Leveraging Insights in Digital Marketing to Drive Soaring Results  

October 10, 2023

In today’s digital world, having detailed insights about your customers is what matters the most if you want to get the best benefit out of them. Marketing insights are the accumulation of important customer secrets such as demographics, wants, and needs that are vital ingredients in creating the best marketing campaigns for those customers. GBSN Research states that insights help brands understand their consumers more closely, which ultimately results in the creation of better conversion strategies.




Where to Get a Hold of Vital Marketing Insights?


Companies providing professional SEO services use various resources, such as buyer personas and client surveys, to get a hold of valuable marketing insights. Feedback received from your existing customers is also a great way to grab on those insights. Online reviews, for example, can be a valuable source revealing exactly how your customers feel about your offerings. Online reviews will tell you where your brand excels, where you could do with improvements, and what your competition is managing to do better. Yelp, Glassdoor, Better Business Bureau, Facebook, and Google, for example, are some popular review sites. Moreover, an even more in-depth way of getting insights is by conducting face-to-face interviews with your customers, which is time-consuming but indeed very effective.


Meet Consumer Demand

McKinsey & Company revealed that consumer demands have shifted rapidly and show great movements after the pandemic. Tracking the insights of your regular customers or prospects allows you, as a business, to gauge those changes in demand and act accordingly. Marketing insights give you a crystal-clear image of the varying spending habits of customers and how recent trends have affected their purchase behaviors. In turn, you’ll be able to use these insights to improve your existing products or services, or create new ones. Ultimately, once you can correctly measure your customer’s changing needs and wants, you can make more money. A study by Harvard Business Review states realizing the full potential of your customer allows you to earn more profit since you can make better-informed decisions that way.


Improve your local SEO strategy




Marketing insights can also be used to improve your local SEO strategy – which is essentially an SEO strategy that can help your business become more visible in Google search results to customers in your region, city, or neighborhood. Keep in mind, 30% of all Google searches are related to location, while over 75% of people who perform a local search on their smartphone end up visiting a business within 24 hours. And, nearly 30% of those searches directly result in a purchase – which highlights just how important local search remains for businesses today.


So, for instance, Forbes has identified San Francisco as the number one city for small businesses, which further emphasizes the importance of a strong local SEO strategy in order to succeed in this competitive city. In this case, a San Francisco SEO company can use an effective local search engine optimization strategy to boost online visibility and drive more in-store foot traffic. Optimizing your website for relevant local keywords, in particular, is key to appearing in the search results when target customers search for terms relating to your business. Local keywords like “San Francisco marketing agency” or “digital marketing agency in San Francisco” can help you stand out to the right people who actually have the means and intention to visit you in person. On the other hand, if your business is in New York City, for instance, you’ll need to adjust your local SEO strategy accordingly with keywords like “NYC digital marketing agency”.


Updating your Google My Business profile is also essential for local SEO – this is essentially a free tool provided by Google that lets you create and update your business listing. Your Google My Business profile is also one of the main factors Google considers when determining your organic local search ranking. Be sure to fill out your listing in detail – with your business name, address, and phone number, as well as a business description, opening times, and relevant photographs. Keep in mind, listings with photographs of the physical premises, staff, and products or services get around 42% more requests for directions, and 35% more clicks through to the business  website. The fuller your profile is, the more information customers will have about your business, which means they’ll be more likely to choose you.


When it comes to using marketing insights to improve your local SEO strategy, social listening – the process of analyzing conversations about your brand – can be a useful tool here. With social listening, you can discover what local customers are saying about your business, as well as their general interests and needs. Then, you can use these insights to optimize your local SEO strategy as needed. So, for example, perhaps you’re a restaurant owner who’s discovered through social listening that your customers wish your premises had outdoor seating. In this case, you can start offering outdoor seating, and make sure to add this detail to your Google My Business profile. By improving your business with an in-demand feature and making sure to advertise this exciting update online, you can ensure your business is fulfilling customer needs, and also appeals to an ever wider audience than you were before.


Quickly Judge Market Changes


Another impressive advantage of marketing insights is their ability to quickly judge and forecast market changes and draw out a pattern between consumer habits and spending levels of customers. Marketers can use this data to their advantage by tweaking the ad campaigns accordingly and shifting focus at the right time to save you money losses on ineffective campaigns. Walden University reveals that when businesses fail to realize the potential of their customers, it causes a great loss of productivity and revenue.


An important puzzle piece of any SEO and digital marketing campaign is knowing your customer with the help of valuable marketing insights. Businesses can greatly benefit from this resource and thrive in the cutthroat competition.



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