Pick out customer profilesMarketers begin by drilling down into their database, creating profiles of their existing customers. This profiling process helps hone and target their campaign’s ‘message’ to appeal to customers’ identified needs and ‘pains’.
Action planAnalyse your current customer database – or your accounts if you don’t have a dedicated database:
- Identify commonalities between existing customers. For instance, size, turnover, industry type and so forth.
- These similarities can be used to inform your campaign – its voice, its angle and its offer – so you can target those specific customer types that are known to engage with your products/services.
Sourcing new clientsThe most important part of your campaign is generating new business leads:
- Use market research and your products/services’ USP to identify potentially untapped sectors; and
- Spot gaps where you might be able to extend your reach and use direct marketing on a small-scale basis initially to identify potential new areas ripe for exploitation.
Producing the campaignWith customer profiles and markets identified, it’s time to create your actual campaign. Unless you feel you have the appropriate skill set in-house to produce it, source a reputable copywriter and designer for your direct mailers (plus printer if you are undertaking a direct mail campaign). There are a variety of platforms available online for sourcing individual creatives such as People Per Hour – or you may prefer to approach a reputable content/marketing agency to do the work for you.
Don’t Scrimp on costsHow your message is actually presented to a potential customer is vital – first impressions count, plus a great copywriter can hone your messaging even further. Monitor what interest your campaign generates and collate campaign data for post-campaign analysis. Julie Knight is founder and MD of Marketscan.
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