Updated: Feb 20
You’ve heard me say it before, and I’m going to say it again today. Data is a powerful business building tool. If you want to have higher conversions, you need to pay attention to the data that matters. And, that begins with the data points that make up your dream customer’s avatar or persona. One of the shortcuts I see coaches and consultants make is not taking the time to properly define the data points that matter most in their marketing endeavors. Knowing exactly who you are talking to drives your targeting in Ads manager, it drives the language you use in your social media messaging, and it drives the types of offers you create. Data is at the heart of your business. I realize this may be a new way of thinking about data. For many of your data has to do with numbers and dollars and cents when it comes to measuring your bottom line...and yes...data is that too! But for our context, data is what makes magic happen when you try to fill a FB group, a conversion event or a mastermind program. Data is what brings your potential customer’s passions, interests, and most importantly buying patterns to light. For some of you, I must sound like a broken record, but for some of you, this idea of highly defining your avatar is a totally new concept. Trust me, you don’t want to shortcut this part of the process. If you keep a vague picture of who you’re talking to….or if you ignore important data points like income levels, interest levels and lifestyle choices...you could be sinking your own boat. That’s right, not being precise in your language could mean that no one is hearing what you have to say because you really don’t know who your ideal customer is. Many of you have made assumptions about who you think your dream customer is and what their most urgent pain point is. But, if you’re not selling out your programs, you still have some work to do. So, what is the answer to this dilemma? Data collection. This week in our live training we talked about 5 ways that you can capture data on your own.
Lead Magnets - You can use lead magnets to trade for data. This could be for a free gift or service. Usually you can capture first and last name as well as an email address.
Landing pages / challenges - If you use a landing page to register for an event, you might also collect a cell phone number to send reminders about start times.
FB Groups - When people join your FB group you can ask 3 qualifying questions. Be sure you collect an email address. Then ask two questions that you want to know about your group. Maybe start with what they have tried and failed at, and what they want to achieve.
Polls - Taking a multiple choice poll is an easy way to get quick info on your tribe. Ask questions that are precise and quantifiable.
Surveys - These are a little more involved. You can use a Google form or Type form to create a survey to glean more information about your customers.
So what do you do with all of this data once you collect it? I recommend using some sort of CRM to capture this information for future conversations with your leads. You can use a simple spreadsheet, Trello, or something as sophisticated as Sales Force. It needs to be a system you will use because this information will impact your content and sales conversations.
I like to use Monday.com. It’s simple and I can use it on my phone or desktop. It gives me the flexibility to see where leads are in my funnel, and what matters to them most so I can customize my offers to meet their unique needs.
The more you know about your customer, the easier it will be to help them feel seen, heard and understood through your messaging. The more information you have, the better you can communicate meaningfully and help them solve their problems.
Big businesses, like retail, use the data that is collected through membership or rewards numbers at their store. The number you type in at the grocery store tells them how often you visit their store, what time of day you shop, and what you purchased. They see your buying patterns and can market to you accordingly.
Your GPS and location devices store information about where you go, what route you take, and what stores you shop at. Services like Alexa and Siri track your calendars, set reminders for tv programing, know what music you listen to, etc. We literally give our data away to AI all day every day.
Social media platforms collect data on you, too. They track which groups you hang out in, which ads you click, what products you buy, when you’re on line, how long you spend on each platform, in essence, they track your interests and buying behaviors, too.
So, my question to you is, do you see the power that data has when you define your ideal customer avatar?
At Audientum, we focus on helping coaches and consultants hone in on those important data points so they can increase their conversion rates, lower their acquisition costs, and increase their bottom line with our Done For You Service of creating a curated audience using these same data points. (We actually have access to 550 data points when we curate audiences)
Due to privacy regulations, many of these data points are no longer available inside of Ads manager, but these bits of data are still being collected and used by big businesses around the world. And, we believe they should be available to you too!
If you would like to know how you can leverage the power of data in your business and fast track your success rate, reach out to me or my team and we can show you how you can build a 6 - 7 figure business by marketing to just one curated audience filled with your ideal customer.
Let’s fast track your success together!