Digital analytics offer unprecedented insight into customer actions on the web and provide a powerful tool for digital marketing. Customer time on site, most visited pages, average click through rate, average sale — the list goes on!
With so many data points available, it can be overwhelming to sift through the seemingly endless amount of information. However, when analyzed correctly, there are ways to make this data work to increase both customer engagement and retention.
Below, we outline several ways that you can use digital marketing data to drive conversions.
Use site and page visit information to create customer lists that you can use in remarketing advertising. Remarketing allows you to continue marketing to customers who have demonstrated interest in your product or service by visiting your site, but didn’t complete a desired action like a filling out a contact form or making a purchase.
The key here is to make your customer groups as targeted as possible. While you can set site wide targeting, consider how you can customize the user experience through segmentation. For example, if a customer visits your landing page featuring t-shirts, set up dynamic remarketing to display t-shirt specific product advertising. If you also want more design control, create advertising for specific product segments and set your targeting accordingly.
Remarketing Lists for Search Ads
Now that you are using remarketing lists to target customers as they browse the internet, you can implement another layer with remarketing lists for search ads (RLSA). These lists let you tailor your keyword bids for customers who have visited your site and are now actively searching for your product or service via Google search. For example, if a customer previously landed on your landing page featuring t-shirts and you captured that data into your remarketing list, you can now add this list to your AdGroups featuring “t-shirt.” You can raise your bids for customers who are searching for that keyword and have previously been to the t-shirt page on your site — giving you increased control over how much you spend for your top prospects.
Chances are you are already utilizing email marketing. You’ve probably even implemented strategies to help increase your email list. Now you can use this customer data in your Facebook advertising as well. To do this, you need to upload your email list (a minimum of 20 email addresses is required) into a custom audience within the Facebook’s Ads Manager. Facebook will match your email list with its database and voila — you can target your ads to customers who have already shown an interest in your brand or services.
Since you are now targeting these customers via two different mediums, it’s a great time to implement A/B testing. Based on your email segmentation, this also provides an opportunity to create unique promotions catered to your most loyal customers.
Job Titles & Companies
If your internal marketing team has spent countless hours compiling information on your company's target prospects, you can turn this information into targeting data with LinkedIn. Unlike Google search, LinkedIn provides a unique opportunity to target based on job title and company name. If you know that Engineering Managers at large technology firms are top prospects for you, you can actively target those titles across multiple companies.
In addition to serving targeted ads to top job titles and companies, you can also promote content via LinkedIn’s Direct Sponsored Content offering. If you are looking to educate your audience on new services and products, or just become a thought leader in your field — this is a great way to increase impressions, views and brand awareness.
Harnessing website data can be a very powerful tool if you know which targets to segment. Utilizing digital marketing data is an ongoing process. Information needs to be fine tuned and optimized on a consistent basis. As you learn more about your customers, you can then use that information to improve your digital marketing efforts. Try new promotions, ads and strategies across mediums and see which combination yields the best results, and continue optimizing!