Digital Lab

The biggest opportunity available in modern marketing is the access to data…

Thanks to advanced tracking & analytics tools like Google Analytics, Meta Pixels, and CRM systems you can now measure every aspect of your marketing campaigns.

The new problem isn’t collecting data, but measuring it.

Most companies have a lot of data on their prospects & customers, but they aren’t using it to improve their campaigns. Here are a few easy ways you can use your existing data to improve your marketing.

Retargeting

If you’re using any major advertising platform like Google Ads or Meta Ads, you can use your existing user data for retargeting campaigns.

Retargeting campaigns are almost always the highest converting campaigns in any ad account because rather than targeting “new” people, the ads only target people who have already interacted with you.

Here are a few ways you can retarget people:

• Cookie’d Website Visitors
• Owned email lists
• Past customers
• People who have interacted with other ads
• Segment your customer by size, status, age, etc.

Using retargeting campaigns means that you get to spend your ad dollars only on the people most qualified for your products/services.

This will save you a lot of money in the long run.

Segmentation

Segmenting your prospects & customers makes everything you do 10X more effective.

Rather than market to everyone the same way, you can tailor your approach to fit specific customer segments making them more likely to resonate with your message and ultimately take action.

You can segment by a lot of common characteristics:

• Age
• Gender
• Industry
• Job Title
• Purchase history
• Engagement metrics
• Customer lifetime value
• How long they’ve been a customer

For example, if a customer has made a recent purchase within the last 24 hours, maybe they’ll respond to your message differently than someone who hasn’t made a purchase in the last 6 months.

Segmenting essentially just means I won’t say the same thing to everyone, which is almost always a much better way to market yourself.

This approach makes prospects & customers feel understood and that what you’re saying is specifically for them and no one else.

Automation

Probably the biggest opportunity that all this data brings is through automation.

We can now automate more parts of our businesses than ever in human history.

While almost every company uses some form of automation, it’s still heavily underutilized.

• Automated email sequences
• Form submissions routing to multiple sources
• Triggering custom reports based on user behavior
• Conversion tracking and attribution
• Retargeting advertising
• Automatic website visitor identification
• Automated customer segmentation
• Internal task creation based on user behavior
• Automated sales outreach
• Automated meeting booking
• Automated meeting follow-ups
• Automated lead qualifying
• Automated quoting

Are all ways you can use automation to empower your sales & marketing processes.

(plus there’s a lot more)

If you’ve only scratched the surface of what can be automated you’re likely spending thousands or even millions on labor and other services you don’t need.

Automation means work happens whether you’re involved or not, and that’s the best form of leverage you can have in your business.

Are you using your data effectively?

If not our team can help! After working with over 1000 companies across the globe we know how to find opportunities within your business quickly. So you can work less & make more with your marketing efforts.