7 Actionable Data-Driven Marketing Examples You Can Apply Now
There is no shortage of articles about data-driven marketing. Unfortunately, only a handful of them gives you actual examples of how data-driven marketing is implemented.
But before discussing the various examples, let’s define data-driven marketing.
Data-driven marketing is defined as the use of data collected through consumer engagement with a website, product or app for marketing decisions.
These decisions could be in the form of creating relevant products, personalizing a website to match visitors needs or segmenting customers for relevant advertising and promotions.
(use links below to go directly to a specific example)
Seven actionable data-driven marketing examples:
- Use LinkedIn Insight Tag to Find Visitors Professional Traits.
- Use Google Analytics and Search Console to Improve Website Organic Traffic.
- Use SimilarWeb to Know Your Site Visitors Next Destination.
- Use Remarketing Tags to Build Remarketing Lists.
- Use Google Ads Search Term Reports to Improve Your ROAS.
- Increase Online Purchase with Visitor Recordings and Feedback.
- Use WhoisVisiting to Turn Anonymous Website Visitors into Business Contacts.
1. Use LinkedIn Insight Tag to Find Visitors Professional Traits.
Wouldn’t it be helpful to identify the professions of people actually visiting your website?
Here’s why: It shows job titles, job functions, companies, industry and much more of people visiting your website. This can be found in the LinkedIn campaign manager under “WEBSITE DEMOGRAPHICS.”
This data can help map areas of focus to help produce actionable content and create solutions for target audiences.
For example: Let’s say that 55 percent of people visiting a website has “Sales” as their job function. Does your website provide actionable content and resources for salespeople? Or does it contain “thin content” that provides no actionable steps a salesperson can use immediately? Think long and hard about that.
It’s surprising how many companies publish blog articles just for the sake of pushing out at least “three new pieces of content per week”. This often leads to low-quality content. On the other hand, brands that succeed with content marketing tailor their content to meet the needs of their target audience, even if it means publishing one piece of actionable and well-researched content a week.
“Narrow it down as much as you can. Don’t create low quality and no value added pages. It’s just not worth it, because one thing is that we don’t necessarily want to index those pages. We think that it’s a waste of resources. The other thing is that you just won’t get quality traffic. If you don’t get quality traffic, then why are you burning resources on it?”
The takeaway? Create thorough articles that help visitors solve their problems. Removing low-quality pages from your website can also improve your Google traffic.
Action Step: Implement LinkedIn Insight Tag on your website and create specific website audiences for your most important pages (e.g. pricing, features, services, etc.). Analyze the data and ensure the needs of the professionals visiting your website pages are being met by producing actionable content, how-tos, step-by-step illustrations, and solutions. And, consider updating or removing website content that provides target audiences little or no value.
Side note: Do not use the data of people visiting your “team page,” as they are more than likely other salespeople trying to get the appropriate team members’ contact information.
Related Article: 7 Crucial Data-Driven Marketing Trends (For 2018 and Beyond)
2. Use Google Analytics and Search Console to Improve Website Organic Traffic.
Google Analytics gives marketers Superman-like x-ray vision that shows, in real time, how users are interacting with a website or app. This help businesses better evaluate the performance of their marketing, content, and products.
For example, it shows the “dwell time” (a.k.a time spent on site) of a visitor on a website. This is a critical signal Google uses when ranking pages on the first page of SERPs (Search Engine Result Pages).
If you created content on a topic that deserves a detailed explanation, but the average dwell time is less than one minute and the bounce rate is above 80 percent, the data shows that visitors are not finding the website useful. Therefore, Google would not rank this page at the top of their SERP.
This is especially true if the visitors clicking a website from the search results are immediately clicking the “back” button and selecting another result within the same search query and staying on the new website for a longer period time. According to Google, the former experience signals a low user satisfaction and thus the listing will be removed from its current position. The latter experience signals a high user satisfaction and thus will move up above the other website.
But what if the dwell time is 3 minutes and above (very good) and the bounce rate is at 20 to 30 percent (awesome) but the article in question is sitting on the second page of Google?
The “data-driven marketing” thing to do is to use historical optimization strategies to get the article on the first page of Google. In this example, a good dwell time and low bounce rate show that your company is missing out on opportunities to send valuable traffic to its website.
The next important data to look at is how people are finding your website.
Enter Google Search Console.
It’s ironic how most people leave Google off their list when naming top data-driven marketing companies. Google is the proverbial 800-pound gorilla that actively utilizes user data for everything they do.
Google Search Console (GSC), allows you to see the search phrases that currently brings people to your website.
Finding the search terms people are using to arrive at your website is the best data to use when crafting your company’s initial content marketing strategy.
Action Step: Use the data from Google Analytics and Google Search Console to power your content marketing strategy. Make a list of keywords already sending traffic to your website. Create thorough blog posts around the keywords that get a good amount of monthly searches (and where you currently rank low) and optimize it for search visibility. Google provides the data essentially telling you, “This is what your site visitors want and are actively searching for.” Question is, what are you going to do to resolve their pain points?
3. Use SimilarWeb to Know Your Site Visitors Next Destination.
Another data-driven playbook is using SimilarWeb for business intelligence and competitive analysis. SimilarWeb is a market intelligence tool that provides its users with insights on how to understand, track and grow their digital market share. It provides marketers with a lot of actionable marketing insights.
With SimilarWeb, you can see the next website visitors go to immediately after leaving your website.
Why is this important?
In a first use case, let’s examine, that a visitor clicks on your website’s Organic search results, spending only 15 seconds on your site and then leaves — only, their next destination is back to Google.com. This user behavior is called Pogo-Sticking in the search engine community.
