In a world where customers are bombarded with branded messages by all channels, targeting is more important than ever. Small businesses need to be able to make their campaigns relevant and personal to keep pace, but the processes involved – collecting, organizing, and interpreting customer data to make it workable – often intimidate small businesses and individual entrepreneurs with limited time and effort. resources.
Collecting, organizing, and learning from your customer's data is critical, no matter how small or how fast your company grows. In fact, there is no better time to consider your data processes than when you are just starting out. And starting with basic strategies to build customer relationships does not have to be difficult – you can take a few simple steps to save a lot of time as your business grows and develops.
To start your business and establish an online presence, you need to set the stage for effective customer relationship management strategies. This includes: establishing a single source of truth for your customers' data, a thoughtful and organized organization of how you collect the information and setting up the appropriate processes to interpret that data and put it in place. service of your marketing. Here are some practical steps (with examples) to follow now:
Collect: Make sure you are set up to accommodate people who want to be marketed. Whether you are online or in person, you should collect as much information as possible (for example, add a pop-up form to your website to capture visitors or interview people about their specific interests when registering to receive your e-mail in-store) and consolidating them for use in the marketplace. Organize: Once you have these data, make sure you organize them to give you a complete picture of your customer and to facilitate their access. the most important information to know about your business. By creating a system in which you can easily sort your contacts based on shared characteristics (such as geography, purchasing behaviors, or engagement levels), it will be much easier to target the right people with the right message. .Find out information: Find data models that can generate new ideas for your marketing. For example, knowing that your most actively engaged customers are in the Pacific Northwest could lead to a thematic campaign targeting this audience, a contextual shop plan at that location, or even just planning. e-mail shipments. zone.Action: Turn information into action and automate to save time. As you learn more about your audience and what's good about building loyalty, make sure that information is scalable by setting up automations to trigger custom messages based on different demographic or behavioral data.
through more personalized marketing campaigns and stronger, more loyal relationships with customers – this will also help you better target your budget and resources as you grow.
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About the Author
As Vice President of Marketing, Darcy Kurtz directs the product marketing team of MailChimp. His team aligns product strategy with marketing execution to make Mailchimp's sophisticated marketing technology accessible to small businesses around the world. Darcy has joined Mailchimp with over 25 years of experience leading global marketing companies such as Dell, Sage and Outsystems. She has always had a passion for serving small businesses.