5 ways data analytics can improve your communications strategy

by | Jun 13, 2018 | Public Relations

In an overly populated online world where everything is either a consumer or a product, there is a need to differentiate between relevant, actionable information and useless noise. Communicators need to act on certain industry insights in order to create the best possible customer experience, surpass your competition, and create a comprehensive marketing strategy that will propel your brand forward.

Yes, whether or not you love graphs, pie charts, and spreadsheets, you need to use big data to effectuate your growth strategy.

Marketing is the driving force behind brand recognition, customer loyalty, authority in the industry, and innovation—so it only stands to reason that behind every great decision, there should be an analytics tool guiding you along the path of success. Here is how data analytics will improve your marketing strategy:

Analytics helps you craft engaging content

In the world of inbound marketing and the never-ending quest to reach the first spot on Google, content plays the leading role. In the online world, content will forever be king. Not only does everyone’s favorite search engine prefer relevant, lengthy, and optimized content, but your audience members will also appreciate the type of content that is always able to present a solution to their problem.

To achieve this, you need to craft an effective content strategy based on specific demographic and industry insights, addressing and resolving the key pain points clearly and effectively. That said, there can be no effective content without data analytics telling you what people like and dislike, what type of content works best for your industry, and what the best ways to go about improving your strategy are.

Data provides deep market insights

Market research is the very foundation of every marketing strategy, or at least it should be. Acting on personal preference, no matter your experience in the field, is like playing with fire – somebody is bound to get burned, and it’s usually your brand. This is where data analytics come into play, helping you discern between relevant and irrelevant data, probing into the depths of the industry and giving you the profound information you’ve been searching for to help you adapt your marketing strategy, and drive innovation.

With that in mind, data analytics allow you to model an ideal customer for your brand, and tailor your marketing strategy accordingly. Finding your niche demographic and creating an emotional message that will resonate with the minds and hearts of your audience is the key to building brand trust and customer loyalty. This is where another lucrative opportunity presents itself.

You can achieve success with social media analytics

We live in a social media driven world, and with everyone (and even their dogs) owning a Facebook or Instagram account, it would be a crying shame if you missed the opportunity to reach this expansive demographic and convert them into loyal customers. This is why using AI-backed social media analytics should be at the center of your SM strategy.

Artificial intelligence is slowly but surely weaving itself into every aspect of modern human existence, and companies are increasingly utilizing innovative AI software to automate and expedite numerous processes in order to speed up progress. When it comes to your marketing strategy, AI data analytics can help you expedite an otherwise tedious task, and generate actionable tactics with deep social media insights.

Data gives you an edge over the competition

No matter the industry, no matter the niche, you are not alone in the market. In fact, in the modern world, every industry is a battlefield, with the competition always trying to surpass you and stay ahead of the game. If you want to stay relevant and even maintain your prominent status, you need to drive innovation based on hard, relevant data.

With data analytics, not only can you generate the insights about your demographic, but you can also discover the key drivers of success in your rival companies, allowing you to tailor your strategy and build upon their methods. That way, you will always be one step ahead.

Data analytics will help you stay within your budget

Executing a marketing strategy and staying within the limits of the budget is more often considered wishful thinking than a realistic possibility. Oftentimes, the marketing department will exceed the budget trying to reach customers through paid ads across social media platforms and search engines, when all they should have done is adjust their approach based on key industry trends.

The shotgun approach almost never works, and instead of playing the guessing game, you want to find out what the top-performing strategies for your brand are—sometimes it’s great content, while other times it’s sending promotional items to influencers. Only data analytics will tell.

Creating a strong marketing strategy that will reach the hearts and minds of thousands, possibly millions, is an arduous task requiring meticulous planning, preparation, and execution. While analyzing data used to be yet another cumbersome task in the process, smart data analytics has made it possible for businesses to expedite the tedious task and generate actionable tactics that pave the road to long-term success in the field.

Claudia Paisley Propp
Claudia Paisley Propp is a Social Media Analyst and Author at Bizzmark Blog.


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