In our posts about conversion architecture we have mentioned the importance of having information on the industries that are visiting your website and engaging with your content. But why exactly is this important and how can you use this data to your advantage?
1. Measure the Success of Your Content
By monitoring the traffic to your content by industry you can determine the success of your content at attracting its target audience. A key component of your content marketing strategy should be the creation of Buyer Personas, and the tailoring of your content to the informational needs of your perspective customers. By measuring the traffic from your target market you can determine which content is resonating with your audience so that your can replicate your most effective tactics.
2. Create Industry-Specific Content
When you know what industries are visiting your website you can create content which is industry-specific and addresses the problems experienced by those industries which your solution solves. You can determine how your solution applies to different industries by talking to your existing customers to see how they use your products and the elements which they find most applicable to their situation.
3. Build Conversion Paths that Work
Rather than having generic information with the same calls to action you can create tailor-made conversion paths that relate to individual industries. From engaging with your customers you can provide Use Cases and Case Studies which describe how other companies in an industry have availed of your solution to enhance their operational performance. When a prospect sees exactly how they can use your solution they are more likely to commit to a purchase or a trial.
4. Identify New Opportunities
You may be receiving a large volume of traffic to your website via organic search from an industry you currently do not regard as being in your target market. They may be looking for products which are similar in function to those you already provide. By identifying that they have an interest in your solution you could potentially diversify into new markets to capture greater market share and revenue.
5. Appraise Your Advertising Effectiveness
If you are spending on advertising to certain industries then you need to know if the ad spend is generating ROI. For companies where raising awareness and brand recognition is as important as making a sale it is vital to determine if the advertising you are shelling out for is providing the return you require.
6. Test New Strategies
There is no silver bullet when it comes to content marketing and what works for one company may not translate to another. This requires continuous testing and iteration of new tactics strategies to determine the right fit at any point in time. Tracking industry analytics is a important part of measuring what’s working and what’s not working so that you can continue to grow your business.
7. Monitor Competitor Research
With industry analytics, you can see what content on your website competitors in your industry are viewing. This information can provide you with an insight as to the elements of your solution or products which most interest other players in your field, allowing you the opportunity to capitalize on your strengths or reduce your weaknesses.