No two ways about it, in the modern age of marketing, data has to factor into the equation. You can’t target, track, or establish an ROI without it. However, data is not a cure-all for the marketing blues.
As you plan your all out assault on the market, you need to figure out exactly who you want to reach. This goes way beyond demographic research, especially within the trucking industry. You can (with the right data of course) create the parameters of your ideal fleet and then find every fleet matching that description. By using CSA, UCC-1, and USDOT data you can establish brand affinities, buying cycles, age of equipment, and much more. Append all this data with some industry research, and you have a map. This map tells you who to target, how to time your communications, and what type of communication is likely to work the best.
Whether it be your value or the value you bring your customers, the only way to establish a win is by analyzing data. On your side of things, it looks like open rates, clicks, and conversions. For your trucking clients it looks like freight being hauled. Data has already informed you of the needs of your potential clients. By tracking CSA violations, you can know the violations keeping a fleet’s trucks off of the road. With carriers losing around $800 dollars a day for each truck that isn’t moving freight, proving value to your clients is fairly easy.
After any campaign, online or otherwise, if you have tracked things correctly you should have new data. This data should tell you what worked and what didn’t. You should know if you grew your market share or not. Now it is time to map out your next move on the market. Never plan in the dark or assume that what you do is profitable. Use data before, during, and after any marketing effort.
Data can tell you who to convert, but that is about all it can do on the conversion side of things. Without compelling content and or a skilled salesperson, data is limited. Your data doesn’t mean much to your clients. Data gets you talking to the right people about the right thing, but it doesn’t convert.
To find out the brand affinity of prospects is one thing. To make that brand yours and foster that loyalty is another. Data can tell you the first, but will never accomplish the latter. Content marketing and good customer service are great ways to gain the loyalty of your customers.
Value is still at the core of the marketing game. If you can’t offer value, you will lose your audience. If you’re not willing to put the work in to create the best experience possible for your customers, then data is not your priority. Data is information that lights the path of a successful marketing and sales team, but it can’t take you down that path.
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