5 essential elements that will make your marketing strategy stand out

When you review the success of your marketing strategy this year, you might be tempted to focus only on the bottom line. But if you can’t connect your leads and sales to customer journeys, it can limit your ability to set a more informed marketing strategy for next year.

Being able to draw a clear line from engagement to conversion – and beyond – gives deeper insight into which channels and content worked well. However, many marketers still struggle to get the granular detail they need.

According to Gartner, 30% of organisations have established their customer journey maps but struggle to use them effectively. But is the problem their underlying strategy or the data they collect?

In our previous article, we explored how you can develop a more data-driven marketing strategy to thrive in a challenging economy. Now, let’s look at how you can gain valuable insights to inform that strategy.

Here are five essential elements that will help you put the audience first – and deliver highly targeted, effective marketing campaigns.

1. Understand which channels and activities drive revenue

If you can identify which of your marketing channels and activities turn audiences into customers, you’ll be able to deliver more of what works – whether that’s a specific pay-per-click (PPC) ad campaign or offline efforts such as door drops and print advertising.

But how can you connect the end-to-end customer journey and capture the data to draw clear conclusions?

Sales Matching helps you link your sales and revenue directly to phone calls, form fills, and website visits for 100% marketing attribution. Visitor journeys can then be tracked in forensic detail, from first contact to the last check-in before conversion.

“When you upload sales data, you can include specific sales information such as products and services sold,” explains Lawrence Cavill Grant, Head of Commercial at Mediahawk. “By capturing granular detail, you’ll see the complete user journey, what touchpoints accelerated it, and tie everything to revenue.”

2. Get deeper insights into every phone conversation

When your agents are busy solving your customers’ most urgent, complex queries, they might not be able to pick up the nuance behind every word.

Speech Analytics gives you a deeper understanding of customer interactions by extracting valuable insights and identifying opportunities for engagement. By automatically transcribing every customer conversation, you’ll identify the spoken keywords and phrases that help you spot callers with high purchase intent.

It’s also a feature that can help you focus your marketing campaigns on the right audiences. For example, Mediahawk instantly categorises calls and passes on those tags to GA4. This creates custom audience groups in Google Ads for customers, leads, or long-term prospects who’ve looked at certain pages, features, products, or services. Using these, you can target specific groups with relevant content.

“Combining Speech Analytics with Google Ads can help you get the most out of your marketing budget,” says Michael Morrell, CEO at Mediahawk. “You can easily set up retargeting campaigns for your leads while highlighting existing customers and cold callers to add to your exclusion lists. It means you’ll know your budget is being spent on the right audiences.”

“Combining Speech Analytics with Google Ads can help you get the most out of your marketing budget. You can easily set up retargeting campaigns for your leads while highlighting existing customers and cold callers to add to your exclusion lists. It means you’ll know your budget is being spent on the right audiences.” Michael Morrell, CEO, Mediahawk

3. Enhance customer experience – and your marketing strategy

It’s essential you triage calls quickly and accurately to reduce caller frustration and provide a smoother experience for customers. However, routing and segmenting your calls can also enable you to discover which interactions lead to revenue.

As a key feature of secure call handling, Advanced IVR (interactive voice response) ensures your customers talk to the right person at the right time, while detailed reports show you which routes have the most profitable outcomes.

By analysing the user journey through the phone channel, you can tweak other parts of your marketing strategy, whether it’s a specific route you send customers down based on their interests or topics you prioritise in future content.

4. Understand what every customer’s clicks mean

No two customer journeys are identical, but they all proceed through similar checkpoints – such as form fills, live chats, and content downloads – that enable you to monitor your audience’s progress. But, if you don’t have complete visibility of every call to action, you won’t be able to spot the weakest and strongest parts of your marketing strategy.

Call to action tracking helps you connect every checkpoint, so you can invest more in content and channels that provide the best quality leads and identify and optimise any areas for improvement.

“With Mediahawk, you can easily apply call to action tracking to buttons on your website enquiry forms, live chat pop-ups, blog sign-up pages, and more,” says Lawrence. “You can even apply tracking to third-party behaviour monitoring apps. This helps you understand how customers navigate your page in the lead up to the next checkpoint – and if there’s anything your best-performing campaigns do differently.”

5. Benchmark performance without breaking stride

With all the effort involved in delivering your marketing strategy, it can be hard to find the time to analyse your performance on the fly – and make the necessary adjustments. It’s also not always possible to make a business case for recruiting a colleague to help.

With a dedicated account manager working with you as an extension of your team, our Insight Service provides you with expert help and custom reports covering data, trends, and recommendations. These monthly reports, tailored to your business, will ensure you have the right data and insights to inform your tactics and deliver maximum performance with minimal effort.

Mediahawk: Combining features to enhance your marketing strategy

Each of the five essentials we’ve explored in this article can deliver valuable audience insight. But when you combine them, they’ll have even more impact.

“If you don’t link marketing activity directly to revenue, you’ll never be able to see the whole picture,” says Michael. “By incorporating all these elements – and other powerful features – we can provide a total call tracking and marketing analytics solution that helps you generate stronger results.”

Customers across a range of industries are discovering the benefits of connected data.

For example, when automotive group Dick Lovett deployed Mediahawk, it was able to capture the source of every enquiry, measure each stage of the sales journey, and link the revenue back to their marketing efforts.

“We quickly gained an understanding of what was working from our different marketing channels, and in particular, what was driving traffic to our website. Over time, we’ve been able to modify our marketing strategy based on the hard data Mediahawk has provided.” Group Marketing Manager, Dick Lovett

Conclusion

Whatever your industry, audience insights are key. And the way you implement them can make all the difference.

Book a demo and see how Mediahawk – customised to your industry’s specific needs – can help your marketing strategy shine.