Insights, they say, reveal far more about user personas, segmentation, and performance. Dashboards, meanwhile, give an at-a-glance analytical view of the user’s journey through the funnel.

Looking at marketing through a data-driven lens helps brands analyse averages across every touchpoint. In today’s age of ‘vibe’ marketing—where viral trends, social sentiment, and social media metrics like hook rate, retention rate, and engagement velocity dominate—marketing insights become critical. They guide creative decisions, optimise budget allocation, and shape messaging strategies. Just as conversion-rate optimisation drives performance marketing, leveraging marketing insights ensures content resonates, retains attention, and drives meaningful actions. So, how do brands optimise campaigns to ensure conversions beyond the clicks and likes?

Customer/consumer engagement

Many brands fail when it comes to building a CRM that truly engages prospects. With tools like ManyChat, Hootsuite, and Zoho, you can craft a high-converting relationship management system that nurtures leads through email nudges, SMS reminders, and more. Attention × Time is the most precious commodity on social. If a lead clicks an ad or slides into your DMs, they’ve implicitly given you permission to guide them through your funnel, provided you have one. If not, here’s a quick rundown of what you need to gather useful insights into customer behaviour, which are crucial for refining your strategy:

1. A clear goal (sales, awareness, or conversion).
2. A realistic KPI and cost-per-lead target.
3. A storyboard for engaging the lead (Canva works great).
4. A CRM to capture data and a GDPR-compliant form (privacy matters!).
5. Connected socials and an email platform if you’re using email marketing.
6. Auto-triggers (e.g., welcome messages) and a testing plan.
7. Test, tweak, deploy—repeat!

Phew! Back to the main convo.

Sounding too salesy or generic

In the era of ChatGPTs and whatnot, nobody wants to feel they’re talking to a bot. 90% of people know when they’re being sold to! Personalisation and unique experiences are the way forward. Yes, tailoring every touchpoint can feel daunting; that’s where AI shines. Leverage the tools to craft human, memorable interactions. Crucially, gather insights through each interaction to enrich the human element of your campaigns.

Not remarketing to cold leads

Chasing prospects who ghosted your calls or DMs can be frustrating. Life happens: unexpected bills, shifting priorities, and leads go cold. Who’s still likely to convert? It depends on the data you gathered during discovery and the degree of personalisation you can now offer. You’ve already invested the dollars (or naira) to bring them into the pipeline, so keep nudging (gently) until they move forward with constructive insights based on their past behavior.

The game is long, and content marketing thrives on insights. It’s an important part of every phase in the marketing process. Keep tweaking, keep learning, keep implementing. Cheers to successful campaigns and data-driven decisions. Selah!