Just because you run a small business, doesn’t mean you can’t do smart marketing like the big dogs. If you’re conducting business online, you’re collecting a great deal of information about your customers. You just need to make sense of all the data at your disposal and start having the right conversations with the right customers. In the next two blog posts, we’ll reveal your ultimate guide to mastering smarter small business marketing.
Make Sense of All the Data
There are numerous applications available to small businesses that gather and sort data. Website analytics, brand mentions on social media and common customer complaints are all readily available when the right tools are in place. Sales data is particularly helpful when it flows into a CRM. According to MediaBistro, 25% of Facebook and Twitter users expect a reply to their complaints via social media in less than 1 hour – and a CRM can do this. The right tools can help you to make better business decisions and do smarter small business marketing.
Look at Common Sales Trends
Your POS system collects data on every transaction so some great insights can be gained from sales history. For example:
- Items purchased together – When you look at items that tend to be bought together, you can come up with bundle promotions to offer.
- Seasonal trends – Uncovering the more minute seasonal sales variations can help you determining the best times to change and market your inventory items.
- Buyer demographics – Age, gender and geographic location can help you form buyer personas and provide your customers with the right messaging.
Act on the Data
Once you have an understanding of who your customers are, you might be wondering what you should say to them. The simple answer is to give them with what they want. Here are a couple ideas:
- Provide helpful information, for free – people appreciate useful information. Consider sending a newsletter that addresses common customer problems or provides a better to way take on a relevant task. There is likely a related product or service you can promote as well.
- Market relevant products to the right people – When you know what customers have bought in the past, you can tell them about other products that might be helpful. If someone has bought a mobile phone from your electronics store, tell them about a protective case that could help them keep it safe.
Business data provides immeasurable benefits. It can validate theories and introduce you to new ideas. To learn more about how data can help you better communicate with your customers, check out the Xero Small Business Guide “Small Business Marketing and How to Do It”.