How to Use Data More Strategically to Reach Audiences

The digital marketing strategy revolves around familiar platforms such as Google Advertising, LinkedIn campaigns, and Facebook Returning. They are reliable platforms that have measurements that you can evaluate the ROI. But is this commonly used strategy is always the best choice? Is it possible that beyond familiarity, you will find opportunities that produce even better results?

On the podcast of data -powered decisions, we talked to Rand Fishkin about his company, SparituroA device that helps marketers find out that their audiences spend time so that they can become more strategic than their marketing efforts. Rand shares that you can break the noise and create confidence by finding niche communities and channels with your specific audience that is more compatible with your specific audience.

Apply your time and energy more efficiently

Collecting and analyzing data helps marketing teams guide their time, money and energy where it will cost the highest. This has been the key topic during our conversation Data -driven decisions Book of Pod Cast and Our Host and Managing Director Zonite Ho, Personalities of data -driven.
There is nothing more important when it comes to planning marketing campaigns and strategies than the audience’s insights – we need to know everything about our audience, their content consumption and their favorite platforms.

Rand shares that what Spartero does helps you to focus your marketing strategy in the right places. This gives users a picture of your target audience’s online habits – the websites they like to use, the type of podcast that they hear, or affect them. Equipped with this information, marketers can be more targeted in their efforts.

“There are hundreds of billions of dollars that are focused on these channels who claim that their ads work, on the contrary, where do our livelihoods really spend time? Where do they engage? Where do they learn about products and services? Where do they try and solve their problems, they are trying to solve them.

Rand shared some of the excellent examples of Spartero users who have seen success from this redirect point of view.

For example, a podcast wanted to run more sponsorship income and look for guests who reached the audience, their sponsors wanted to stay in front. They used Spartero to search for people who are influential in space with popular X accounts or YouTube channels and arrive to invite them as guests. He then brought the influence to his audience into the podcast, which attracted the sponsor, and for this reason, he received the tax for the podcast.

Another example that Rand has shared is an event organizer in the technology space that uses Spartero to find event speakers with fans that will attract sponsors from which the administrator can reach.

Both are excellent examples that you can use audience data far more effectively than investing in a more common view of widely paid ads. Why? Because they focus on the fact that the audience is already there. In both of these examples, the data allows you to target potential leads at the beginning of their customers’ journey, rather than they are more likely to be exposed to your rivals.

Understand the wider consumer travel vs. Paying Advertising too much

Rand shares that when thinking about data, a common mistake of marketers is to choose channels that have a clear way to measure attribution and ROI than more related channels than your audience. For example, when consumers are listening to the brand first somewhere else, marketers can focus greatly on Google’s ads. Rand explained:

“A ton of what happens in Google is actually the answer to something else. Therefore, those who inquired into Google, rarely, was the first touch thing. It was like that, oh, I heard about this software, so I went to Google and Google, and I just found it as Google, and I did not look like it, and I just found it, and I just found it, and I just found it. It was

The tendency to rely on paid ad, especially Google, Meta or Linked, can be seen as a safe condition. This is clear and measured. You invest and then the platform tells you how this investment was paid. This matrix is ​​both familiar and can be easily packed with notifications to submit stakeholders.
The risk here is relying heavily on this procedure and is ignoring other parts of the customer’s journey. When marketers focus exclusively on these ‘safe stakes’, it is easy to improve the way that is easy to measure rather than to look for other fields, which can be more effective.

The fact is that your grievances can hear anywhere about your solution or brand and you can come to Google to find. Regardless of, if they click on Google’s ad, you can see that as Google advertising wins, they really had a busy edge using Google as a middleman. Although the result may be the same, you may not be able to detect what happened before you come to Google and use it as a new avenue for your marketing.

For example, a new edge may have heard about your solution or service that has been mentioned on his favorite industry podcast or at a conference. If you knew about the places that your potential audience was before coming to Google, you could use the place for more strategic marketing. A person who came to Google after the conference could have been five people if marketing was focused on the conference rather than just Google advertising.

To invest in zero click marketing to run the results

Rand shared an excellent example in the podcast about a data story steeling company, charter, who decided to focus on a specific Reddate community for its marketing. “R/Dataisbeautily” is a subdate where users post and discuss the concept of data. The charter easily began posting data graphics without branding efforts or call -to -action. The purpose was to include the community – the people who were posting the charter are interested in similar things.

The best part for its marketing team? It was far more efficient and cheap than investing in paid advertising.

This is an excellent example of Zero Clack Marketing, which is developed by the Marketing VP of Amanda Netwidad, Spartero. This marketing method focuses on your audience’s visit directly on the delivery of price – forcing anyone to click on your website. By producing content that stands on its own, you can engage users where they already exist.

Imagine LinkedIn Share an insightful post on them, make a discussable infographic for Reddate, or post video series on YouTube. The purpose is not to take users back to their site, but also create credibility and identity within the places where your audiences already spend time. Over time, this strategy helps to establish confidence and loyalty, ensuring that when your audience needs a product or service, your brand is in mind.

To align the data strategy with your goal

Rand has made it clear that he is not against social platforms and advertisements paid on Google, he says if he is working for you then it is great. But more traditional, more traditional, are able to find beyond alternative routes.

“If you are really valuable to spend money, don’t let me stop you. But if you think of yourself, the place I spend in the places may not bring me an extra customer, which almost always happens, maybe some of the marketing’s creative, thinking and audience -based figures.

The suggestion to handle your data strategy is to think about your basic goals and the problems you are trying to address.

For example, if you are trying to get a deep understanding of how people think about your product, survey and customer interviews are your best bet. If you want to learn which specific website your audience gets, the same survey and interviews are probably leading to prejudiced results, and can help in the same place like Spartero.

In his conversation with Zonite on the podcast, his separate message is to know that data does not tell you everything. It can expose a lot about your audience and help you guide your attention more effectively, but there is also a great deal that loses data.

“I’m not saying the data should not be kept, but I think it pays for you to be responsible for your recognition which issues can solve the problems and what they cannot solve.”

Part of the Spartoro strategy is to regularly interview consumers. They help expose new insights and ideas that data cannot really be captured. For example, data can show you where people click inside an app, but this does not provide insights on people who do not use the app or what they are disappointed. In this example, just letting these app data and improving your strategy leaves you from a blind position. Instead, by learning more about your extensive customer base and their experiences, you can re -focus your marketing efforts and business strategies.

New appreciation of your marketing approach

Rand’s conversation is a key reminder that achieving better results in marketing is not just about pursuing numbers. This is about being strategic and investing in your attention where it means most. Only the data will not play the results unless you use it to make it aware of your strategies and make meaningful contacts with content to get closer to your audience.

Want to get more information from Rand Fishekin? Listen to the incident on our podcast data -driven decisions.

And, in the impact of marketing and business data, test the rest of our limited series of Zonite Ho in conversation with top leaders of the Lord, Sales Force and IBM -like organizations, in which it is known how the data affects not only marketing strategies but also the company’s culture. Find out more about the personal nature of Zonite’s book data and get special discount here.

Catch all eight episodes here.