With years of business analytics and directional modeling experience, Justin Bumann reviews with you the importance of making business decisions based on consumer views and proven data analytics.
It’s common that service and product owners, marketing professionals, and graphic designers develop media campaigns based on their view point, only considering what that individual likes, both as content and visual dynamics. This is the first issue that arises; yes, these professionals should apply their vision of the service and product, but it’s key to step back and look at it the campaign from a consumer perspective. How do you feel the consumer will see the creative or message? Will it resonate with them, not you? This sounds like simplistic process, but it’s often time overlooked.
As you work toward viewing a campaign from the eyes of the consumers, then develop the campaign with maybe one or two variables and start testing. As you start testing the campaign make sure your test variables are created equally.
Once the campaign has run its course, let the data guide you to your next steps. The second issue; Many times, professionals will gravitate again to what they feel will perform best and in their view Variable A will develop the best response, but if the data shows Variable B is the top performer, then this should guide your next decision.
It’s common for even the most experienced professionals to make some of the simplest mistakes. In summary make sure you are viewing the product or service from a consumer view and let the data guide you in growing your business.
Author: Justin Bumann
Social Media Content
In his work as a marketing professional, Justin Bumann carefully studies industry trends to understand which are the most timely and effective. Justin Bumann draws on an in-depth knowledge of search engine optimization (SMO) strategies and the techniques involved in growing an online audience.
Since companies have embraced social media as a way of connecting with customers, the amount of content available has increased exponentially. Now there is more information available than readers can possibly consume. This means that online marketers must carefully target those users likely to show interest, while refining content to be as attention-grabbing as possible.
Content should include effective headlines, formulated in line with industry best practices, which include simple language and a straightforward mention of what the reader will get out of the article. The style of the content should be aimed toward the company’s target demographic, while also communicating the personality that the brand wishes to convey. Perhaps most importantly, however, the post should include a call to action that brings the audience back to the company’s website.
The marketer must then turn toward expanding the post’s reach, as having good content is no longer enough to make a company stand out. Experts recommend placing the content before the eyes of those users who are influencers in the company’s field of interest. Similarly, interactions with other network connections can lead those users’ social media friends to follow a comment or like back to the post in question.
Ultimately, the more users a company interacts with, the more reach it has on social media. Combined with strong content and appealing invitations to take action, this connectivity can significantly spread awareness of a brand.