Are You Using Data to Make Digital Marketing Decisions?

Are You Using Data to Make Digital Marketing Decisions?

Here at Lunar Logic, we are data nerds. We love learning everything we can about and from data—because we know it can help businesses make better decisions when it comes to their marketing.

When it comes to deciding where to take your marketing plan—or if it’s time to try something new in your digital marketing—taking the first step can be the hardest. That’s why we always recommend cold, hard data to be the starting point.

But what does that mean? How can data help you making better marketing decisions, create a marketing plan, and engage more meaningfully with your current and potential customers?

What Do We Mean by Data

Most people like data, especially when it comes to running a business. But when we talk data, we aren’t talking about one specific piece of data, but rather all of the data related to your business: your Google Analytics, your churn data, your sales, everything.

Data isn’t just your sales numbers. Or your number of followers on Facebook. For us, your data is every piece of information that informs you about how your business works, what your customers like, and how you currently use marketing. Using this kind of data can better inform you about what your customers want from your brand. We’ll talk more about what this means in the next section.

For many business owners, this kind of data is often scattered across multiple different systems and spreadsheets. To learn more about consolidating your data, click here.

Using Data to Make Marketing Decisions

So you know you need to use pre-existing data to make marketing decisions… but what does that mean? Let’s look at an example we’ve used in the past.

Let’s say you run a business that sells dried fruit; your top sellers are dried apple slices and dried banana slices. But one of your goals for 2018 is to increase sales of dried mango slices and dried apricots. Your data shows:

  • You sell more dried apple and dried banana slices.
  • You get significant traffic on blog posts about dried mango slices.
  • Your email newsletter gets more clicks when you feature recipes or videos that include dried mango slices.
  • Your website gets considerable traffic from searches for “dried fruit,” including the keyword phrases of “dried mangoes” and “dried apples”.

So what does that data tell you?

  • An email campaign centered around recipes or videos featured dried mangoes would be effective for your existing customers.
  • You should center a content marketing campaign (featuring blogs and social media content) around dried mango slices and dried banana slices.
  • You should start an ad campaign that targets searches for dried mangoes and dried apples, leading them to landing pages featuring your top blog posts on those topics.

That’s just two pieces of information we can glean from a small amount of data regarding website traffic, email opens, and keyword research.

But What if You Don’t Have Data?

Another serious question is: what if you don’t have any data like this?

You might have a strong idea of your sales numbers, but maybe you haven’t paid attention to your website traffic or your social media data. Maybe you’ve never really paid much attention to digital marketing aside from having a website and hiring someone to handle your social media. Maybe the idea of having data about all kinds of things—like the demographics of your customers, what keywords lead people to your website, and more—is a foreign concept.

The great thing is there are resources out there for gathering all this data and making sense of it—we are Lunar Logic are one of them! Learn more about digital marketing & your data.
Are You Ready to Start Your Project?