April 9

CRM and Small Business Marketing: It’s a Progressive Relationship

Your business relies on your return-customer base even more than it does your new clientele. The fact is, return clients are more apt to make purchases and turn to your brand for their needs. With this in mind, your CRM system needs to be managed effectively to be sure that you can cater to that return customer base as effectively, and as often, as you can. The question for most small business owners is, how?

You and your staff painstakingly manage your client records in a timely fashion, you know all you need to know about their needs and they are happy to return to you when they have one. All well and good, but as any business owner knows, the key to business is capitalizing on those sure-thing deals as often as you can. Repeat business is only as good as its frequency when you plan to use it as the base upon which you grow your company. That being said, how can you effectively make use of all that up-to-date contact information in your database to increase sales?

Think of your CRM system as the perfect precursor to your business marketing plan. It houses all the data you need to target your next marketing campaign to any segment of your existing client base. Take a look at your existing clients through your customer relationship management and you can see their buying habits, their timelines for purchase as well as see any trends that exist within those facts. You can see their lifespan with your company and track any notes from conversations in which they may have noted interests or concerns with products.

With all this information, you can segment your existing clients by their product interests, by their purchasing timeline with your company, by their buying habits or by those extended notes that may show other trends. It is with these criteria that you can divide your client list and then determine the segment or segments you intend to market to.

Base your business marketing on your clients’ needs, not those of your business. Using the data from your CRM segmentation, you can determine what product or promotion you can offer to increase your sales with that particular group.

As your clients’ needs and habits change, so will your segments as well as your marketing approach. The CRM-marketing relationship grows and progresses as you continue to closely follow and react to the needs of your clients.


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