seed marketing studio personas

Gain Customer Insight to Tailor Your Posts

by | Feb 12, 2021 | Data, Email Marketing

How are you tailoring your posts for your audience?

Oftentimes you’ll hear marketing strategists discussing the importance of developing an audience profile, but what tools are available to gain insight into the wants and needs of your customers? Luckily, we’re in the age of data and analytics which can be harnessed to paint a picture of our customers.

As much as you may love abstract painting, it’s realism you’re after here.

Use Your CRM Data to Build Accurate Profiles

When utilizing data for your business, it’s essential to understand your company’s goals before diving in. Because there’s so much data available to us, frequently, it’s easy to get overwhelmed or unsure of where to start. Having a clear understanding of where your business is and where you want to go can help your business understand what metrics to look at.

Harnessing CRM platforms will help each member of your organization understand where specific projects or customers are on your company’s pipeline while increasing transparency between departments. Consistently updating notes and timelines within these databases will help your teams estimate project lengths more accurately while increasing their ability to personalize campaigns toward customers further.

You will find that data reporting is baked into your CRM system, providing in-depth insight into what your customers are purchasing, the frequency, and what many details that help you understand them. Each of these factors, if properly implemented, will give your team visibility on the customer’s mindset which ultimately increases conversion rate.

CRM data personas

Utilize Tools on Social Media

Facebook and Instagram have an Insights tool that gives a breakdown of when your audience is most active as well as their age, location, and gender. In addition to Insights, the admin view of each post shows how many times your content appeared in front of users plus the number of interactions.

Once you know which content resonates most with your audience, you can strategically place similar content throughout your content calendar.

Explore Third-Party Websites

We are an analytics-driven culture, and almost always, every decision within a business needs to have the numbers to make that idea plausible. Third-party websites can often give you additional insights into how your content is performing. These websites also allow you to manage each of your accounts on your laptop or desktop (Instagram’s Insights tool is only available within their mobile app.)

Two of my favorite websites and programs for analytics are awario.com and tableau.com. Awario allows your business to track when your business is mentioned across social media platforms and how those mentions are performing, whereas Tableau helps you turn that data into visuals. These visuals can help you identify audience trends and segments that you may be missing out on.

You may have all the data, but at times it can seem like you’re trying to read a different language.

Want to learn more about how Seed helps you harness data?

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