4 Ways to Use Data to Strategically Refine Your Brand Messaging

How are you using data to propel your business forward?

Are you conducting SEO research to make sure you’re answering questions for your ideal customer base?

Using analytics to find and patch holes in your funnel with the right strategy?

Using data to inform your marketing decisions and how to drive more traffic to your products or offerings?

According to SEO leader SEM Rush, “Data-driven marketing allows companies to optimize information about their customers and use it to develop their marketing strategy. The marketing industry has undergone a massive change in recent years, and there is no longer a need to work off assumptions or gut feelings.”  

In this blog, we’re exploring four ways to use data to refine your brand messaging strategy. 

Use Data and Feedback to Define What’s Working 

Companies large and small use quantitative and qualitative data to figure out their own unique marketing strengths and areas of need. From customer surveys to profit and loss statements, these data sources can help to inform brand messaging in a variety of ways that may not be immediately obvious. But they can be immensely valuable. 

For example, mining client exit interviews, testimonials, feedback forms, and similar items can give you vital “voice of customer” data to use in your copy and content. Using this feedback can also give you a sense of what’s working in your business… and of equal importance, what’s not.

Understanding what your customers see as your biggest strengths and areas for growth can help you work those things into your next sales training and your next marketing campaign too!

Use Analytics to Explore Where People Are Coming From 

Whether you use Google Analytics or other analytics software platforms to evaluate your website traffic, it’s vital to discern where your site visitors are coming from. When it comes to your brand messaging, this will inform how you speak to your clients and customers and will help you refine your messaging to make the impact you’re after as you move toward your goals. 

When you use your analytics to inform your messaging, you’ll find that you can really hone the phrasing, content, and calls-to-action you use on specific platforms. 

After all, messaging strategies on LinkedIn, Pinterest, and TikTok require different approaches. And while you may sell the same products or services, the audiences you’ll connect with across various platforms will anticipate something different depending on the platform they’re using when they find you. 

Allow your analytics and the resulting information on where your audience is coming from to inform your marketing strategy for the upcoming quarter. 

Find out Where You Lose Traffic in Your Funnel with Data and Analytics 

Fixing gaps in your funnel begins with thoughtful, purposeful, and thorough diagnostics. And while this may not immediately seem like a brand messaging issue, it often is.

Imagine you’re on the website for a product you’re considering buying, you’ve clicked on the product itself and as you read the description you have questions that remain unanswered.

Or maybe the description is confusing.

Or perhaps it is so long that you lose interest altogether.

While this list of messaging issues is by no means exhaustive, it does create a vision of how brand messaging can create an easy-to-see funnel hole.

And, while some funnel holes are easy to spot, especially when a funnel is simple, when the funnel or even the product itself is more complex, spotting the issue may be more difficult.

And that’s when getting some professional marketing help may be a valuable route to pursue. 

However you go about addressing potential holes in your funnel, be sure you find the issues with your traffic and fix them so you do not continue to lose potential customers and clients. 

Use SEO Research to Find out What Potential Clients Are Asking About  

Your brand messaging should also inform your content creation, of course. And what better data to use for content creation than SEO keyword research? So, conduct some targeted SEO research and develop content around the topics your clients and customers are already interested in and the questions they’re already asking online. 

When you do, you’ll position your brand as the answer to their problems and the resource with all the solutions. 

Powerful Marketing Strategies Start Here

So, now that you have some ideas for utilizing data to refine your brand messaging, it’s time to incorporate some of these approaches into your copy and content. Because combining your qualitative messaging with your quantitative data is a powerful way to develop a marketing strategy that’s comprehensive in scope and long-term in impact.

Let Our Team Help You Create a Winning Brand Messaging Strategy

Whether you’re well-practiced at researching and reviewing data and analytics or not, it’s always helpful to have a team in your corner who can put the insights you glean to work for you.

If that sounds like something you’d like to explore, we’d love to hear from you.

You can contact us here.

Together, we’ll use data, research, and strategy to reach your customers and your marketing goals.