Where Did Your Customers Go?
Have You Checked Your Database, CMS, or CRM?
Where Did Your Customers Go?
Where Have All My Customers Gone?
Did you check your database, CMS, or CRM?
Where do you keep your customers?
Oh, in a filing cabinet.
How big is your filing cabinet???
OK, maybe too much tongue in cheek. Seriously though, in small to large business marketing departments, many directors are realizing data comes first before advertising. If a digital marketing program is in your plans, don’t under estimate the value of data.
What tactical tools encompass digital marketing as we know it today? Here’s our short list.
1. A blog with new ideas in your industry.
2. Content marketing.
3. The web developer’s SEO cheat sheet.
4. Building the ultimate landing page.
5. Writing compelling content.
6. Use content distribution strategies for a blog, content marketing, a website, advertising and creative call to action offers.
7. The length of all direct marketing and advertising communications.
8. Use Google analytics and key performance indicators (KPI).
9. Using data driven marketing based on customer needs and wants.
These nine points are useful for any small to large business marketing and sales departments. It is our recommendation to test anyone of the tactical tools first. It’s a good strategy to test what tactical tools you plan to introduce into your existing marketing and advertising campaigns. The marketing team will need the time to learn what is best for the company.
Let’s look at data in context with digital marketing.
Data is a lot of work. Interpreting data is more than a lot of work. Technology changes too fast. In real time, companies wait for the next bout of technology to take effect. Or wait until the next new and better version. Or just wait.
If you collect data and are not sure how to react to it, you’re missing many marketing opportunities. So, don’t just sit there and wonder “where have all my customers gone?”
Start learning more about your customers data trail and if possible compare it to your prospect data. Studying data is the best opportunity to regain those rock-hardened relationships you once had.
It’s a good start.
Great advertising and marketing start with an analysis of your current customers' habits. If your company is like many businesses today, you probably have a decent customer-centric marketing (CCM) strategy and using some type of database. Customers are at the center of all your marketing activities. If you have no data plan, you are warned.
Next, use Google Analytics or another type of analytical data form, and start mapping a customer journey and building better customer profiles. “Remember, close to 20% of your contact list can change yearly!”
When using data analytics, the collected and reviewed data will present more ideas on what a customer or prospect likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may be lacking the right person. You should have a person on your team who is a problem solver. One who is not afraid to test assumptions. Willing to walk the plank for the company. Try mixing old, and new data, and with a bit of luck, you may trigger a few marketing ideas to test. Even looking at existing customers and past customer data behavior, may lead to additional changes to your customer profiles, segments and vertical markets.
The collected data provides you with a better picture of your buyer’s journey after each marketing program. Further, the data analysis increases the odds of selling more products and turning more prospects into customers. Lastly, this work takes time, but it must be done if your advertising goal is for marketing success.
Using data analytics shows you how your customers react to landing pages, email, social media messages, and yes, even direct mail. The analysis may likely tell you many ways to increase personalization accuracy and additional ideas for future testing.
Direct mail, direct marketing and digital marketing when teamed together, is the best marketing model for business growth.