Leveraging marketing for health data is a proven way to optimize your marketing campaigns. Ignore this and you could be left sinking thousands of dollars in the wrong messaging, on the wrong platforms.
A transition in marketing is happening that will redefine how marketers reach health consumers. If you’re late to the shift, expect to lose market share.
Consumers aren’t relying on what’s only in retail stores. Consumers are going direct to their favorite online brands again and again.
But the key is understanding how your marketing needs to change to take advantage of this online shift.
It’s not good enough to just grow brand awareness. Brand awareness by itself is fleeting. In fact, a great customer service and product experience will build lasting brand awareness. Just focus on selling efficiently and you’ll get there.
That’s why it is critical you know this distinction:
Advertising drives brand awareness. Direct response drives sales.
Advertising focuses on colors and designs. The direct response is about hard numbers and marketing effectiveness.
But, direct response marketing only works if you invest in tracking all aspects of your marketing ROI.
So, what should you track?
The short answer is: EVERYTHING.
The more you can leverage real-time technology to monitor sales, click-throughs, and conversion rates the more effective your marketing campaigns will be.
Ask The Hard Marketing For Health Questions
It’s one thing to track sales metrics, but it is another to know which ones you should track.
You want to have the right information you need to make informed marketing decisions.
Here are the sales metrics you need to know:
- Cost per new customer. Make sure the cost to acquire customers is justified by how much they buy. If you’re spending $500 to get a new customer who has a lifetime value of just $590, then the numbers speak for themselves.
- Social media? More traffic to your website? Hone in on what consumers are doing when you have their attention.
- Incremental store sales for every dollar of online advertising spend. You should be able to tie your marketing spend to sales. If your marketing isn’t adding a considerable lift to your sales, then it’s time to go back to the drawing board.
Bottom line is…
In order to know how to adjust your marketing, you must be clear on how your marketing efforts are doing — at all times.
Data Spurs Marketing Optimization
When you have data on your marketing effectiveness, you will be empowered to improve. And, more importantly, you will know exactly where the marketing breakdown is happening.
The more marketing optimization you can achieve, the higher the sales you can generate for the same ad spend. Google analytics, universal tagging, and even call tracking from companies like Dialoguetech allow you to see which ads and which channels are producing a measurable return.
But the real power of data-driven marketing is in giving health brands the incredible insight to personalize marketing. Over time, you can develop a baseline of knowledge about seasonality, holiday promotions and the best offers and creatives that drive more sales for the marketing dollar. With this information you can position your marketing to drive sales on the exact channels and times that you know work the best.
If you know when your customers buy, what they buy, and what platforms you can reach them on, then you can create highly-compelling campaigns that immediately resonate with your target audience.
It’s all about using data to be at the right place, at the right time, with the right marketing for health messages to drive sales. Keep in mind that the top health marketers know daily what their sales are and are getting reports on KPIs of performance with a regular cadence.
Follow the numbers and you’ll be rewarded with impeccable insights. Ignore the numbers and expect your marketing ROI to suffer.