10 Mar 5 Tips to help you focus your Marketing to get the best results
The Scattergun Approach Rarely Works!
In another blog we talked about “low hanging fruit” and making sure you don’t use valuable resources getting new customers when you could be getting more business from existing customers.
Whether you are tracking your sales against existing customers to segment your data or working on increasing your customer base, you will need to review the aims of the campaign before selecting the group of contacts to target.
By understanding the problems your product or service is solving, you will have a better understanding of who has those problems and who will therefore benefit from your offering.
Who would have the problems you are trying to solve. Any particular size of company? Location? Individuals with specific interests? You may have different products or services that solve different problems – and therefore may have different target markets.
3. Who will gain the most from your offer?
Don’t forget, the benefits of your product or service will also have an impact by removing stress, improving staff morale, increases in efficiency and so on. The cost benefit is not just measured financially.
4. Take a look at yourself
Also look at your strengths – these are areas you should be focussing your marketing on. Capitalise on what you are already good at. Do you have experience of a particular industry type?
5. Compare the Market
Do your research. Who can offer solutions to the same problems? You may have very little competition or lots. Find a difference, a reason why YOU should be the one solving the problems for the customers in your target area. Focus on this.
How does CRM come into this?
Your CRM database should be configured to allow you to record the information that is important to your business, to help you keep your existing customers as well as gaining new ones, and provide you with the means to easily see key information, take action on it and measure the results.
First, think about how you want to segment your contacts.
- Relationship type – are they customers or prospects?
- Geography – do you want to invite local contacts to an event?
- Size – and this doesn’t have to be just on number of employees or turnover. If you work with schools you may need to know the number of teachers or pupils, if your target is hospitals you may need to know the number or wards or beds.
- What have they purchased in the past?
- What haven’t they purchased before?
- When was their last order?