As stated previously, this can hurt your site’s visibility on the Google search results.
Remember, Google’s number one goal is to show searchers the BEST result.
Pogo-Sticking is essentially a searcher telling Google, “This is very disappointing, Google. You told me this is what I was looking for, but it isn’t.” This sends a strong negative signal to Google’s algorithm and your website will be moved further down the search engine result page.
For a second use case, a visitor leaves a website and their next destination is to a competitor’s website.
This use case provides very actionable intelligence and business insights that can help uncover new competitors and other companies potential customers are considering.
Action Step: Implement SimilarWeb or other comparable tools on your website. And, make gathering competitive and business intelligence a core part of your business strategy.
4. Use Remarketing Tags to Build Retargeting Lists.
Since collecting user data is an essential part of implementing a data-driven marketing strategy, installing remarketing tags is a must for every website.
With advertising platforms like Google and Facebook, marketers can begin creating retargeting lists once a tracking tag (or pixel for Facebook) is implemented.
A perfect example is creating an audience list of “purchasers” to collect customer data. These are people who have shown interest in your business by actually buying something from your website and reaching your “order successful” page.
What can you do with this data?
A few things, including:
- Exclude this segment of people from your customer acquisition advertising campaigns. This way you are not wasting ad budget by displaying ads to people who have already purchased a product. These data-driven decisions cannot be made if the data is not accurately collected.
- Remarket to this same audience through an upsell campaign. For example, an online retail store that sells shoes can create a retargeting ad campaign to upsell socks to past purchasers on their “purchasers” remarketing list.
- Also, if you sell complementary products, create a customer list of “those who bought ‘X,’ but did not buy ‘Y’.” Now you can show ads to this segment on why it’s important that they buy ‘Y’ and include a discount code or other limited-time offer to nudge them to buy.
Action Step: Implement remarketing tags to begin collecting data. Create retargeting lists on key website pages. Data collected can be used to create relevant ads that guide customers through the customer journey relating to the product or solution they are most interested.
5. Use Google Ads Search Term Reports to Improve Your ROAS.
Showing the right ad to the right person at the right time is the best way to improve return on ad spend. Fortunately, Google provides plenty of actionable data that helps with that. However, few advertisers ever utilize this information.
With Google Ads, the keyword phrase you bid for isn’t necessarily the exact search term that triggered your ad.
Why does this matter?
For example, let’s say an advertiser bid for the keyword “airline tickets to las vegas”. But looking through search term reports, the majority of people may actually be typing “cheap airline tickets to las vegas” on Google to trigger the ad.
Equipped with this knowledge, the advertiser can tweak their ad headline to match the searchers’ exact search term (their exact intent):
So, while their ad previous headline might read:
“Airline Tickets to Vegas – Book & Save Big Today,”
A much better and relevant ad headline would be:
“Cheap Airline Ticket to Vegas – 70% Off Airfare. Book Now!”
Which search results do you think a person searching for “cheap airline tickets to Vegas” would likely click first? The one that matches their exact search query and intent.
Action Step: This applies only to Google paid search campaigns. Ensure ad headlines and descriptions contain the exact search terms people are typing on Google. More precise ads lead to higher quality scores and click-through rates. This will result in cheaper cost per clicks and increased conversions.
6. Increase Online Purchase with Visitor Recordings and Feedback.
Put visitor data to real use. See how they are using your website or landing page so you can quickly identify potential roadblocks and improve customers’ experience.
A good use case would be an eCommerce website experiencing low conversion rates due to high shopping cart abandonment.
The first thing to do is to get the data on where visitors are abandoning their carts. Using Google Analytics, we can see the “exit pages” visitors are leaving from, as illustrated below:
The next step would be to use tools like Hotjar to find out why visitors are abandoning their carts or product pages. This can be done by playing back the user’s video session.
What if users keep scrolling down product pages to the review section, see nothing or see one unhelpful review and then leave? This should indicate that your company needs to collect more customer reviews.
Another clever thing to do is collect qualitative data by asking survey questions on “exit intent.” Meaning, once the site detects the shopper is about to exit their cart or a product page, a survey question can pop up asking them why they’re not choosing to complete their transaction and what can be done better to earn their business.
Perhaps they felt uneasy not seeing an estimated delivery date or maybe they felt turned off by high shipping costs. Without asking questions, you won’t discover this and can’t make the appropriate data-driven decisions.
Action Step: Implement a visitor recording and feedback tool to find out how to improve customers’ experience with your website.
7. Use WhoisVisiting to Turn Anonymous Website Visitors into Business Contacts.
Whoisvisiting.com attaches real identities to website visitors by sending notifications each time a business visits your site. This can include their business email, phone number, company name and more.
How can you create a successful data-driven marketing strategy with this information?
If people in a particular company keep visiting your website and, for example, spend an average of 5 minutes on the site, this could be a sign that they are researching your company to learn more about what you offer.
This can help drive content marketing and account-based marketing strategy. In this instance, case studies and/or other relevant content can be created around their industry or a member of the sales team can reach out to gauge potential interest. In any case, this is a good example of how data can be used to drive important business decisions.
Action Step: Implement Whoisvisiting or other similar tools on your website to help gather data and capture the contact information of the businesses visiting your website. This can fuel content marketing and account-based marketing efforts that can ultimately boost your business, sales and the company’s ROI.
Hope this article was helpful.
Need help implementing a data-driven marketing strategy for your business? Contact Stirista to learn how our data and digital advertising solutions can help fuel your company’s growth.