[Bonus] How Marketers Can Use Buyer Intent Data

Author: Convince & Convert July 23, 2024 Duration: 44:00

Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.

Data is being used more and more to help businesses make the best decisions, in part thanks to the greater selection of tools available to capture it. But what if you struggle to access that first-party data? And what can you do with data once you do have it?

A Balanced Approach to Data-Driven Decisions

In this episode of Data-Driven Decisions, we sit down with Rand Fishkin, Co-Founder and CEO of SparkToro, an audience research tool that helps organizations understand their audiences better. Rand explains how SparkToro helps businesses learn about and target their audiences, and shares examples of users who have seen success with the platform.

We hear his thoughts on common mistakes marketing teams make, such as relying too much on Google and Meta ads, and why sometimes more unconventional marketing can achieve better results. Rand also shares his balanced take on the use of data to drive decision-making. While data can be a great guide, there are certain blind spots that the data can't tell you about. Rand recommends a more balanced approach to data usage and supplementing data-driven insights with experimentation, intuition, and direct customer conversations to really get to know your customers.

In This Episode:

0:27 - How SparkToro works
3:11 - Why marketing is too focused on Google and Meta ads
4:20 - What companies typically underinvest in
6:57 - Examples of how clients use SparkToro
12:49 - The problem with focusing on channels and tactics rather than the audience
14:46 - How uncommon tactics are inexpensive (and sometimes more effective) compared to ads
16:31 - How a brand used Reddit in a unique way
19:15 - Zero click marketing tactics that help customers know, like, and trust you
20:45 - Are pre/post-purchase surveys misleading?
25:54 - Why Rand prefers to look at correlation not causation
27:05 - How Rand's relationship with data evolved from Moz to SparkToro
29:17 - Why it's harder to prove the value of tactics today
31:23 - The problem with attributing value to search engines
34:07 - Advice for organizations embarking on their data-driven journey
35:47 - Rand's take on why data doesn't tell the full story
39:18 - How to recognize what data can and can't solve

Quotes:

"One of the big frustrations that I have is that marketing has gotten more and more Google and Facebook advertising shaped... SparkToro is trying to show you where your audience actually spends time."

"I think it pays to be responsible in your recognition of what problems data can solve and what it can't solve. It's not always the case, in my opinion, that every culture needs to be more data-driven."

"I'm always shocked at how much I learn when I spend a bunch of time talking to customers or watching interviews."

Resources:

Connect with Rand on LinkedIn: https://www.linkedin.com/in/randfishkin/
SparkToro: https://sparktoro.com/

Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.

Social Pros Podcast

For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.

Author: Convince & Convert Language: English Episodes: 100

Official website RSS

How can universities harness the power of social media to elevate their institution, engage students, and build lasting communities on and off campus? Geisha Garcia, Executive Director of Social Media at the University o…