How Data Driven Digital Marketing Helps Sell With The Best ROI
Whether a Tradesman, Architect, Interior Designer or anything in between, selling your services online is a universal challenge felt by all. The digital landscape can be daunting but when navigated properly it can also be an effective and efficient means to sell to the right people. Here are some tools to help with that process:
The first step is understanding exactly whom it is you’re talking to but to do so correctly, begin by identifying what your customers’ interests, behaviours and personalities are online. What do they like? How do they search for great products? Who’s opinion do they trust most? A helpful exercise is creating ‘Audience Buckets’ – The HouseHold Handy-Man / The Interior Designing Mom / New Home-Owning Couples – and from there begin to break these buckets into demographics such as ‘age’, ‘geography’ and what ROI might look like for each.
Once you’ve created those ‘Audience Buckets’ you can begin to flesh out what their lifestyle may look like and what their needs are. This is the best way to gain insight on what platforms they use (ie: Facebook) and/or how to target them with your message or offering.
Selling services, generating qualified client leads, driving visits to your store or gallery – those are all goals. But what are the ‘Key Performance Indicators’ that allow you and your team to gauge (or measure) the success of your campaign with respect to reaching those goals? Actionable KPIs are performance indicators that you as a business owner or account manager can take action on to optimize and improve.
There are a lot of different avenues that are helpful in creating opportunities and drive revenue – content (editorials, videos, blogs), ambassadors media influencers) and advertisements just to name a few. A key step in driving success and ROI is dedicating a small portion of your campaign to ‘testing and learning’. This means testing as many options of each avenue as you can – different types of editorial content, multiple social media ambassadors, creative variations of ads etc – to see what works and what doesn’t. And, do so carefully without pre-committing a lot of spend and assess the data honestly and unemotionally.
Know what success looks like for each avenue and day over day (or as frequently as you can) monitor the results. Once you’ve got a clear roadmap of what’s working (and what’s not), funnel your resources towards the channels that are converting best and turn off the ones that aren’t. Keep that up for as long as you have your campaign in market.
Success in the digital ecosystem isn’t made from being right, it’s made by getting it right – know who you’re talking to, know what success looks like and use your data to make the adjustments to get there.
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