USING INSIGHTS TO INFORM MARKETING EXECUTION
The majority of marketers are missing half of the picture when they use insights to inform marketing execution for their brand.🚨
Leveraging insights to inform your marketing activities isn’t about checking your audience insights on Instagram or your web traffic via Google Analytics. It’s about looking outside your brand’s own four walls to inform and inspire a more effective strategy through data-backed evidence.
So, here's the framework that our team at RightMetric uses:
Caveat: What I’m giving you today is the framework for how it’s done. If you have some marketing intelligence tools like Similarweb, Semrush, or Unmetric and are willing to put in the time to do some manual data collection as well, you’ll be able to surface some insights using this framework.
🔎 Step 1: Look at your competitors' marketing activities AND KPIs across as many digital channels as possible, and keep track of their progress over time. Both activities AND KPIs are important, and I’ll show you why in a moment.
⛏ Step 2: Look for a growth spike in either your activities or KPIs and determine if it happened for all the brands. If the spike happened for all the brands you’re tracking, it’s probably a market trend or seasonality. If it’s just one brand, it’s probably because they have a winning strategy on their hands.
🎯 Step 3: Isolate what caused the growth spike by examining their activities across all digital channels before and during the spike. Look at as many channels as possible to paint the full picture – ads, emails, social posts across all platforms, their website, partner activations, etc.
📝 Step 4: Once you’ve isolated the growth drivers, turn it into a step-by-step growth strategy that your team can replicate and build on.
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