The common theme behind every successful marketing campaign is its ability to provide useful data that drives effective decision-making.
Professional services firms can use this data to take deep insights into client behaviour, preferences, and trends, enabling them to customise their marketing strategies to align with their clients’ needs and deliver a greater return on investment.
Steering marketing strategies with data
Data-driven marketing, while by no means a new concept, has seen its significance skyrocket with the advent of digital technology, in particular the interconnectedness of the cloud.
Technology makes it far easier to gather data from various sources, analyse it, and utilise the insights obtained to inform marketing decisions.
This approach allows professional services firms to better understand their clients, anticipate future trends, and achieve better outcomes.
For example, data can reveal the most successful marketing channels, enabling firms to distribute their resources more efficiently.
It can also provide insights into client behaviour, such as when they are most likely to engage with content, which can inform the scheduling of marketing campaigns and content.
Client segmentation
Client segmentation is a vital aspect of data-driven marketing. It involves dividing a firm’s target clients into distinct groups based on various factors such as industry, size, and needs.
This allows firms to tailor their marketing messages to best suit each segment, increasing the likelihood of engagement and conversion.
In the legal sector, for example, a solicitor might segment their clients into groups based on industry or niches, such as healthcare, technology, or finance.
They could then create targeted marketing campaigns for each segment, such as promoting their expertise in healthcare law to healthcare companies.
However, even within segmented groups, data can help to further refine messages based on a client’s potential purchasing position.
This can often be achieved through the creation of new audiences, based on existing insights derived from a firm’s website and social media sites.
Delivering targeted content
Once a firm has segmented its clients, it can deliver targeted content designed to appeal to each group.
This could be in the form of personalised emails, tailored social media ads, or customised website content.
By providing content that is relevant and valuable to each segment, firms can increase engagement, build client loyalty, and drive conversions.
Equally, many advertising platforms rank the effectiveness of content based on its relevance to audience, which can help to improve click-through rates and lower costs-per-click during the life of a campaign.
Interpreting data from web and social media
The web and social media platforms are rich sources of data that professional services firms can use to modify their marketing strategies.
This could involve analysing website traffic to understand which pages are most popular, or reviewing social media engagement to see which posts resonate most with the audience.
The latest Google Analytics platform, GA4, provides additional powerful tracking abilities, which can even provide insights on visitor journeys to help optimise existing websites in line with the goals of specific campaigns.
Analysing and interpreting marketing data
Data alone is only so useful. It can be easy to become lost in numbers and so it really pays to invest in expertise that can analyse data and provide narrative that explain trends and provide actions to improve outcomes.
Adjusting to changes
Modern technology is constantly changing, so professional services firms must be ready to adjust their marketing strategies accordingly.
This involves regularly reviewing and analysing data to identify trends and changes in client behaviour.
For instance, if data reveals a sudden increase in mobile website traffic, a firm might need to ensure its site is mobile-friendly. Or, if social media data shows a shift in the popularity of certain platforms, they may need to adjust their social media strategy.
At JE Consulting, we can help professional services firms harness data to steer and modify marketing strategies, segment clients, provide targeted content, and help professional services firms stay ahead of the curve.
If you’d like further information on how we can help you, please contact us today.
