Every marketing strategy should be driven by data that paints your ideal audience with a laser, ensuring every campaign will hit its target.
Unfortunately, a lot of marketers tend to limit themselves to their own experiences. If you’re not well-versed in sourcing and cultivating in-depth customer data for your industry, then crafting engaging content and campaigns is an uphill battle. Assumptions can only take you so far, but using tools and resources for collecting customer and industry data can help you make it to the finish line with each campaign.
In this article, I’ve listed nine resources you may not have considered for cultivating that data for laser-focused campaigns.
If you have any experience with Quora , then you know a lot of the questions that come up may have little to do with your industry. If you look beyond trivial questions like, “Why are firemen sexy?” (because we are) and “Why does dog fur smell bad when it’s wet?” (yeast and microorganisms are released upon contact with water), you’ll be able to find opportunities for gathering data and refining your target audience.
Quora is helpful for creating questions that can dive deep into the details on specific audience segments for your campaigns. This platform can provide insights on what motivates them, what interests them, and how they may react to a content campaign you’re currently planning.
For example: An entrepreneur who runs an online fitness store that sells supplements and shake mixes could use Quora to gather additional details on consumer preferences to direct their next content campaign. Some questions they could ask include:
Do you prefer to take protein shakes before or after a workout, and why?
What do you look for when comparing protein shakes?
Do you prefer multivitamins, energy shakes, or both?
With a little brainstorming and planning, you can pull great insights and cultivate valuable data from your target audience on Quora.
2. Mechanical Turk
Amazon’s Mechanical Turk platform provides direct access to a massive, on-demand workforce. Although it’s task-based, it’s also a great way to gather customer data, especially for B2B. The majority of the work on Mechanical Turk is based on low-level and repetitive tasks, but it can still be used for sourcing and pulling data.
This can be a cost-effective way to delve into the user experience around your website, funnel, or SaaS product. Screen shares from the on-demand workforce can provide tremendous insight into how the average person might navigate your funnel or move through the onboarding process of a SaaS offer.
3. Google Consumer Surveys
Surveys can be effective for cultivating data from your current audience, but you’re limited to the answers you receive and the way the information is presented. For the most part, you’ll need to decipher the intent of the answers and measure how the responses correlate on your own.
With Google Consumer Surveys , there are some additional advantages beyond just getting answers to burning questions. First, answers are provided in exchange for access. For a marketer, you can set up access to premium content offers or other products. That makes Google surveys not only sources of data, but also potential sources of leads.