A More Tangible Marketing Approach
Many times marketing strategy and advertising decisions are made by opinions, gut instincts, and more often than not by the folks that wear the nicest suits and drive the coolest cars.
While this practice is commonplace and highly-favored in most industries,
at Heritage Marketing, we like to offer a more tangible approach. While not completely discounting feelings and nice clothes, we prefer to take a data-driven approach to build our marketing plans and inform our marketing strategy.
Our Data-Driven Process
1. Analytic Review
Analytic review is the process of getting up close and personal with a client’s Google analytics. This web tool tells the story of what your audience wants to see, hear and talk about right down to where they are on planet earth, town included.
An organization’s website is the platform to mine the data that helps inform and drive a poignant communication strategy. By understanding what a client is viewing and how long they are staying on the site tells us precisely what type of information they are interested in.
2. Research Data
We pour over data and digest the actual information on customers’ web behavior including time on page, exit pages, and keywords used to find your website. This data is telltale of the strengths and weaknesses of a marketing campaign.
3. Ad Campaign Tracking Software
Ad Campaign Tracking Software is a tool that helps us to clearly and definitively attribute sales, clients, and leads directly to a marketing medium. This allows us to determine exactly how many website visits resulted from a completed contact form and what online campaign it originated from. How about which email blasts had the highest rate of engagement? Or did Facebook ads result in more page views than Adwords? This detailed look at performance makes a difference in how budgets are allocated and refined.
How Do I Reach More Customers Online?
Attracting visitors to your website can be the most cost effective way to gain new clients.
Three words. CONTENT IS KING. This is shouted, chanted and plastered across every marketing guru website around. Content is information you give to the world. It is the written text and cool infographic text found on your website.
Content is the Who? What? Why? Where? How? When?
In the information age, data needs to be delivered in an organized, easy-to-read format that answers all of a visitor’s questions and inspires them to share the information with others.
If your site lacks quality content and information about a product, service, or topic the user will move on to the next site.
Let’s put data-inspired content in the drivers seat. Contact us to take the next step.
Craig Parker says
Great article. Your enthusiasm is infectious.