With zero-party data firmly in the driver’s seat of the trust economy, it’s more important than ever for you to think about how you engage your customers. If you’re unfamiliar with zero-party data and its benefits, we suggest you start with our introductory article on the topic. If you’re well-versed on the what and why of zero-party data, let’s talk about how we can collect and leverage it for your organization.
We’ve already seen a major shift of social platforms becoming one-stop shops for everything your website also does. If you aren’t careful, your website may devolve into nothing more than a database of information about your business. This may not sound like such a bad thing until you consider the implications of a platform you have zero control over being the main proprietor of your company’s data and the sole source of truth for your message. Scary.
For this reason, you want people on your website, interacting with you and your content, and – ideally – providing you with their information directly. This is zero-party data.content strategy, data privacy, zero-party data
How to Collect and Use Zero-Party Data
Convincing users to willingly provide their data is shockingly simple: add value. If you want or expect users to surrender their personal information, make it worth their while. Sure, a percentage off their purchase or free shipping can be enough for some brands, but if you want meaningful engagement, provide meaningful incentives.
“The more data we have on you, the better your experience will be.” Many companies say this, but lack the followthrough. But styling services like Stitch Fix do this extremely well. The more data you provide on your personal style preferences, the better your selections will be. There’s an immediate ROI for the consumer. This is co-creation of the brand experience. Participation brands get more “share of mind” from consumers – meaning they think about your brand more often than others because they’re actively engaged with it.
Leverage your data to cater an experience, curate products, and overall serve them better. It becomes less about selling and more about connecting. Allow your consumers to feel (and be) heard. Provide them with a better experience, connect with them on a personal level, and solve their real problems and you’ll create loyal customers and fans.
Five Steps to Leveraging Zero-Party Data
Understand that implementing zero-party data is actually very simple, but getting your customers to engage with it is the challenge. So — practically speaking — how do you do this? It’s a straightforward system not unlike traditional marketing strategies or the scientific method:
1. Hand Over Control
Find ways to give customers control over their data and how you use it. An example of this is an email preferences center where individuals can opt-in to or out of communications.
2. Test Value Propositions
Thoughtfully consider how you want to engage your customers and what information you want to collect to develop value propositions. These can be anything from curated recommendations, special offers and discounts, or exclusive access to content and resources.
3. Analyze the Data Collected
Take the time to analyze and understand the data you collect. Find what’s working and what isn’t working. Make notes. Gather more intel from customers via surveys and pay attention to what resonates.
4. Implement Your Findings
Actively listen to your customers and make changes based on their inputs. Revise data collection methods, update value propositions, and use this information to improve the customer experience with your brand.
5. Rinse and Repeat
Start the process all over again. If we’ve learned anything from our time as researchers, it’s that the needs of customers are constantly changing based on several factors — the economy, cultural trends, and global pandemics to name a few.
The key to zero-party data is leveraging it to build meaningful relationships with your audience. As you learn more and more about your consumers, you’ll be able to serve them better with new product offerings, more customized experiences, and an authentic presentation of your brand. Put in the effort now to understand your audience, and you’ll be hitting orbit with a stellar customer experience that not only sets you apart from the competition but — more importantly — adds value.
