Tuesday, October 23, 2018

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Research your customers online
Marketing Online Scotland


Marketing online to existing customers

Here are the top 3 MUST DOs for preparing to run an online market research campaign to help your business sell more of its products and services to existing customers.

1. You MUST (no debate MUST) get your customers email address for your online marketing research. If you are planning on using the internet to promote and sell then without an email address you have limited scope for interaction.

2. You must find out what they bought from you. So go though your records and build a list of customer details against items bought. If you don’t have a Customer Relationship Management System (CRM) don’t use this as an excuse – excel will do as a short stop. No excuses – build the list. This conventional market research is something that is tedious but needs done.
3. In that same list make sure it includes when they last bought from you. And how frequently they have bought. If that’s too hard to come up with then give them a score out of 10 – i.e. 10 is a great customer and just seems to keep buying. If they’ve only bought once, a long time ago and then complained give them a 1.

So easy enough to get the target audience set up and identified when they are already customers. But surely you’ll also want to target prospects who are not customers yet – that group always outnumbers existing customers.

Marketing online to non customers
Here are our top 3 MUST DOs when preparing to carry out online marketing activities at targets who are not customers (yet).

1. Agree on what characteristics that group have. Is your product specific to an age group? Is it specific to sex, or income level, or interests? In short get focussed on who are the most likely to care about you and the products you sell. Draw up a list of say the five characteristics that (to be blunt) stereotype your buyer.

2. Identify why you currently think they will buy your product. Does it relieve a real and identifiable pain for the buyer? Is it a product that is aspirational in nature? Is it because it offers better value than existing products? Is it a better quality?

3. Find out where your communities target group congregate online and examine if there are ways to join in the discussion and find a reliable email list that won’t break the bank.

So you now have an idea of who will buy, why they buy and an email list that can help get you in front of them.

Enjoy increased sales and increased profits - embrace multi-channel retail today 01786 430076
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