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Using the Power of Analytics to Market Your Enterprise Services Business More Effectively

By Shama Hyder, Founder and CEO of Marketing Zen

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Shama Hyder, Founder and CEO of Marketing Zen

How are you currently using big data in your business? To expand your customer intelligence and provide better customer service? To improve the efficiency of your operations and revamp your processes?

Did you know you can also use big data to make your marketing more effective?

In fact, online marketing today is all about analytics. At Marketing Zen, my team spends a significant amount of time each day combing through the data we’ve mined from various analytics tools, and tweaking our marketing strategies continually to ensure we’re making the most of every social media campaign, every SEO strategy, every marketing email, and every piece of content we create for our clients.

In my latest book, Momentum, I dedicate an entire chapter to what I call “agility through analytics.” Agile is a huge buzzword in business right now, but it should define your approach to marketing just as much as it dictates your approach to workflow. The data that is available on every aspect of your online target audience’s behavior, from the types of Twitter posts that garner their engagement, to the way they navigate your website, provides you with what basically amounts to a blueprint for success. By experimenting with a strategy, checking the data, making a change, and trying again, over and over, you will eventually be guided by data to the marketing strategy that brings in the most leads and results in the most conversions.

One client of ours, an IT solutions provider called TGO Consulting, is the perfect example of how successful this approach can be. A competitor was ranking higher for certain SEO keywords that TGO wanted associated with their brand on Google. Through analytics, we were able to tweak our SEO strategy, restructuring their website, adding webpages and crafting blog posts, all with a higher ranking for those keywords in mind. By continually tracking results and making changes, we were able to boost their search engine rankings significantly. 

Of course, keeping tabs on all that data and making those constant adjustments takes a significant amount of time and effort, which is why many companies choose to outsource their digital marketing to agencies like ours. But there are also some helpful tools out there that can support businesses who prefer to handle their marketing in-house. Here are the 4 types of tools you can use to measure performance and guide your marketing strategy:

1. Google Analytics

Hands down the marketing analytics giant, Google Analytics gives you all the data you need about your website traffic, from the places sending you that traffic, to the path visitors take as they browse your site, to the length of time they linger on each page.   

2. Native Social Media Analytics

Every social media platform, from Facebook to Twitter to LinkedIn, has its own analytics tool for businesses to keep track of their performance on that channel. From clicks to likes to followers, these tools let you analyze what is working and what isn’t in your social media marketing.

3.  Marketing Automation Technology

Businesses can also take advantage of marketing automation tech, which can range from simple email marketing platforms like  Mail Chimp to full digital marketing suites like Hub spot These solutions all have their own analytics tools to help companies measure the performance of their marketing efforts.

"Businesses can take advantage ranging from simple email marketing platforms like MailChimp to full digital marketing suites like Hubspot "   

4. Testing Technology

Since testing and then optimizing your strategy is such a vital part of the agile approach to marketing, testing software such as Optimizely and Kiss Matrics can also play an important role in an analytics-based marketing plan. These tools allow companies to try out different versions of marketing campaigns with smaller segments of their audience first, in order to make sure they’re on the right track before rolling it out to everyone.

By continuously measuring the data available through these various analytics tools, your enterprise services business can fine-tune its marketing strategy in order to turn it into a veritable conversion machine.