Every business has its secret sauce that helped it establish its claim to fame, the reason why its customers love it, trust it, and recommend it to friends and colleagues. The marketers behind the campaigns that inspire such evangelism for their brands didn’t, however, just guess what their audiences wanted to read, watch, or discuss. Rather, they based their marketing decisions on insight garnered from data collected about their audience’s preferences.
Marketing data provides insight to help understand what strategies are proven to succeed for a specific audience. And what works for one brand might not always work for another, which is why it’s important for businesses to address their internal data to glean customer-centric insights specific to themselves.
In fact, in a recent report from Ernest & Young and Forbes Insights, titled Building Trusted Relationships Through Analytics and Experience, 87% of CMOs said their strategic vision for building trust includes perfecting the customer experience. They acknowledged the need to embrace the latest data and analytics technologies to build credibility and long-term relationships.
After all, marketing data holds the answers to your many questions about your ideal buyer, such as, “What content works best for certain demographics?” and “Which of our products aligns most suitably with a particular consumer group?” and “What type of content resonates best across our consumer-base—video, blogs, social, or a mixture of all three?”
When you’re able to answer these questions, you can create campaigns and collateral that speaks specifically to your buyers, making them feel as though your products were made especially for them. And when your potential (and existing) buyers feel this way about your brand, you can foster a relationship built on trust and loyalty.
As such, marketers should garner insights derived from their CRM or other software, which will reveal demographic and firmographic evidence and, next, return to the results of their past marketing campaigns to extract important behavioral data. And real companies are using these tactics to bolster their customer trust. Let’s take a look at one company that chose to address its business contacts database to realize more pinpointed buyer insights.
A Canadian IT security company called Tsunami Solutions experienced quantifiable results in campaign response rates and overall customer trust for its SafetyLine Lone-Worker software by addressing the state of its business contacts database. The company already knew that much of its database contained invalid, duplicated, or expired entries. When it cleansed, de-duped, and segmented its database it was able to drive personalization through a highly targeted, engaging, and relevant re-activation email marketing campaign. By leveraging data insight from a reliable database, the business experienced a 35% open rate on its teaser email (a typical “good” open rate is 20%) and a 14% conversion rate for its revamped landing page.
Clearly, addressing data insights can help marketers drive heightened customer trust, and thereby increase conversion rates. A combination of behavioral and demographic data enables marketers to gain a rounded view of buyers and thereby develop more valuable marketing collateral to meet their needs.
It may sound like a lot of work, but what relationship isn’t? If you want to build an unwavering bond comprised of trust and satisfaction, then it’s got to be based on sound data.
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