How to use digital marketing insights to form business decisions

Posted on 04/03/2020 by Team Hallam

Great ideas work better when pitched with strong data.

So, you’ve had a great idea of what your business should definitely be doing, but when you pitched it to the team they laughed you out of the room, with comments like “that’s not what we do” and “that doesn’t that fit with our products”.

Although you can use sign off sheets and lovely presentations to sway decisions, this sometimes isn’t enough…this is where digital marketing insights can help.

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How can digital marketing insights help me?

Digital marketing is rich with data, and it’s surprisingly at your fingertips… if you know where to look. Adding this data into your pitch in an aesthetically pleasing and digestible format will allow you to turn your ideas into an internal thought-provoking conversation about what decision your business should take.

What do your customers actually want?

First of all, you need to accept that you don’t know what your customers want. Why? Because you’re not the customer. Make it your priority to understand their pain points, and provide products or services which will relieve these problems.

You can do this by engaging with your customers through your social media channels, by asking them questions, listening to their conversations, and creating polls or competitions for potential teaser products. Use your digital marketing insights to then use this data based on the audience response. Remember when Walkers asked the public to decide on the next flavour of crisps? Think about how you could apply this style of engaging marketing activity to your customer base.

Digital Marketing Insights - social media campaign

What are people doing on your website?

Your Google Analytics will be rich with information about which product or service pages are getting the most traffic, what content your visitors are spending the most time on, and where your sales are coming from. It can also distinguish specific external URL’s which users are clicking through to your website from.

By identifying these key metrics, it will allow you to:

  • Decide which products you could look to develop or even create additional product lines for.
  • Which content you should push harder.
  • Which route your website works best for launching your new product or service.

Learn how to work your way through Google Analytics here.

What do people love about your business, and what do they hate?

What do customers love more than leaving a review? Reading them!

By completing an online customer review audit, you’ll learn so much about what works and what doesn’t. Collate your companies reviews into groups, and see if there are any opportunities that your business can venture into.

Did you know that over 70% of people talking about your brand online don’t actually follow you on social media? Setting up social listening using a social media management system like Sprout Social will allow you to listen in to the conversations people are having about your brand.

Digital Marketing Insights - Customer Reviews

For tips on how to get more Google Reviews, this blog can come in handy:

Location, location, location…

By looking at where your social media followers and your website visitors are located, it may allow you to identify new territories for your business to explore. Alternatively, you may notice that your business is spending too much time and effort in locations, which simply don’t work.

Interactive interfaces

Once you have all of this data, you’ll want a cool way to present it. My best advice would be to spend some time looking at how you can share the data with Google Data Studios.

This is a reporting solution which allows you to go beyond the data and dashboards of Google Analytics and create an interactive space for your decision-makers to engage with.

Once you’ve decided what data to report on, you can also automate this process so it’s constantly pulling through current data.

External tools

The web is awash with cool tools which allow you to collect rich external data which may aid your future business decisions, check out:

  • SEMrush
  • Ahrefs
  • Buzzsumo

These tools can also be critical to your competitor research.

Build a relationship with Influencers!

Influencers will know your sector more than you. Why? Because they’re constantly engaging with your target audience.

Building up relationships with influencers who are key to your sector will allow you to create awesome new product development (npd) strategies with a wealth of information that they could provide. It will also give you the opportunity to bring influencers on board as part of your future product launch marketing campaigns.

Digital Marketing Insights - Influencers

Fancy doing more influencer marketing? See how we could help here!

Let us know how you’ve used digital marketing insights to form business decisions in the comments below!


For more help on understanding your audience:

Download your free customer persona template

If you need help with your Strategy don't hesitate to contact us.

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How to use digital marketing insights to form business decisions

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