July 6, 2020
We‘re betting that one way or another, you’ve heard about data-driven marketing during your foray into market research. Basically, it’s an innovative approach to marketing that uses data pulled from a brand’s or organisation’s research initiatives. Market research is usually done to answer some questions a brand may have about their target market or existing customers.
Market research usually has a lot of end goals. Brands also frame their research to suit their current needs. Essentially, it’s one of the most effective ways of rationalising marketing campaigns and maximising your ROI. Eventually, insights from market research data help increase revenue.
Aside from the basic “how to do market research” question, you’re probably also wondering how best to maximise your market research data. In this article, we give you four ways of utilising market research data in a way that best maximises its SEO impact for your brand.
Keywords are essential to building traffic around your brand. SEO Pressor likes to think of keywords as “channels” through which customers discover brands. That is why when finding the best keywords for our content, we immediately go for the high-ranking ones. That’s effective, yes, but this puts you in competition with other high-traffic websites. This makes it harder for you to rank high with the same keyword. As a response, we encourage you not to commit one of the most glaring SEO mistakes there is—disregarding the low-ranking keywords. You find these “low-hanging fruits” simply by observing the low-ranking keywords, but most especially. Additionally, you find them when you do market research.
Observing search queries from up-to-date and relevant market research, as well as industry trends, is vital. They provide you with an in-depth look at the information your audience deems particularly relevant. What they’re basically looking for. Start with generic head terms and trickle down to find more specific words or phrases. Observe how they and where your customers are looking for these keywords. The tone they use, the devices they make their searches from, etc. This will allow you to recalibrate your website based on your audience’s queries. Do this to ensure that when they do their search, they find you and not your competition.
Usually, businesses carry out their own research with a team of in-house researchers. If they don’t have one, they employ the services of third-party providers to carry out the market research for them. They hold interviews, focus group discussions, send out surveys, or even make use of secondary market data. Whatever route a brand chooses the collected data remains an indispensable part of their strategy.
Aside from using the data to come up with insights for their brands, the usual route is to create useful resources from it. It ensures that you don’t run out of content. Additionally, a load of informative resources on your website also establishes you as an important thought-leader within your industry. It screams credibility and attracts more people to your brand. Write them up and utilise them all you want. Additionally, keep in mind some of the most common key performance indicators in content marketing.
As your customer group evolves, so do their problems. It’s an inevitable part of doing business. While you do have a stake at how your market moves or behaves sometimes, you can’t always foresee the changes within their primary concerns and the mounting problems they may incur. Another reason why your market research data is invaluable in that it identifies these things for you.
It delves into the root causes of why people suddenly move the way they do and how certain things affect their behaviour. This, in turn, allows you to adjust your strategies according to your market’s needs and align it with your own goals. This may mean adjusting your content strategy or anticipating the hottest SEO trends. This lets you reposition yourself in accordance with your market. Finally, think of it this way: when you know what plagues your target market, the better you can be of service to them.
There are many ways of communicating with your audience. Even not communicating with them is already saying something. And we don’t want that. When you understand the triggers of your audience, you start to figure out how best to communicate with them, too. How best to respond to their queries, what tone and template you should use, and what channels they want to be “communicated on”. Take video marketing, for instance. It has surely gained prominence on social media. A 2018 data-driven report by HubSpot says that 54% of people in social media preferred the video format over other content types. This data is leading some brands to try their hand at the video format or incorporate it more on their content strategies.
Another channel for getting invaluable market data is social media listening. In an article we published, we looked at social media listening as a way of bridging communication between a brand and its customers. And for good reason. The insights you glean from assessing market sentiments lead you to a deeper understanding of their behaviour. Finally, this helps you develop an enduring, two-way organic relationship with your market. One built on trust and understanding.
When the market talks, brands listen. It’s how you ensure you’re on top of things and proactive with your strategies to handle any existing or emerging market needs. A data-driven market research is paramount to achieving that.
Need help utilising your market research data and planning your digital marketing efforts? Our team of digital marketers can help with that. Give us a call today!
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