Data has become an increasingly important tool for businesses to better understand and speak to their customers - but with so many data points to collect and manage, small businesses can find it challenging to integrate this data into their current messaging strategy. Below, we’ve outlined the most effective pieces of business data your brand can use to enhance your standing in the eyes of online customers.
What is Business Data?
Every time your brand interacts with a customer or prospect online, a number of data points are collected about that user. Those data points are stored within the brand’s current website infrastructure in a number of anonymized ways.
Businesses can use this data to organize those users into segments based on their level of interaction. For example, users who sign up for your brand’s newsletter are added to your Customer Relationship Management (CRM) tool, and can be later segmented based on their level of interaction.
What Types of Data Can Businesses Use?
Businesses with an online presence have a number of digital sources to aggregate and segment their customer data, but not all prospects are equal. Building a strategy around each connection point will allow your brand to better tailor its messaging around the customer’s needs.
Contact & CRM Data
Website visitors who sign up for your brand’s email list are naturally considered high-value prospects, since they already raised their hand to show interest in your business content. Segmenting these sign-ups by their point of entry or type of content consumed will allow you to better understand and speak to that customer’s search.
Re-engaging users from your website is the best way to show that your brand is listening - and by retargeting those users on desktop and mobile devices, you show that your business is the obvious choice to meet their needs. Segmenting website users by the type of content they consumed and how frequently they’ve visited the site allows you to tailor your messaging experience in a way that engages more deeply.
Engaging social followers across a number of channels creates an opportunity to expand your messaging beyond the confines of your own website. Social follower data can be leveraged to identify high-value users, as well as to connect your brand to followers of competitive brands.
Is Customer Data OK to Use?
Where Do I Start?
First, it's important to strategize on which data is going to benefit your business most, and how to safely and securely collect that data. Be consistent in letting users know when their data is being collected, and give them options to opt-out or unsubscribe should they so choose. Segmentation strategy is also an important piece. Visitors who sign up for your newsletter have a different expectation of your brand than those who simply visited the site. Consider your typical customer journey, and be prepared to use this data to meet customers at each stage in their search.
Finally, implementing tools like Google Analytics can help your business start to better understand your customer's journey, identifying content opportunities and shortfalls on your website.