Data availability is at our fingertips and on demand. When data pours in at rates too quick to leverage, consumer insight gets buried in a knowledge base graveyard. Marketers can leverage various data for use in targeted campaigns, product launches and service improvement. By using demographic and social statistics as well as purchasing habits and behaviors, business owners have the ability to engage with consumers on a more personal level. E-commerce businesses take all necessary steps to attain the data, but often stop short of strategic action plans. Put your efforts to work by avoiding these top mistakes.
Coming on Strong
Nobody likes a pest. Nurture customer data like you would a new relationship. Show interest and let them know you care, but play a little hard to get. In terms of marketing, the same rules apply. Rather than smother them with targeted ads, nag them with e-mails or stalk their social media pages, keep your marketing efforts precise and consistent. This requires using the data you have to learn more about their likes, dislikes and what entices them to respond. Follow these tips to minimize the creepiness factor:
- Set a frequency cap on your remarketing ads and arrow your targeting by adding exclusions and segmenting your audience.
- When it comes to e-mail, MailChimp reveals more isn’t always better. Make sure your e-mails are worthy of sending.
- Social media followers want to know your business, not be sold on it. Keep your posts fun, informative and conversational. Carefully work in the occasional sale or new product.
Without streamlined system integration, businesses waste valuable time, information and profits. Everything from social media and e-mail marketing, to your shopping cart and site analytics should be centrally integrated. Before you become overwhelmed with the ins and outs of cloud-based platforms, take baby steps. Start with the lifeline of your business—your e-commerce shopping cart. Business bookkeeping software like Quickbooks integrates with your shopping cart for accurate billing, accounting, sales and expenses. Put your data analytics to work with accurate business reporting to better manage trends in consumer data.
Everything businesses need to know about their customers can be graphed, analyzed and averaged down to the exact percentage. Knowing customer statistics and understanding your customers takes more effort. Don’t discount the art of personalized service. A study by Forrester Research revealed 45 percent of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. It only takes a few simple steps to make your customer feel that your service has gone above and beyond.
- Encourage customer feedback. Find out first hand what your customers thought about their online shopping experience. Ask them to fill out a quick satisfaction survey after they complete their purchase or reach out to them via e-mail.
- Accept constructive criticism. Customers have something to say, and they’ll be sure to share it on social media. Don’t ignore an opportunity to address concerns at the source. If you come across positive feedback, be sure to comment on it to show your appreciation for their support.
- Give them a reason to come back. Provide incentives like loyalty programs to entice customers to keep coming. This will keep your business top of mind and let your customer know you appreciate their business.