![Identify the right marketing data
4
INSTAGRAM
INSTA POSTS & VIDEOS
1. Engagement (Likes, comments, archive)
2. Interactions (Profile visits)
3. Discovery (Reach ,follow, impressions [from home/ profile/ hashtags
/other])
INSTA STORIES
1. Engagement (Likes, comments, archive)
2. Interactions (Replies, profile visits)
3. Discovery (Impressions, follows, navigation [back/ forwards/ next
story/ exited])
TOOLS
1. Business profile insights on app
2. Creator Studio](https://image.slidesharecdn.com/ccsddmbysantosh-day3-210903100249/75/Cddmbysantcsosh-4-2048.jpg)
Uploaded byAnne Starr
Cddmbysantcsosh
This document discusses using data to optimize marketing strategies through understanding customer journeys. It emphasizes identifying the right marketing data from platforms like Facebook, Instagram, and email to understand customer demographics, psychographics, behaviors, and pain points. This allows segmentation of customers to create accurate personas and calculate customer lifetime value. The document also outlines inbound marketing tactics like content to move leads through the stages of awareness, interest, consideration, and action. The goal is to attract, engage, and delight customers at each stage of their journey with the brand.
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- 1. OPTIMISE – Track, Learn& Improve 1
- 2. Data as thebedrock 2 Data is the foundation of informed decision making and optimization What can it do? 1. Help create better customer experience 2. Help find newer customers 3. Understand who your customers actually are 4. Increase customer retention & loyalty 5. Increase chances of predicting sale trends/ forecast 6. Identify and optimize performance & setbacks 7. Define the businesses future path
- 3. Identify the rightmarketing data 3 FACEBOOK 1. Engagement (Likes, comments, shares) 2. Impression, clicks TOOLS 1. Facebook Insights 2. Creator Studio (for FB videos and Instagram)
- 4. Identify the rightmarketing data 4 INSTAGRAM INSTA POSTS & VIDEOS 1. Engagement (Likes, comments, archive) 2. Interactions (Profile visits) 3. Discovery (Reach ,follow, impressions [from home/ profile/ hashtags /other]) INSTA STORIES 1. Engagement (Likes, comments, archive) 2. Interactions (Replies, profile visits) 3. Discovery (Impressions, follows, navigation [back/ forwards/ next story/ exited]) TOOLS 1. Business profile insights on app 2. Creator Studio
- 5. Identify the rightmarketing data 5 EMAIL 1. Open rate 2. Click rate 3. Subscribe rate 4. Unsubscribe rate 5. Bounced 6. Successful deliveries 7. Forwarded 8. Subscribers with most opens
- 6. • Return onInvestment (ROI) • Cost per Mille (1000 - CPM) • Cost per Click (CPC) • Customer Lifetime Value (CLV) • Click Through Rate (CTR) • Cost per Acquisition (CPA) • Return on Ad Spend (ROAS) Other metrics 6 = (total Profit contribution (Annual) * average no of years they’re your customer) – initial acquisition cost
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- 8. Improve Content basedon Information Received 8 1. Identify best topics/ posts & work around it 2. Identify best time & days to post 3. Set benchmarks of performance (KPI) 4. Identify best items/interest from your product line & expand/improve on it 5. Identify the best platforms for your target audience 6. Possibility to do A/B testing with clearer goals 7. Identify overall gaps in current social media strategy & the type of content that works (blogs/video/images)
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- 11. Demographics • Age • Gender •Income • Location • Family Situation • Annual Income • Education • Ethnicity • FIRMOGRAPHIC • Company size • Industry • Job function • Annual turnover B2C B2B 11
- 12. Psychographics • Personality traits •Values • Interests • Lifestyles (Purchasing & spending habits) • Psychological influences • Subconscious and conscious beliefs • Motivations • Priorities 12
- 13. Geographic • ZIP code •City • Country • Radius around a certain location • Climate • Urban or rural 13
- 14. Decoding the Reasons Accurate marketing triggers Accurate marketing tactics Identify & penetrate niches Pricing & product packaging strategies Strengthen relationships & customer service 14
- 15. B2B versus B2CStrategies 15
- 16. Per unitsales Bite sized deals – shorter lifecycles Value for money Characteristics Bulk sales Longer lifecycles Long term relationships Logically Driven Sales Decisions Emotionally/ Specific Need Driven Sales Decisions 16
- 17. Short period Branding presence > lead generation Bite sized deals (transactional relationships) Timeline of Transaction Bulk sales Lead generation > branding presence Long term relationships (personal relationships) 17
- 18. Social mediapresence Client feedback repository Interactive content Content marketing Short term valuable service Simple & emotional lingo Collaterals Database Long term valuable packages Website SEO & search engine visibility Brochures Client feedback repository Business terminology lingo 18
- 19. BUYER PERSONA Understand customersand their needs, wants, and demands 19
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- 21. Decoding Your Buyer’sPersona Where does your buyer get your information? What are their biggest frustrations & challenges (pain points)? (before/during purchase) What are their hopes & desires? What are their biggest fears? (after purchase) 21 What is their tone, keywords /vernacular?
