Building a targeted campaign

Defining your customers

Time is of the essence in any small business and owners often find it difficult to get through their growing to do lists each day. In some cases the cliché of working smarter and not faster will hold true.

When determining your customer base you may find you spend hours upon hours each week trying to source different prospects that will potentially buy your product. So how do you continue to effectively target potential clients and save valuable time all at once? The answer is with customer segmentation.

Customer segmentation is the process involved in profiling your current customer base and using that information to then define your ideal prospects. Essentially it allows you to target your marketing efforts and pursue those customers most likely to purchase your productwith tailored marketing strategies.

The benefit of a targeted campaign over a mass marketing one is that you can be more specific and highlight information more relevant to your audience. Mass marketing campaigns are more often than not too general and fail to effectively attract prospectsas a result.

The best thing about a segmented campaign is that it can be as specific or general as you like. Obviously more specific campaigns will be more effective, but for SMEs segmenting your previous sales by something as simple as gender, age or location will allow you to determine if there are any trends in the types of people purchasing your product.

You may find that you aren't satisfied with a general segmentation and want to allocate more resources to further breaking up your customer base. If you don't have the time to do it yourself, companies such as Dun & Bradstreet, can utilise their large database of records to cross reference your data with their own and give a more accurate reflection as to who is purchasing your product.

You will find in most cases that a business will have all the basic information that relates to their customers and prospects. It's important not to waste this data as it will allow you to understand your customers. Ultimately you should look to utilise the information to increase your customer base and opportunity to grow. By simply managing an Excel worksheet that contains information about your clients, you will be able to provide a more sophisticated outlook on who is buying your product and which prospects are most likely to purchase it in the future.

The best thing about customer segmentation is that it allows you to have a single minded focus that has the potential to reach the customers most likely to buy your product. Most SME owners live very busy lives, but by being more specific in which customers you target you can effectively save yourself a lot of time in the future.

Want some more information?

Dun and Bradstreet - Customer Insight


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