Tip Tuesdays: Gather Client Data For More Effective Campaigns
Marketing costs money. Every time you mail a postcard, update your website or pay to have an email designed, you are spending money that you hope will make you money. One of the best ways to ensure a high ROI (return on investment) for your marketing is to create marketing that is meaningful to your audience. And the only way to do that is to know your audience. And so, this month’s Tip Tuesdays are all about collecting, organizing and using data about your clients, leads and audience.
Keep track of important information such as purchase history, demographic info, birthdays, anniversaries, hobbies, professional interests, testimonials, etc.
The more you know about your clients and leads, the more dynamic and personalized you can make your campaigns to them. The type of information you keep track of will vary based on your business, however, most businesses should collect demographic information (age, gender, location, profession, income, etc). Many businesses may also benefit from keeping track of products and services purchased by each client. Beyond that, the call is yours. Keep track of whatever info you think will help you understand your audience.
Use a CRM to keep all customer data organized and accessible to all in your organization.
Everyone needs a centralized, organized way to keep track of the client information they collect. We use a software called Zoho which has a full suite of products including CRM, accounting and email marketing. Infusionsoft is another great CRM product for small business. For real estate agents, there are several different CRMs created specifically for that industry which make it incredibly easy to input, store and use data.
Collect customer data through conversations, surveys, order tracking, questions asked on social media, testimonials.
Gathering data on your clients and leads is a continuous process. If you have specific information you want to collect, make it part of your new client paperwork or send out a survey. If you are reaching out to a brand new audience, you can use a data service company to gather demographic information on them. But also, keep your ears open for less formal information. If a client mentions an upcoming surgery, make a note of it and send a get well card. If you’re a real estate agent that knocks on doors, make notes about the people that you talk to. Ask a fun question on social media and record the responses. You never know when a tidbit of personal information will help you close a sale.
When ordering direct mail lists, pay attention to demographic and other client information and use that to create relevant campaigns.
We will dive into this in more detail in May’s Tip Tuesdays. But for now, it’s important to understand that when you are marketing, you aren’t communicating to a bunch of blank slates. You are communicating to people with stories, needs, wants, struggles, prejudices, etc. All of these things affect their decision to do business with you. The better you understand the many facets of the people you are working with, the better able you are to craft campaigns that appeal to them and elicit a response.
If you need help collecting data, let us know! We can create mailable surveys, client intake forms or anything else you need. If you already have your data, we’d love to put together a campaign that is relevant to your audience and gives you a high ROI.