Content is the hottest form of advertising at the moment, especially if you’re making use of customer data. According to Content Marketing Statistics, over half of the best content marketers put out new content for readers more than a few times a week. In fact, most of them shell out new content every single day to keep up with the competition.
Truth is, your target audience will get sick of salesy social media posts and disruptive ads. Everyone wants content that is valuable, rich, and highly actionable. It doesn’t really matter what business you’re doing or what type of content you select. Original, effective and digestible information is still king. Whether it’s an article, visual content, blog posts, videos, memes, podcasts or infographic.
However, the toughest part is actually creating content that is optimized to your audience’s needs. What most organizations fail to acknowledge is that customers are always producing huge amounts of info about their wants and needs. If brands could harness this data, they could formulate strategies with high chances of success as well as great conversion rates. But before we show you how to use customer data to create better content, let’s check out the different ways of collecting said data.
How to Collect Customer Data
Customer Data Contests and Giveaways
Holding contests and free giveaways is a superb option to keep your customers engaged. Just make sure you pick a prize worth your prospects or customers giving you their data. Since you’ll have full control of the contest, feel free to set the participation criteria. This includes all the data gathering parameters to collect as much of it as you need.
Customer Data Surveys and Research
There’s no better way to learn more about your reader base that through a simple survey. Be it through an email campaign or the form of a website, you can take advantage of your most engaged customers. However, a lot of people tend to ignore surveys, especially when they’re too long and bothersome. Make sure you keep your surveys short and direct to the point so you can engage even those prospects in a hurry.
Free Content Offers
By making use of the data collected from both surveys and contests, you can now freely create custom content that directly targets your audience. If you can properly gate this content, you can request valuable information such as names, phone numbers, emails or addresses. Just be wary of one of the major pitfalls of CRM data management – asking for too much information.
How to Create Better Content for Your Customers Using their Own Data
1: Create Buyer Personas
This is a combination of the characteristics of both your target market and existing customers who signify your stereotypical consumer. Understanding them, their likes, dislikes and struggles will allow you to tailor content that directly address their needs. The reality is, plenty of buyers tend to have more than one persona. So should you find multiple categories for grouping consumers, make sure you create a persona for each category.
Some of the data collection methods used above such as marketing research will help you gather data to generate a better understanding of what your buyer persona need to look like. When compiling your consumer personal, use the following questions as a base:
-Where do they work? Job titles?
-What education level have they achieved?
-Any spouses or children?
-Do they own a home or rent?
-What takes up most of their time?
With this information, there are plenty of ways to visually construct your consumers’ personas. Experiment with several formats to find layouts that work for your unique marketing strategy.
2: Identify What Content Resonates with your Audience
There are very many different ways of disseminating information. You could do it through texts, webinars, graphics or even video. Once you have a vast collection of consumer data, it becomes that much easier to identify appropriate type of content for your customers.
With this info, you can go ahead and prepare better content for future marketing strategies. It’s going to go a long way towards helping you create content with a much higher success rate. Does a particular topic seem to resonate more? Or maybe there’s a certain point where everyone drops off. While analyzing what works and what doesn’t, you’ll be able to learn about what content to focus on and which to stop creating.
3: Provide Exclusive Insights on Customer Data
Did you know that your customers are also interested in what like-minded people are doing? Surveys and polls can be a huge asset when it comes to gathering and sharing information that no one else has. You can then use the data to share insights about your consumers back to those very same customers.
For instance, there was an infographic put out by one company for their blog. After a survey of over 2000 rental owners, the company showcased all the results in a neat infographic that addressed specific pain points of their target market.
4: Define Key Benefits
If there’s one question that everyone online wants answered, it’s “what’s in it for me?” Obviously, your customers are no different. Instead of trying to upsell them on product features, why not create content that vividly demonstrates how your service or product solves a common need?
Research shows that there are two key areas which motivate customers – that’s emotions, and finances. If you can let your customers know what exactly they gain by doing business with you, this strategy will always be better than yammering on about product features. In the end, benefits are what ultimately convert prospects into return customers.
5: Use Customer Relationship Management Systems
For some time now, the use of CRM systems has been growing exponentially. That’s because customer relationship management systems let you keep track of each and every interaction with your customers. This includes conversions, sales, and marketing output all conveniently available in one place.
With access to all this data, users can build a complete picture of your relationship with customers. You’ll be able to see which benefits, products and services resonate most and what ultimately leads to a purchase. Likewise, you’ll need the right tools to work hand in hand with your CRM. And that’s where top tier CRM like Salesforce combine with Veloxy to solve this problem. These tools give your team secure access to intel anytime, anywhere, and on any device. With Veloxy Engage, you can also get email insights that will allow you to analyze customer data and personalize marketing strategies.