In the world of marketing , buy telemarketing data data is gold. Knowing our customers allows us to accurately address their needs to sell more and better. That’s why database marketing is a very useful tool for brands; in fact, according to Investor Relations, it can increase brands’ ROI by 5 to 8 times. Let’s take a look at what it is, what it offers, and how you can start using it with your company.
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1) Create a database
In order to start collecting data strategic planning for small businesses about our customers, we need the right software to collect and organize it. Typically, this is done through a CRM (Customer Relationship Management) program .
Once this preliminary step is complete, we need to consider our strategy for collecting customer data , always with their permission. There are different options, from encouraging them to fill out a form after an experience with our brand to offering downloadable content in exchange for their email address and other basic information.
The next question to answer is: what data are we going to collect? It’s important not to overwhelm the user with excessive requests for information, especially at the first touchpoints. Therefore, we need to prioritize what information is most important to the brand. Here are some of the data brands most frequently collect.
2) Segment your customers
The information in your database helps you cn numbers identify different consumer groups and send them different messages. The most relevant factors for this segmentation depend on each brand, but these are some of the most common:
- Interests : For example, if you have a sports-related brand, you can distinguish between running and swimming enthusiasts.
- Buying behaviors : For example, you can distinguish between users who haven’t purchased from you yet, occasional buyers, and regular buyers.
- Location : very important in the case of businesses with physical establishments.
- Personal situation : for example, families with children, teleworkers, people who have just moved, etc.