Using Big Data to Enhance Internet Marketing Campaigns

Marketing strategy based on actionable intelligence from big dataBig data is a hot topic right now, and for good reason. Today’s business intelligence tools make mining massive databases for information a fairly simple process for end-users. In fact, business intelligence can be integrated into lead generation forms and used to standardize and clean the data – all in the blink of an eye. It gets even better. The leads can be segmented based on data and performance measured, monitored, and analyzed. As a big data-based Internet marketing campaign continues, it becomes possible to score leads based on quality and conversions. Thus, future leads can be prioritized or ignored based on reliable, performance-based metrics.

Using big data in Internet marketing campaigns begins at the lead capture point of the process. With traditional online lead generation strategies, marketers require leads to fill out a form and provide specific information in order to receive a free report, white paper, eBook, or other incentive. While most Internet users are accustomed to filling out basic forms with their names and email addresses, they balk at longer, more intrusive forms.

If you’re targeting business leads, you may want detailed data from each prospect such as the prospect’s job role (and, thus, the likelihood of being a decision maker), the size of the firm, number of employees, annual revenues, and other information. This information is helpful in determining if the firm is a good fit for your product or service. Using detailed information allows you to segment leads based on the company’s size, the prospect’s job role, the type of information requested, and so on.

However, a CEO searching for information contained in your white paper, online video series, newsletter, or other downloadable product may feel the effort isn’t worth the informational incentive. By integrating big data at the lead capture point, you can tap into external databases that match user supplied information with larger databases containing additional details.

For example, your lead capture form might require the individual’s name and job role as well as the company’s name. Technology exists that can cross-reference the company’s name to business databases that contain the firmographic data you require. Your prospects no longer need to fill out long forms, and you receive valuable data that you can use to segment and prioritize leads based on company data retrieved from external databases.

These big data technologies can also deliver standardized data as well as verify contact information. For example, individuals may be inclined to enter fake phone numbers in an attempt to avoid phone calls. Others may inadvertently transpose numbers in an address. Database service providers use technologies that can detect and correct errors like these using a process known as data “hygiene.”

Scoring leads is another benefit of using big data and business intelligence in your marketing campaigns. For example, analytical tools and reports can reveal which types and categories of leads actually convert. Depending on how far you want to take it, you can also include cost per lead, revenue per lead, and other metrics and compare results by segment. Using business intelligence, analytics, and input from your sales team allows you to rank leads based on quality. You can scorecards to identify the hottest leads for your sales team as well as discard leads that are likely to lead to nowhere or cost too much to pursue based on historical information.

By tapping into big data at the point of lead generation online, you can get the information you need without overly imposing on your prospects. Business intelligence tools allow you to clean, standardize, segment, and prioritize leads based on scorecards.

Video Viewers: Tips for Converting Your Video Viewers

You’ve done it – you’ve engaged your site’s visitors with video. They like your products, they trust what you’ve told them so far, and they’re engaged. Now it’s time to move them out of the engage phase and convert them into customers. You can do this by creating videos designed to prompt viewers into performing a specific action.

Before you can do so, you need to know exactly what specific action you want your viewers to perform. This may sound obvious, but it’s often overlooked. Without clear instructions telling viewers to “download a trial version,” “subscribe now,” or “order by midnight,” your viewers may continue on their way oblivious to your offer. No matter what topic your conversion video addresses, make sure that it ends with a strong, clear call to action.

Earlier, we talked about identifying your target audience. You did that with your engaging videos. Now that your audience relates to your company, products, and services, take that relationship a step further by introducing your offer. You’ve earned your audience’s trust and your viewers are ready to learn more. By posting online videos that educate viewers about your products and services, you are building toward the ultimate conclusion where you’ll ask the viewer to perform an action such as “order now.”

Just as you tailored your earlier videos to a specific audience, you’ll want to keep this same audience in mind as you create online videos designed to convert. In these videos, you’ll want your product or service to be the star. Show your product or service in action and the benefits it delivers. Remember, while features are neat, benefits are what sells a product. People don’t buy razors because they have five blades; they buy them for a closer shave and softer skin. They don’t buy picture frames because they measure eight by ten inches, they buy them to keep their memories alive.

The following video types lend themselves to converting online visitors into customers:

  • Product demonstration videos – If you’ve ever spent time in the gadget exhibit hall at your county fair, you’ll understand the power of product demonstrations. After all, the kitchen knife demonstrator showed that his knife could chop, slice, and dice unlike any other.
  • Product or service overview videos – Closely related to product demonstrations, overviews allow the viewer to see your product or service in action. Think of these online videos as commercials that highlight the benefits the viewer will enjoy by purchasing your product or service.
  • Video testimonials – Hearing how other people have successfully used and benefitted from your products or service is motivating. By posting online video testimonials on your website, you are providing viewers with proof. With people just like them raving about how wonderful your products and services are, your viewers will feel reassured. If you’ve already built credibility through your other videos and online content, video testimonials can give you an added boost and convert visitors into customers.

Online videos can convert viewers if you’ve built credibility, targeted your audience, and tailored your message to match with a strong call to action at the end. Make sure you know exactly what you want to accomplish and produce a video that converts.