We develop blindness towards all sorts of advertising. When first introduced online, banner ads achieved a 50-90% CTR. Now the majority of people can’t stand them. Marketing effectiveness demands a change.
It’s not so much that various methods of marketing are inherently ineffective. It’s just that people get used to them, so marketers need to innovate. Data-driven marketing is one result of this ever-present need for change.
Why You Need to Have Data-Driven Marketing
The proliferation of information in our time might lead you to believe that companies are using data all the time in their marketing. However, they are not.
The Harvard Business Review reports that while infographics are now fairly standard, very few of them portray data that tells an original story. Marketers tend to use data for their own decision-making, but not for creating content that adds value to their customers.
That’s really too bad because the insight data offers can be quite interesting and even enriching. Solid, data-driven content gives your company credibility. If you have reliable facts backing up your opinions, people will see you as trustworthy. Another advantage is that your own knowledge will increase as you share information with other influencers.
Data can also have a lot of power simply from the fact that much content on the internet is mediocre. If your content has integrity—if it is original and accurate—it will stand out.
The companies that are best at marketing with data use it to appeal to people’s emotions. They present their data in format that is interesting to look at (hence the popularity of infographics), and ideally they put the information in the context of a story.Quote source
For the Google Trends “Year in Search 2015,” Google did an amazing job at turning data into a compelling story. The company presented the top searches of the year through a brief video. The opening text says, “In 2015 the questions we asked revealed who we are.”
The video goes on to show the questions people searched, such as “how can i help the refugees” and “how can we overcome prejudice,” interspersing the questions with pertinent footage from the year. The video used data not only to tell the individual stories behind the searches but also to tie them together into a larger narrative of unity within diversity.
Businesses run into trouble implementing data effectively for a number of reasons. First, there is simply an overwhelming amount of it. It can be difficult to know how to sort through and productively utilize all of a company’s accessible information.
Another potential pitfall is that sometimes those in charge incorrectly estimate the costs of gathering and storing data. Sometimes information isn’t gathered correctly or analyzed thoroughly, and often there is poor or no communication across departments. Data storage is also a huge factor. There are too many options and providers to choose from, too many new concepts to learn and pros and cons to consider. Here’s how Hosting Australia explains data centre hosting.
Silos are in fact a significant challenge to success, especially in larger companies. The larger a company grows, the greater the challenge to be unified and to communicate well about any goal. It’s also easy for businesses to lose sight of their goals if they are not relying on data for what their priorities should be and whether or not they are sidetracked from them.
It is critical to remember that data is not a solution in and of itself; it needs to be reliable. Kimberly Whitler of Forbes states, “If the data is bad—disorganized, incomplete, inconsistent, out of date—then the resulting decisions will be bad, too.” That’s why it’s important to have people at your company who understand how to find, analyze, and organize trustworthy data.
How to Leverage Data Effectively
As you seek to leverage data-driven content for your business, there are some specific principles you should keep in mind.
First, be strategic. Choose your data team carefully; it’s extremely valuable to have people from different departments and perspectives. Have a clear idea of your goals and KPIs so that you are mining your data with purpose.
Know the best channels to tap for the data you’re trying to attain. Is your audience primarily on Twitter? Then don’t waste time gathering information from Facebook or Instagram. Have good analytics models in place, as well as metrics with which to measure your results.
It should go without saying that your data should be as accurate as possible. Once you’ve collected enough information, use it to build customer personas that will lead to customer-focused content. Avoid silos by having cross-company goals, and evaluate and re-evaluate the data as you collect it.
Remember, data is most interesting and valuable to your customers when it is presented with visually appealing, quality content. Fortunately, quality content is exactly what Google is looking for and is one of the main ways you can get Google to index your site.
Neil Patel notes that having a blog is one important way to increase site traffic: “websites with blogs get an average of 434% more indexed pages and 97% more indexed links.”
Good content is interesting enough on its own, but having evidence to back up the content makes your position even more powerful. It’s also worth observing that Patel uses multiple infographics throughout his article, making use of their widespread appeal.
People Crave Insight into the World
People love to learn new information, especially if that information tells them something about who they are and is presented in a fresh way. Effective data-driven content will boost the power of your marketing because of its ability to make the truth interesting.
While the digital world can be highly changeable, some things remain the same. One of those constants is that PPC is still a primary profit generator, and a lucrative way to monetize. When you look at the methods of the highest earning websites across the web, what is often at the very top of their earning strategies? PPC.
If you are looking for a way to optimize your own website for higher earning potential, these tools are must haves.
Ringostat is an intelligent call tracking tool that increases the performance of the advertising and optimizes business workflow.
Ringostat multi-channel report shows the sequences of interactions that brought the user the phone call. With this type of reports Ringostat clients see how previous referrals and searches contributed to their sales, what traffic sources were the first in the consideration process and what sources ultimately converted the user into the lead.
Moreover, these reports show the number of visits from each advertising channel. The call log allows to evaluate the efficiency of advertising campaigns and properly re-allocate the advertising budget. Showing the source of each phone call up to a keyword level, it helps to determine the campaigns that really generate calls.
Obviously, you can glean a lot about your customer base this way, which can really help you with ad planning. It is expensive, but worth it if you have a decent sized business.
Nothing is as frustrating as having to manually go in and edit a bunch of different campaigns in Google AdWords. So your best bet is to make it possible to mass edit and make changes faster.
Adwords Editor gives you the power to do that. It is a super simple tool, maybe so simple it doesn’t seem like it would be that helpful. But it is…oh, yes, it is.
Speaking of Google, have you used their Keyword Planner yet? If not, you are insane. This is hands down the best free research tool on the web.
