Trend helps to maximise your database

In this uncertain business environment, organisations are seeking new and innovative ways to not only engage their customers but also reduce their costs. One of the best opportunities for this may already exist within the organisation but is yet to be fully utilized. One of the biggest strengths of digital marketing is the ability to speak directly to your target audience. In a world where we see hundreds of ads every day, the ability to tailor our messaging to speak to the right audience at the right time is marketing gold.

A well organized and utilized customer database could be your business’s most powerful marketing tool, but it’s the well-crafted bit where many people come unstuck. This blog edition will discuss how to maximise your customer database to start driving real value in your business.

Understanding your goals and building your database

Take a step back for a second and consider your database acquisitions in the same way you think of your product or service sales. What are you seeking to achieve via your database? Reducing customer acquisition? Increasing repeat business, integration with e-commerce? Once you define your objective it then becomes quite easy to define what type of information you seek from users in building a database. Depending on your business, you may require more information than simply contact information. Basic demographics, geographic information, purchase frequency, even favourite colour may help you to segment your database and customize your future communications by client type.

Instead of money the user is handing over their data and it’s never been more valuable. As marketers, we need to create a compelling reason for a person to hand over their valuable details. Maybe it’s exclusive content, competitions, promotions, special offers or maybe its regular updates on new products, industry or company news, events and so on. Whatever the compelling reason or reasons are, they need to be conveyed through engaging creative and tested across multiple channels and platforms to understand what drives results for individual audience groups.

Whether it’s social media campaigns, an online survey, or onsite acquisition, the team at Trend Media can help you grow your customer database with a marketing strategy tailored to your business.

 

Developing your database

Now that you understand your goals and what is required you need to work at making your database work for you by continuous development and understanding. Put yourself in your customer’s mindset and consider how your activity impacts their user experience with your brand. Remember what you promised them in the beginning when you acquired their data. Are you delivering the quality, exclusive content you were bragging about? Are they really getting the valuable tips, tricks and advice you promised? Or are you spamming them with call-to-actions every other day and filling up their inbox with emails that are ending up in the junk folder.

Evolving the Segments you would have created for your database into audience groups will prove a great way to ensure you are nurturing leads based on their previous activity, desired outcome or stage in the purchase journey. How you segment your database needs to work for your business and while there’s no set segmentation you should follow, it will largely depend on your industry and what information you have available on your leads

Developing actionable leads depends on knowing who you are targeting, frequency and what platforms you choose to talk to them, what’s important to them and ensuring you are delivering genuine value on all fronts.

Maximising your Database

Developing your database takes some ground-work but when you have something worthwhile you can start reaping the benefits of it. Remember success might be driving users to re-engage with your site, increased lead generation or driving a strong click-through rate. Depending on your business, it isn’t always going to be increased sales, but it can be. The best part is you can reduce your acquisition costs substantially because you control the access to your audience and you don’t need to pay someone else to access your customers as well as the frequency to which you do.

Put in the time to grow your customer database and it might just be one of the most powerful marketing tools you have total ownership over. At Trend Media we provide the tools to engage and develop business from your database contacts at the lowest possible investment. If you want to find out more contact us today https://trend.media/contact/