Making Your Data Work for You

You know that information is power, so you collect information from your customers as much as possible.  However, once you have all of that information do you know what to do with it?  Marketing experts estimate that it takes approximately 7 marketing touches a year to convert a onetime customer into a repeat customer.  This number tends to vary by industry and product, but the fact remains that to maintain a long time relationship with a customer you have to continue to reach out to them on a regular basis.  There are many types of successful marketing campaigns you can employ to help you with this missions.  If you are collecting contact information and other vital statistics from your customers on a regular basis, you have everything you need to launch some of the best marketing strategies available, with very little start up costs.  This article explores several of these types of marketing and how they can help you make create lifelong customers.


Targeted Marketing


Targeted marketing refers to a style of marketing that focuses on specific groups.  It can be used on many different types of campaigns, whether it is print, email, television, or radio.  If you know who your customers are, what they want, and how to reach them you can create a marketing that is custom made to their needs.  This means that you can spend less money on trying to reach a broad audience and increase the likelihood of success of your campaign.  By taking the information you collect about what your customers are buying, their preferred communication methods, and any other information that you get from them you can develop a highly specific and successful campaign that will bring people back to you, and turn that single sale into a brand advocate.


Email Marketing


This is a type of targeted marketing designed to help you reach out to customers who have shopped with you or who has expressed an interest in your company by providing you with an email address, either in store or on your website.  With email marketing you can send messages that are reaching customers directly, in exactly the way they told you to contact them.  In this way you can send your customers newsletters, announcements about new products, coupons and sale advertisements.  The sky is the limit here.  The trick to email marketing is that if you don’t do it correctly, your email can be sent directly to spam filters.  In addition, poorly designed messages that don’t load or have other issues can cause you problems and hurt your reputation.  Before launching an email campaign it is good to consult with a professional and develop a strategy that will help you get your money’s worth from this inexpensive, but highly effective marketing campaign.

Drip Marketing


Drip marketing is traditionally a type of email campaign but can be carried out in any kind of direct outreach format. Drip marketing is designed to help you maximize the number of marketing touches you deliver to a customer in a given year by sending a marketing message at pre-set intervals.  For instance, if a customer purchases a tablet from you, you set up a system that would send them a message at 1 week to thank them for their purchase, at three weeks to ask them to rate their purchase, and so on and so forth to suggest accessories, provide information about sales, or just suggest they take a look at the new gadget coming out soon. The more you make contact with customer the more likely you are to make an impression.  Of course, you want to be conscious of the fact that you can be too active and specific in your marketing which can turn people off.  That is why just like with email and other marketing endeavors, it is a good idea to consult with professionals to maximize the effectiveness of your strategy.


Social Media Marketing


Social media marketing can be an extremely powerful tool for getting your brand message out.   However, just as with any other marketing device it needs to be effectively planned and highly coordinated.   You have to know what networks you users are on and how they use them.  Then you have to provide them with opportunities to engage with you.  The advantage is that you as a vendor become part of the conversation that drives your sales.  You have opportunity to publicly deliver excellent customer service, and broadcast marketing messages to a wide audience that has professed interest by following your social media account.  However, just like with drip marketing and email marketing, it can be a delicate process of getting your message out without over selling, so a consultant is a good idea.


As you consider some of these options you have a few things to keep in mind.  First, is that all the marketing in the world will not help your business if your product is faulty or your customer service is poor.  If you have issues with the product or customer service, you have to fix those first, or at least simultaneously otherwise you are simply wasting your money.  Secondly, there is no “free” publicity.  While many of the types of marketing I listed above are fairly low cost, each of them has cost in staff time and other resources.  To be successful with your marketing, you have to put a little bit of money into it.  Finally as I have noted several times, you need to consult with a professional in digital marketing techniques.  A company such as Nourtek Solutions, has the know how to produce effective and visually appealing ads, as well as experience in marketing for the digital age.  To learn more about how we can help you please contact us today.

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