The last two weeks, we’ve been talking about ways to revamp your marketing. If you may have missed Steps 1 and 2 you can read them here.
Now it’s time to talk about Step 3 in revitalizing your marketing, and that is—
Your Customer, Client or Patient Data (Step 3)
There is gold in that thar customer data. Are you using it to its highest and best use?
The hands-down, bar-none, best way to market to your customers is to segment them into different categories. This also goes for purchasing prospects lists. Start mining your information by what demographics you have collected such as gender, age, income, marital status, residence, etc. Other segments to consider might be by items purchased, spending patterns, payment terms, total dollars spent, bought this and not that. You may have other specific information you could add to this list that is relevant to your business.
If you’ve never done any kind of segmentation like this before, it may seem like the daunting task it is. But even if you picked just one way to segment and started with that, it will most surely prove to be successful and give you all the more reason to slice and dice your client list further.
Once you have identified a segment, it’s time to create the right message. Be sure to let your customer know what it is you know about them. This builds a connection with them because now you are speaking to them in terms they can relate to.
One example might be if they purchased one item and not the other. You might develop your message to say something along the lines of, “We hope you are enjoying your purchase of X. Because others who have purchased X have also purchased Y, we thought you may be interested in the special offer we have going on now for Y…”
When you send the right message to the right people at the right time, you are sure to generate incremental business you would not have received with the typical one-size fits all marketing message approach.