Prospects share a great deal of personal information, which is known as buyer intent data, with you as they move through your buyer’s funnel. This information, which is also known as data, can be used to help your business formulate strategies that have more chances of succeeding.
This data, over time, will improve your conversion rate and growth metrics. Additionally, you can use this data to create better content that is filled with targeted marketing messages and relevant information which you know your prospects want to know about.
This can be an incredibly tedious process if you don’t have automation in place. Here are a few ways you can use customer data to create better content for your customers and turn them into loyal advocates of your business.
Here are a few ways you can use customer data to enhance your content strategy:
Create engaging content with Buyer Intent Data
The power of customer data is that you can find out what they want to see and use this as inspiration for future content creation. It takes the guesswork out of the planning stage and allows you to dive right into a topic that you know will resonate with the audience. This will enable you to create content that will have a higher success rate and generate more leads.
You can also use this data to understand what your audience doesn’t want to see. This is a clear indicator that you should stop wasting time creating this type of content.
Identify what content resonates with which audience
You can find out what types of content strike a chord with your audience from your customer data. There are lots of different ways to communicate with content, for example, how-to guides, infographics, lengthy eBooks, webinars or videos. When you have a database of customer behavioural habits, you can identify the appropriate form of content for your ideal customers.
From this, you can create better content in the future and fulfil your content marketing objectives.
Determine the optimal time to publish your content
You can create the most engaging type of content and put it into an easy-to-understand format, but if you push it out at the wrong time, then you could be missing out on colossal lead generation opportunities.
From your analytics, you can determine the optimal time to publish and push your content out to the public. Whether you share your content via social media or through an email campaign, time is an essential factor. You’ll be able to see the time at which customers engage the most with your content.
Create content based on your customer’s location
Like everything else we’ve mentioned, it’s easy to determine their location along with their content preferences. If you want to cater to their locality, you can create content that targets them specifically. Also, you can share it across popular social media communities in that specific location.
How to enhance your marketing campaigns with Buyer Intent Data
Buyer Intent Data, coupled with your internal intent insights, will allow you to create a highly targeted and personalised campaign. Layering all this information will help you to develop a crystal-clear picture of who your targeting as well as being able to establish goals and challenges.
Once you have this clarity on accounts intent and insights, you can then start building out propositions, campaign messaging, and strategies for execution. This will essentially allow you to target the right accounts, with the right marketing messages at the right time.
With the help of Buyer Intent Data, campaigns can benefit from:
- Enhanced ad targeting
- Accurate outreach and nurture opportunities
- Lead prioritisation
- Precise, tailored, personalised messaging
By automating specific processes such as list filtering and email sends, you’ll be able to streamline the process from receiving data to engaging with prospects.
There are many tools available that will allow you to segment data dynamically based on triggers such as properties. By segmenting the data you’ll be able to start automated journeys which can be tailored to specific personas based on those lists and properties– for example, anyone who searches for your competitors could automatically be sent a price comparison document.
Zymplify’s multichannel marketing automation platform can automate the entire process from creating the buyer intent campaign to engaging with prospects.
The campaign will then dump a daily dose of hot leads directly into a list in your CRM. From here, you’ll have multiple options such as to send on an automated journey or send straight to the pipeline for your sales team to follow up with.
Individual actions can be automated based on your buyer intent sources and triggers. For example, anyone with a buyer intent source of attending an event can be sent a series of emails. Once you’ve set up this journey, prospects will be added to this daily automatically meaning that once it’s set up, it doesn’t need any further human intervention.