From time-to-time, I am asked if I would recommend that a company should invest in "marketing?" If you are in business, obviously you should market your products and services, but the "what, where, how much, how do I know it worked" should go into making that decision.
Many companies rushed to the web in the early days of the Internet, which was to be the end all in reaching the end customer only to realize that their efforts, many times very expensive, went unrewarded.
Why do marketing initiatives miss the mark?
Like anything else, you need to know what you are doing!
Know the Customer
The key objective to effective marketing is to know a lot about the customer you are trying to reach. This requires a degree of research, practical knowledge and, more likely, legwork to get out and interact with prospective customers and discover their real needs. It is very important to validate that your marketing message will be affective.
This sounds simple but surprisingly "know the customer" is . . .
- Test your message and approach.
- Determine if your product or call to action will respond to customer needs.
- Measure the response of the customer to take the next step and contact your sales channel or buy your product.
by Kim Lachance Shandrow , Entrepreneur
This article provides guidance on how to reduce the risks and pitfalls of collecting customer data, but if done right. the benefit to the bottom line could outweigh the risks. Leveraging customer data can lead to happier customers, reduced client churn and bigger profits..
- I don't have time to get anything from my customers but their money. Do I really need to collect data from them, too?
- What types of personal data should I collect and why?
- What types of transactional data should I collect and why?
- What are the best ways to collect customer data?
- How should I organize and store it?
- How can I best protect my customers' personal and financial data?
- How can I be sure what I'am doing is legal?
- Should I sell my customer's information to third-party marketers?
- What's the best way to benefit from the customer data I collect?
- What are some common mistakes to avoid?
Where do you stand on collecting customer data?
Click here to read the complete article.
Note: Ask yourself the following questions.
- Do you collect customer data to improve customer experience?
- Do you protect the data that your customers provide?
- Do you use a third party service to collect customer data?
If you are looking for guidance to on customer data contact Mike to learn about the Executive Coaching and Sales Baseline services available from Brice Consulting for you and your organization.
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