Monday, August 12, 2019

There is much talk about the need for companies and organizations to be more data-driven. But what should you do to work more data-driven? We have the answers. Here are five tips that will help your organization become more data-driven.

1. Work actively with Search Engine Optimization (SEO)

Make a basic analysis of keywords when you are building your site. What help are your customers looking for? All content on your website must be connected to what your target audience is searching for, both copy and keyword-based. It’s extremely important that the content on your website is relevant and appealing to both people and to rank high in the search results on Google.

By regularly monitoring your SEO data, you can see how you are ranking on your keywords. And through these insights, you can become even more accurate and relevant in search results.

2. Use and draw conclusions from analysis tools like Google Analytics

Google Analytics is a free tool that helps you analyze your web traffic. With the help of the tool you see which pages on your web page that are well attended, how long your visitor stays, and which companies that are visiting your site. The tool helps you analyze your digital customer journeys, and generates central input for continuous development of content and design to increase the customer experience.

Also: Use this information as input to business development and communication plans. What are your customers looking for? What are they interested in? The data from Google Analytics help you identify new trends in your target group and to be more relevant.

3. Launch a CRM system for increased efficiency and improved customer experience

With a CRM-system that aims not only to increase your own efficiency but also to improve the customer experience, you create prerequisites to act proactively throughout the customer journey. Use the information about leads, customer relations, contacts, activities and business opportunities to create smart plans and optimize resource utilization.

Here are three examples on how to use the data in your CRM-system to become more proactive:

  1. Prioritize among ongoing business opportunities to establish that the sales organization focus on what is most important right now. Qualify new leads, assign the right sales resources and disregard from business opportunities that will not generate any value, based on historic data in your system combined with information about the new business opportunities.

  2. Relevant customer communication at the right time. Use data to draw smart conclusions – when do our customers need contact with us? Combine information about for example engagement, transactions and relations to create a customer management plan based on your customers’ needs.

  3. Identify bottlenecks and recurring problems. Analyze continuously customer service cases and activities to find and act on troubles that negatively affect productivity and customer experience.

4. Market in social media

Social media marketing gives you data and insights that can be valuable to your organization. For example, you can draw conclusions about what your followers like and in what channel they prefer to take part of your content. But remember - just because videos work well on your social channels, it doesn't have to mean that those who visit your site would appreciate a website with only moving material. You can also get important demographic data from your followers such as age, gender, interests and where they come from.

Use data and insights from social media to create relevant personas for your target audience/services and dare testing new ways to communicate to see how your target groups behavior changes.

5. Personalize your communication by using Marketing Automation

Marketing automation allows you to work more data-driven in real time - directly in your CRM or marketing automation system. Besides from the increase in productivity gained from automation, the automated marketing activity gives you valuable information about what your target audience is interested in, such as which newsletters they opened, and which links they clicked on.

Through these insights you can create a personalized communication for your target audience.

Do you need help to make your organization work more data-driven? Contact us at Releye!

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