- 22. Social mediaplatforms Blogs Analytical Websites (buzzsumo, answerthepublic, keywords everywhere, fb audience, google trends, youtube/ google/yahoo/bing search bar) News portals & industry trends Online research Analysing existing data Extracting the right data Focus groups Interviews Polls Surveys Second/third party data Statistics (email, website, ads, social media) Open ended primary research 22
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- 24. • Budget toacquire customers CLV = (total revenue contribution (Annual) * average no of years they’re your customer) – initial acquisition cost Formulae 24 • What is cost of acquisition?
- 25. • Return onInvestment (ROI) • Cost per Mille (1000 - CPM) • Cost per Click (CPC) • Click Through Rate (CTR) • Cost per Acquisition (CPA) • A/B Testing • Call to Action (CTA) – Time restrain • Permission marketing • TOFU – MOFU – BOFU • Return on Ad Spend (ROAS) Key Words to know 25
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- 31. Who are youtargeting? 31 60% 30% 10% Know the problem, Know the solution READY TO BUY Know the problem, Searching for solution Don’t even know there’s a problem
- 32. Stages of apotential lead’s journey 32 identified their challenge or an opportunity they want to pursue clearly defined the goal or challenge and have committed to addressing it evaluate the different approaches or methods available to pursue the goal or solve their challenge Ignorant/ unaware Yet to realize they have a challenge/ opportunity This is a lead’s internal reflection/ self realization
- 33. 33 Mapping out yourpotential customer’s journey Questions to ask 1. How will my buyer become aware of their problem? 2. How will they become aware of their solution? 3. How do they become interested in a brand? 4. Why would they desire a particular brand? 5. What would motivate them to convert? Lead is becomes your potential customer the moment they see you exist
- 34. Awareness Interest/Engagement / Consideration Desire/ Evaluation Action/ Purchase Loyalty/ Post Purchase Stages of the customer lifecycle 34 Tell them that you exist Wow them with testers Keep reminding them that you’re the best option Wow them with your product/ service Keep reminding them that you’re there for their needs
- 35. Bonus Best Practices 35 Keep expanding testimonial database Build constant goodwill Build awareness with value not a pitch Keep ex-customers in a loop Spend extra time in your pitch/ ad copy Create an identity not an achievement POTENTIAL LEAD -> LEAD-> POTENTIAL CUSTOMER -> CUSTOMER
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Editor's Notes
- #2 -the art of creating lead magnets
- #22 - Most people buy with emotions then justify with logic
- #23 Example – matrix concepts (lowyat & invoke) & invoke
- #27 -the art of creating lead magnets
- #28 Harder to push through People receive too many emails Spam filters (google, boxbee, etc) Mostly unqualified leads, not accurate targeting
- #29 - Self qualified leads
- #30 Organic effort logistics rather than salesmanship, and statistical distribution rather than promotion
- #32 - Evaluate which type of audience you want
- #33 lead’s self realization stages before they identify you Helping them thru this will build goodwill + branding + maybe even win you their money
- #35 Every type of audience needs an introduction that starts from awareness Notice, nowhere here you are pushing them to buy
- #36 Point 1 – bribe them for reviews Point 3 – ppl are immune to pitches, they avoid sales pitches – instead give them enough value that they come and ask for your pitch (quote) Point 4 – tee them up for repeat sales / referral leads (use referral programs, give special deals for customers only) Point 6 – half marathon over being a runner (goal of being fit over winning a marathon – become known for that)
- #37 Traditional vs modern From stranger to sales advocate