For many, marketing means sending out direct mailers, emails, and putting up billboards with little thought devoted to long-term strategy.
This can then result in wasted time and money, as well as company resources, in pursuit of nothing.
Data is the Key
In order to run any successful marketing campaign, data is the key.
Data refers to any information you may have regarding who the potential customer is, what he wants, what he fears about a possible transaction, what his pain points are, where he spends his time, etc.
Essentially, your market data needs to provide your company with a complete profile, or persona, of the potential customer on as many personal levels as possible.
In a nutshell, shooting in the dark or throwing everything at the wall to see what sticks will not get you very far in marketing.
Outsmarting Your Competition
In the article, “Outsmarting Your competition With Marketing Data,” the issue of providing information at the right time is important.
Working out your timing schedule in business is everything, and failing to target key consumers at the wrong times can be a serious detriment to your business.
For example, if your company produces running shoes, then the key times to market your products, as per market data, would be during the spring and summer months.
With this stated, it would also be a good idea to take a look at different marketing approaches during the fall and winter as those periods may be when consumers of footwear are training to gear up for the active seasons.
How to Get Marketing Data
While it may seem easy and convenient to purchase marketing data from third parties, this data may not pay off in the end.
Many companies that offer consumer data simply cull broad spectrums of information from multiple sources. Yes, you will receive a large amount of prospects, but in return, you’ll receive a large amount of people who aren’t and will never be interested in your products or services.
One sure bet, however, is to use content marketing across social media.
The people who like or follow your pages are more likely to be receptive to your company’s products or services, making them likely leads.
If you can produce regular, relevant content regarding your company to push through your social media channels, you’ll be more likely to achieve marketing success and blow past your competition.
About the Author: Andrew Rusnak is an author who writes on topics that include marketing data and digital advertising.