We talk Marketing on the Marlow FM Business Show
Vicky White, Founder of White Communications features on the Marlow FM business show to share her marketing expertise.
We were delighted once again to be invited back onto the Marlow FM Business Show alongside co-guest Emma Griffin and presenter Mark Harris. We picked a great news piece on how you can use your data effectively for marketing. We looked at the ways in which business owners and marketing experts can use their data to engage their audience, ensure those important touching points and grab their attention at the right time.
Here’s a summary of the episode below…
The conversation covered three main topics around data and its relevancy for businesses and marketers. Including; how to capture data, the processes and tools you can use, and lastly, how to analyse your data to make important decisions moving forward to improve your marketing efforts and results.
Capturing data
Firstly, when it comes to capturing data, we discussed how businesses can accumulate the necessary data about their audience – this could be through website contact forms, live chat, attendance at events, downloadable insights from your website or newsletter sign up forms. This data could be valuable information that will help you to learn more about your audience and also an opportunity to re market to them. When you have the data, re-marketing is such a powerful way to stay connected to your audience who have expressed an interest in your business.
Processes and tools
Now that you have the data, you should be storing these contacts and their behaviours in one place – ideally a CRM.
Many marketers and businesses still struggle with the heaps of data they collect and can become overwhelmed with the information so the question is, how can you store and use your data more sophisticatedly?
It’s also most important to establish which marketing channels you can use to re-engage your audience. For example, LinkedIn and Facebook advertising, Google Ads and email marketing. From here you can then use your data to set up email funnels and automations.
Which marketing tools do your business use and how are these capturing data? How can you use your data moving forward to re-engage your audience.
Analysing data
Finally, we discussed how marketers analyse their data – from looking at target audience demographics and behaviours. For example, how are they consuming your content, which channels are driving the most engagement and visits to your website, where are you seeing the most conversions and beter yet, which channels are seeing the best ROI? Test different key messages, graphics, video and landing pages to see what is working and what isn’t working so well.
One key factor you should be exploring is whether your audience profiles have changed over time as this means your marketing strategies and activities might also need to adapt accordingly. Is there a common theme in your audience profiles and how can you use this to your advantage?
Thank you Marlow FM
Thank you once again to Marlow FM for having us on the show! To listen to the full episode or hear more from the Marlow FM business show, make sure to search “Enterprise Doctor” in your podcast app. We hope you enjoy it and find some key takeaways to explore.
To hear the show and to view all the resources, details can be found here – https://www.buzzsprout.com/979663/9418645 or click the play button below.
