Over the past few months, the new EU enforced General Data Protection Regulation (GDPR) has sent shivers down the spines of most marketers.
Not only has there been a behemoth amount of work to do making sure that your business is compliant with the new regulations, but there has also been major panic around how businesses will market themselves in an entirely new data-protection centric landscape.
But worry not. GDPR doesn’t mean your results from marketing are about to die. In fact, GDPR offers an opportunity for savvy marketers to jump on new strategies and tactics, marketing in a more genuine and powerful way.
In his article, we run through how your business can benefit from marketing post GDPR.
Inbound Marketing is king
Successful marketing strategies have always been made up of a healthy mix of inbound and outbound tactics.
Don’t get us wrong, outbound marketing is not dead in any way. But with GDPR changing the way we access and act upon data it will certainly be taking a back seat to inbound with businesses seeking to pull customers in with discoverable value rather than pushing them towards the sale.
The key to inbound marketing is creating enough value to get your customer attention. This is usually done by giving away something for free such as useful blog posts, eBooks or webinars. It also includes tactics such as search engine optimisation to help people find that content in the first place.
Once you have attracted your customers’ attention you can then subtly promote your brand offering in order to make more sales.
Better data, better results
We have already pointed out that outbound marketing is not dead. However, with GDPR limiting those you can contact to those with ‘legitimate interest’ in your business you need to be smarter about those you are marketing to.
This, of course, means the number of individuals you can market to will likely drastically go down. But it also means that those you are allowed to market to are much more qualified and likely to convert.
Typically marketers have focused on traffic rather than conversions. Post-GDPR this should not be the case, with a major focus on the physical conversion rather than how many people view a webpage. Doing this also gives a better indication of the actual ROI of your marketing efforts.
One way this can be done is via remarketing. Using smart pieces of code on your website that captures information on those that have visited your site and lets you market to them on other sites through social media and the Google Display Network.
Although GDPR has made plenty of marketing professionals panic, truly it should be seen as a good thing.
By forcing businesses to be more transparent about the data they hold and how they use it, it allows customers trust to grow in your business and ultimately improve relationships. This means that businesses that care about their customers will thrive where those that fail them will ultimately lose custom.
It is clear that GDPR is going to mean big changes in the way you market your business. However, if approached in the right way it can create huge opportunities for growth. Focusing on the quality of your data and putting more resource into making that data work for you will generate better results for your business in the long run.
If you want to talk about how to align your marketing to a post-GDPR inbound strategy then book a free 30 min call. >>>>>>>>>>