What is a Sleekstone?
Why Sleekstone: Data-driven strategies that seamlessly guide customers to purchase.
Technology is constantly improving our ability to tap into fundamental consumer behaviors, but few businesses are able to adapt their marketing tactics fast enough. Data is everywhere, and a data-driven approach to marketing allows businesses to connect to the right customer with the right message at the right time. A sleekstone marketing strategy takes the power of first-party data further to seamlessly guide customers from brand awareness to purchase.
What is a Sleekstone?
"Sleekstone" is an old English word that refers to a smooth stone used for polishing. It’s a helpful metaphor for the kind of marketing strategies that smooth out the rough edges of the typical marketing funnel and move customers toward a purchase. When data-driven strategies and tactics are executed correctly, they can refine your approach and lead your audience on a seamless journey from brand awareness to becoming devoted customers.
Unleashing the Power of First-Party Data
In a world with so much noise already, it's crucial to speak to your customers directly with personalized messaging. The secret is, data can only drive results if it’s valid and trustworthy. “Garbage in, garbage out” has never been so true than when you launch a full-funnel marketing plan. Digital Marketing Institute says that companies who use data that was collected directly from their customers can generate double the revenue from a single ad. Capturing the right first-party data and setting a process for analyzing customer behaviors can help you feel confident that your marketing campaigns will reach the right people.
1. Personalized Messaging
Once you’ve collected this valuable information from your customers, you can start segmenting your audience based on their preferences, behaviors, and demographics. This information allows you to craft highly personalized and relevant messaging that adds to the conversation your customers are already having. When they feel that your brand understands and addresses their needs, they are more likely to engage and make a purchase.
2. Content Optimization
Analyzing data reveals which types of content perform best with your audience. Whether it's blog posts, videos, emails, or social media posts, data-driven insights can help you fine-tune your content strategy to deliver precisely what your audience craves. This not only attracts potential customers but also keeps them engaged throughout their journey.
3. Targeted Advertising
Collecting first-party data and understanding traffic patterns on your website can help you create more effective targeted advertising campaigns. This means you can display your ads to the right people at the right time, increasing the likelihood of conversion. By leveraging data, you can identify the channels and platforms that yield the best results for your business.
Moving from Awareness to Purchase
So, how do you take your data-driven strategy to the next level and attract new customers through every stage of the funnel? Here are three must-have strategies that optimize your messaging from brand awareness to consideration to purchase:
1. SEO and Content Marketing
One of the primary methods for raising brand awareness is through search engine optimization (SEO) and content marketing. Creating high-quality, informative, and relevant content that ranks well on search engines can attract potential customers actively seeking solutions or information related to your products or services.
SEO and content marketing tactics are constantly changing, though. While it may seem impossible to “crack the code” and think like the algorithms, you have to stay up-to-date on all the latest page-ranking criteria. Content Marketing Institute recently evaluated the SEO landscape and outlined some simple SEO tactics to help you make sense of it all.
2. Email Marketing and Nurturing Campaigns
After capturing your customer’s attention, nurturing the relationship and staying relevant are essential. Personalized emails serve as a powerful tool for this purpose. Create your own original content that answers your customers’ burning questions. A newsletter is a great starting point, but also consider adding in blog posts, product announcements, special promotions and more. Ask them what they want to hear most and then deliveryStay in front of your customers and cement your brand’s reputation as a thought-leader so they continue to look to you for more valuable insights.
3. Remarketing and Retargeting
It takes multiple interactions with your brand’s message before a customer decides to buy. This is where remarketing and retargeting come in. By leveraging the data you have on your customers, including website behavior and personal preferences, you can strategically display ads to people who have an interest but haven't yet made a purchase. A smart, data-driven ad campaign with clear messaging can be a strong reminder of your products and services, and will encourag them to take the final step.
Add Sleekstone to your toolkit
Developing an effective data-driven plan that drives results takes transparency, innovation, and commitment. Transparency means you’re honest about what your business needs and what resources you have available to get there. Innovation allows you to go outside your comfort zone and try new things. And finally, you have to be committed to the process so your campaigns have time to grow and scale.
A “sleekstone” strategy gives you a powerful toolkit for your business. By implementing strategies that include SEO, content marketing, email marketing, and audience retargeting, you can pave the way for more revenue and long-term customers.
