Reaching Businesses With 20 or Fewer Employees
It is no secret that businesses with 20 employees or fewer make up 90 percent of all firms in the nation. Although there lays an abundance of opportunity, many companies have had a difficult time effectively and—most importantly—profitably reaching this majority. Most firms struggle in targeting small businesses because it requires a certain level of personalization that people do not understand how to provide in a way that does not sacrifice the bottom line.
I can tell you firsthand that there is a way, and it comes down to data. Capturing the right information about customers and leveraging it in systematic marketing initiatives can quickly translate to greater response rates, higher sales conversions and stronger customer loyalty at a fraction of the cost.
Here's how the right data can be leveraged lucratively:
1. The Ability to Treat Each Client as the Only One
Companies that understand the relevant and recent purchase histories of consumers can automatically create dynamic campaigns and product samples unique to each individual customer based off of their preferences in the past. It is all about personalization; a customer is much more likely to respond and purchase a product that has been specifically designed based off of past purchases over anything that was spam-blasted out to the masses.
2. The Understanding of Each Client's Specific Behavioral Patterns
This type of information will play big in creating customized outbound outreach efforts, ensuring that your message is sent at a time when the subject has an opportunity to see and engage with it. Although there are many ways to effectively record this information, there are a few important ideas to be mindful of:
- Determine and track the trends in how your customer wants to connect with you, then use the accumulated data to drive the outreach efforts moving forward. For example, if a customer contacts you via phone, customize your follow up efforts to the particular customer in the same format.
- For outbound efforts, segregate each client by time zones and focus on reaching out either first thing in the morning, during the lunch hour or late in the business day. It is less intrusive and business owners are much more likely to be responsive during those times.
- Pay attention to industry workloads and adjust your outbound communications accordingly. Small business accounting firms may not be so inclined to hear from you during the March and April tax season, for instance.
3. The Capacity to Be Personable
It is very difficult to make a sale with a customer if your interaction is perceived to be scripted, boring and unpleasant. Use the initial exchange as an opportunity to get to know the client on a personal basis and track each exchange. Little things like a recent anniversary, product purchase, professional accomplishment or personal milestones should be noted and documented. This will make your engagement with the customer more enjoyable, more personable and more beneficial for sales.