You can find the best keyword combinations and monitor your campaign progress, making changes along the way until you have the best possible keywords targeted. Start using it, and thank me later. If you are already using it, use it more. Then thank me again.
This is a great secondary keyword research tool to use in addition to Google’s Planner. You can generate questions related to your business, and come up with some awesome target phrases. Plus, it is free.
This is out of the usual scope of PPC tools, but is still really valuable and can inform your strategy later on.
How do you keep a leg up on the competition? Spy on them, of course! This tool is a handy little app that will do the detective work for you.
You can find out what keywords they are targeting, how much they are spending on campaigns, and a lot more. Sometimes knowing what the other guys are doing is the best possible way to improve your own efforts.
Trello is kind of my collaboration and project management tool of choice. I use it for everything from professional projects to personal ones.
I find with PPC campaigns it is a great way to organize keywords, track data, and make future plans. Especially if you are working with a team that needs to stay involved.
No one really likes spending all the time needed to run an effective PPC campaign. It takes ages, and so much energy.
These scripts written by BrainLabs automate several of the tasks that take up the most time. Every one of these is a lifesaver, and you should implement them immediately.
Have some tools to add? Let us know in the comments!
Last year, celebrity gossip blogger Perez Hilton (Mario Lavandeira) earned an astonishing $15,000 in daily income, as his website gained a value of $2.66 million. Tech Crunch, starting out as a blog, has become a viable brand, worth $10.82 million.
Blogging has become an industry in itself. Once upon a time it was a platform for personal journalling, but over the years blogs have gained legitimacy, visibility and power on the web and beyond it. As you can see, one of the changes has been the fact that you can make real money blogging, even without becoming a major information powerhouse.
If you have thought about monetizing your website, here are some tips to help you get started.
Get Your Toolbox in Order
Whichever method (or methods) below you pick, the key is to use the right tools to organize the process well. Here are just a few good ones to consider:
- Google Analytics is a necessary evil for properly monitoring your traffic sources
- Register an account at ShareASale. That’s an affiliate marketing network that will connect you to quite a few cool programs
- If you are going to be creating and selling a product or a service, make sure to use a sales management platform to organize leads properly. Salemate is a good affordable option
Don’t Begin Right Away
This is an unpopular opinion with some, but the truth. It might seem like a good idea to immediately start trying to monetize a blog you’ve just started. But in the beginning you won’t have any traffic to drive profit.
The exception to this rule is if you already have a viable brand and are expanding it to include a blog for engagement and social marketing. In which case the traffic will come from your initial site, and monetizing right away makes sense. If not, focus on building that blog before you think about making money from it.
Google AdSense is an important tool for anyone seeking to monetize their website. They provide both text and image ads, and usually the image ads attract the most attention and lead to the most clicks.
Of course, this is dependent on your traffic, as most people will not click through to ads. But the payout is decent, it adds up over time, and they are a trusted source for such a program. Other ad programs exist, but none come as highly recommended.
Use Affiliate Programs
Affiliates are going to be one of your greatest sources of income. Whether someone is promoting your product, or you are promoting someone elses, even small payouts will lead to a decent payout over time.
The more momentum a program gains, the more passive income you will start to make. You would be surprised by the numbers and the way they build after the first six months, and especially after the first year.
You can also offer your blog to companies of products you commonly buy and enjoy. Many will pay several hundred dollars for a solid review on a well established site.
Optimize Your Search Ranking
You have to come up high in a search if you want to bring in the traffic that will inevitably up your income. Here’s a helpful checklist to get you started.
Since no one goes to the second page of Google, you have to have a good market share on certain keywords, and optimize your blog using that data. Invest in market research to find the best keywords that you can use, both long and short tailed, to improve your SEO.
Open a Shop
Having a shop only works for some people, as often a niche won’t really apply to a product series very well. But even selling mugs to those who might want to help support your site can be beneficial.
Try and create products that relate well to your niche, however, and don’t be afraid to take advantage of inside jokes and references that you have built with your followers over time.
Release an Ebook
Ebooks are big, and they have plenty of uses. They don’t bring in a lot of money, however, which can be a problem unless you have the status in your industry to be able to charge a higher price for a download.
Most people will offer them cheap or free, and use it to improve their visibility and draw people to their blog, thereby improving their other income possibilities. It will ultimately depend on you.
Example: The Lost Girls knew that and wrote an excellent book about their travels that has gotten great reviews. Both ebooks and self publication are potential routes for this goal.
Become a Speaker or Consultant
Are you now fairly well known? Have some street cred in your niche? Then start using your blog as a platform for finding guest speaker or consulting opportunities. You can earn thousands doing this.
Offer Freelancing Services
Your blog can act as a kind of portfolio, showing off your writings skills, nature and passion. That makes it a great opportunity to attract other people who want you to write for them.
Occasionally you will want to write a free guest blog post to promote your site. But otherwise you can offer your writing for pay, advertising yourself both through your blog and on sites like oDesk.
Start a Class or Series
Want something a little more hands on or creative? Then why not run a class or webinar series from your blog? People will pay good money for a well organized class, and you can offer the world your knowledge while improving your own financial stability. Everyone wins.
Udemy is the perfect place to start an online course and you can sell it through the platform too! Another great tool is Google Helpouts.
It might seem like a heavy task, and too good to be true. But you can genuinely turn your website into a profitable one, even if it takes time. You just need to know how to do it. Here are some tips and tricks for people who have managed to boost their regular traffic and are now looking to capitalize on that growing popularity
To get inspired, see this list of indie blogs that pay for a living.
Have some tips for monetizing your blog? Questions? Let us know in the comments