with your brand online.

Select your channels and run the campaign 

Next, you’ll need to choose which marketing channels you want to run your campaign on. Examples of channels you could consider include social media sites, your company’s blog, pay-per-click ads, email or magazines. Of course, there are many more options as well. The best indicator of where you should conduct your campaign is your target audience’s behaviours. Go where your customers are.

Next, it’s time to design your marketing content and distribute it across channels, each one of which should point your audience toward your ultimate goal.

Track your data-driven marketing campaign

 A successful data-driven marketing strategy requires continuously collecting data throughout your campaigns. This way, you can figure out what is working well and what’s not. With constant, updated insights you can refine your audience, make your campaign more efficient and identify patterns in high performing content. 

Creating data-driven campaigns can be a lot of work if it’s your first time delving into the world of marketing. Here at Ame Social, we have the tools available to help you achieve your marketing goals, as well as professional graphic designers to really make your campaigns pop! Get in touch with us to find out how we can help you. Alternatively, give us a call on 01752 746890 or email [email protected].