How to Use Big Data and Hyper-Personalization in Niche Marketing
According to G2 Learn Hub, niche marketing is one of the more difficult areas of marketing. Many people would be fooled into thinking that it’s easy because the target market is so well defined that there is little to no guesswork involved. However, because the target market is so small and clearly defined, it means there is no room for error. Each advert, each blog post, each email has to hit the mark or you’ll lose out on a conversion.
The Importance Of Personalization
Personalization is where you are going to win most of your battles when working with niche marketing. HubSpot explains that the entire experience that each customer and potential customer has with your brand has to be personalized so that they feel the marketing is tailored for their wants and needs. It’s a big ask, but when you know your target audience well, you can achieve it. This is all possible when you have a well-defined niche.
Personalization can be applied to all areas of marketing, even your search engine optimization (SEO). For example, a law firm would want to rank for keywords like “lawyer”, “law firm”, and “law office”. They should also be looking at exactly who they serve – geographically and what area of the law they practice. Needless to say, increasing local SEO for law firms will produce measurable results in no time. The more this can be pinned down to the exact niche, the more the potential client will feel that they are being heard and seen by the law firm.
Can Big Data Help With Personalization?
Big data is a major buzzword in the age of the internet. Essentially, we live in a time when it’s never been easier to find out more about your target audience based on what they do online and the information they share. Businesses can track the movements of each visitor to their site, as well as how they got there, and where they go afterwards. It’s also possible to mine data from social media to create a clear picture of who the people are in your target market.
The question is – how do you use this data to assist your niche marketing efforts? With so much data available, it can often be overwhelming to try and sort through it and find any meaning in the information. According to Neil Patel, 95% of marketers don’t make the effort to analyze the data available because it is too overwhelming. They simply can’t get through it all, so they don’t attempt it, despite knowing that this data is the key to their niche marketing needs.
What marketers really need to do with big data is be smart about how they use it, as well as about what information they collect. Going back to the law firm example, simply tracking the search terms used to find the website or the pages they looked at on the website can be enough to offer up a personalized experience through Google Ads and display adverts. It’s important to tap into what the user wants and to make a connection that lasts.