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Small Business Customer Database
Customer Database
Developing a customer database, or customer list, can be the difference between the success or failure of your business. There are a variety of customer databases that a business can have: accounts payable, lists of subscribers, shipping addresses, reservations, etc. However, the type of database that can make or break your business is the one that you develop to keep in touch with your customer base or to market to highly-targeted, potential customers.Marketing to existing customers is the most effective form of marketing. It brings the greatest number of sales, as well as the greatest average sale per customer. Your existing customer base already knows you, likes you, and trusts you; otherwise, they would not be your customers. The problem is that most businesses don't have a list of their existing customers, and those that do, don't use that list effectively.
The Difference Between Your Success or Failure
There are cases, such as the one of a florist and the one of a hotel owner that felt uncomfortable contacting their customer lists because they feared that it would offend their privacy; after all, they didn't know for whom the flowers were bought or who accompanied them during their stay. Once these businesses realized the full value of their list, they were able to reap the benefits of marketing to them. Florists, hotels, pizza delivery, lawn care services, and thousands of other businesses already have customer lists by the very nature of their businesses. But any business can easily develop their own list, and the sooner the do it, the earlier they can begin to capitalize on that treasured asset.
Marketing to a highly targeted list of potential customers is the second most effective form of marketing. Developing a highly targeted list is what we typically refer to as "lead generation." We often see television commercials not selling anything directly, but asking you to send for an information package or a video on topics such as diabetes, insurance for the elderly, reverse mortgages, etc. These are "lead generation" commercials. The list of people that request the information becomes the "highly targeted list of potential customers."
Since marketing to existing customers and marketing to potential customers can differ depending on the message that you send, it is best to keep these two databases separate. As your leads become customers, you can move them from one database to another.
When you are advertising in either newspapers, radio, or television, you are broadcasting, not targeting. You may reduce the broadness of broadcasting by advertising on specific publications or radio or TV programs. You would then be closer to targeting your audience, and though they are potential customers, they are not true leads. Leads are people that have actually shown an interest in your product or a similar product.
For direct marketing, there are also lists that you can buy or rent. You can buy a list to do a direct mailing, or you can rent a list and provide the list broker a message to broadcast one time. However, a list developed by someone else is never as responsive as a list you developed yourself, but they can be used to begin developing your own list.
Creating a Small Business Customer Database can reduce your marketing cost and increase your net profits.
If you need help developing and managing your Customer Database, or to learn more about our Internet Consulting Services, please call us at (954) 805-7089 or Contact Us and send us a note. Let us help you develop and eGrow your online presence!
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