In the Art of War, Sun Tzu writes, “to see victory only when it is within the ken of the common herd is not the acme of excellence”. In modern marketing terms, what Sun Tzu is saying is that if you are only looking at basic metrics to forge a strategy, it will never be excellent.
Data Sharing Optimization
Your marketing strategy should be reflective of every data point you’re able to acquire from your current and past initiatives. A common dilemma found in the modern business world is the concept of specialization, in which groups are isolated to focus on a particular action or marketing channel. A chronic symptom of this type of action is the segmentation of communication, and in many cases, the data acquired by that group. This inevitably leads to contradicting messages across your various channels, causing confusion amongst consumers, and missed opportunities.
Designing Your Data Architecture
What if all of those marketing channels looked at their data together? I want to provide a scenario that could be applicable to most companies in the digital space. Your company or client has the need for a full service marketing initiative: new website, PPC campaign, social media, SEO and email marketing. Instead of building the website, why not create several landing pages and drive a PPC campaign’s traffic to these landing pages? This initiative will allow you to acquire data on top converting keywords, ideal hero images, and several successful headings and ad copy.
This knowledge creates a foundation to build a website knowing which keywords to optimize for, what type of images attract your audience, and which headings and ad copy nurture conversions. Once that website is live and leveraging data acquired from your PPC campaign, you have the ability to extend your reach through a content strategy. The keyword data acquired from your PPC campaign, will provide a solid understanding of topics that will attract your ideal audience. Once several pieces of content are published, you’ll be able to define messaging and topics that resonate well with your customers, fueling a social media strategy that is engaging, and well received. All of this is possible with communication in place.
Create a Data Alliance
To be clear, specialization is not the enemy; it’s isolation. To isolate your teams, and their data, prevent you from seeing the bigger picture. Data collaboration amongst teams during all stages of an initiative (pre-planning, development, post-launch) can create a stronger message to your audience, minimize ad spend cannibalization, and increase your conversions, leaving you and your clients sitting on a pile of data gold.