The future is data-driven
Turtl's analytics capabilities pack a real punch. If you're using them correctly and frequently, they can drive your comms strategy to be leagues ahead of any of your competitors.
Despite this, we find some of our users are a little hesitant to dive into their analytics. Maybe it's a side effect of Google Analytics' terrifying learning curve, but trust us, even someone with no experience monitoring data can gain essential insight from Turtl.
There are just 4 steps you need to gather enough information to drive your comms strategy:
1. Create gate-worthy content
As people grow increasingly protective of their data, how do you incentivize anyone to pass over their personal information? You create high-quality (and specific) content that's worth the exchange. You need to be offering information that people consider to be of real value, such as original research, a trends report or a custom proposal.
2. Choose the right spot
In Turtl, you have the option to place your gate wherever you like. You can force people to enter information before they can read anything, or you can tease them in with a few pages before the wall comes up. It's totally up to you!
3. Hard or soft?
Choosing whether to hard or soft gate is a tricky one. It might be tempting to hard gate (not give people a choice), but some might find this too aggressive. A soft gate, which gives the option to continue reading without inputting information, could ultimately encourage more people to engage with your comms.
If you don't want to do either, we suggest embedding a voluntary sign-up at the end and allowing the quality and relevance of your content to drive people to willingly part with it.
So you have (at least some) of your target audience in Turtl's system, or you've connected your CRM to Turtl. What next?
To begin building out a profile of what your readers do and don't like, you need to send them content. If you don't have much available insight on their interests to inform what you're doing, just start with general intuition. The beauty of Turtl is that our analytics are designed to inform future content. The content of today is a lesson for the content of tomorrow. You'll be able to validate or disprove your intuition based on how people interact with those early content pieces.
Within Turtl's analytics, you can get both a holistic and individual view of how your content's performing.
Every time someone accesses your content in Turtl, you'll have a complete record of their journey. You'll be able to see:
With the hyper-focused data you've acquired through the last few steps, you have everything you need to shape your comms and content strategy. Thanks to capturing your audience's information, you can see exactly how they've reacted to the content you've sent them. What you do now depends on whether Turtl is integrated with your CRM or not:
A) Yes, Turtl is integrated with our CRM
You can create segmented lists in your CRM based on criteria of your choosing. For example, you can create lists of people who read all your personal finance content but not your retirement planning content. Then the next time you communicate with those people, you can focus on the content you already know they're interested in. This will make them feel like your content is hyper-personalized, without them ever having to answer questions or directly tell you what they're interested in.
B) No, we just use Turtl on its own
You could manually create lists like a CRM based on what captured contacts have been reading, but this can be incredibly time-consuming depending on the scale of your comms strategy. Instead you can look at the overall results and still gain great insights on what's working for your audience and what isn't. If certain pieces performed extremely poorly, you know the vast majority of your audience isn't interested in that and can avoid it in the future. Over time, you'll be able to hone your comms strategy into something that has been essentially built by your audience, for your audience.
Interested in CRM integration? Get in touch!