The most important aspect of any new marketing campaign is making sure that it is specifically targeted towards your ideal market. Random approaches aren’t just less effective, they can actually make it more difficult to acquire customers in the future. Any good CRM program can help you retain your current customers and can even help you predict where to find new customers.
By using the analytical tools in your CRM system, you can build a profile of your ideal customer. A profile will give you important information about who your market is and how to reach them. When you are able to target the correct demographic your marketing and advertising strategy can be extremely effective. So how do you use CRM software to target your exact customer base?
The first step is to collect vital data from customers and record that data in your CRM system, then look for trends and similarities that exist between your customers through the software’s analytical tools. You can use these trends to predict what types of customers to target, their location and even the best time to reach out to them. It might be helpful to use this data to write up a mock profile of your ‘ideal customer’. The better idea you have of who your ideal customer is, the better your chance will be of selling to that customer.
Understand Customer Characteristics
Now that you’ve started to create a basic profile of your customers, it’s time to analyze their characteristics. There are some key traits you want to pay special attention to:
- Where are they located? Do they tend to exist in certain geographic locations?
- What other brands do they buy? How often?
- If your customer is an individual person, what’s their income? If it’s another company, what is their company size?
The result of all this is a basic profile of your ideal target audience, including essential geographic and demographic information. You can use this information to encourage potential customers to do business with you and increase loyalty among customers you already have.
Reach Your Target
Next, it’s time to develop marketing messages target your ideal demographic. This could include email marketing, automated advertisements, online referral databases and more. These marketing messages should take into account the characteristics of your ideal demographic, as well as what types of incentives might motivate them to purchase your product or service. Your main goal should be to attract your ideal customer to your site or a landing page.
Remember to keep track of how successful each campaign is, make adjustments to your message or your target if a campaign isn’t generating the results you expected.