How to create a digital database
The first thing we need to do is change the focus of our marketing strategy, our way of seeing and acting in digital marketing.
The focus must be the client, and for that we must know, to know it we must have data of him (demographic, of consumption, satisfaction, of habits of purchase, of tastes and preferences…), with that data we will know them better and we can refine much more the Actions, increasing the level of impact being more effective and efficient.
In This sense we establish two basic lines of work:
Generate New databases: We must design actions to capture ledas or contacts of profiles related to our product or brand.
Actions of this type we launched Semalmente, for example a campaign on Facebook Ads, a digital advertising campaign where we derive to a landing page, where the potential client leaves their data, or an e-maling on LinkedIn or…
Every Contact generated we must pass it to our database of new contacts. These potential leads we will have to work to make them end up becoming either a subscription or a fan, but always focused on the final sale.
Digitize and update the client and potential databases: it is very important to have all our clients digitized. It Seems truism But you can not imagine the number of companies with which I have found that they had not done.
It Is essential to collect all the customers that have generated sales (of which we have already invoices), all who have asked us for a product or service but did not buy it and all who bought us at a given time but have long since stopped Do this.
Key Aspects to build your digital database
Once we have potential data to digitize, we cannot and should not forget the following aspects:
Types of databases: You must make a decision and decide in which format or program you will work the database: from the simple Excel, Acces, SQL, CSV or database management programs like Oracle…
Minimum Fields to be defined: it seems silly but it is necessary to devote time to think what kind of data I need for each client, in this sense not to have more data is better, it is necessary to have the precise data.
Without having a professional CRM (Customer Relationship Manager), which will be the next step, we must know our client and therefore define what kind of information I need to get from it.
Segmentation: Once we have digitized data from customers and more customers, we must begin to make segmentations. Segmenting is not more than classifying client sets by different types of common characteristics: volume of purchases, sector, tastes and preferences…
It Is the way to optimize human, economic and temporal resources.
Methodology and processes: It is important to design and implement a methodology for standardization and data collection.
Not everything is worth!!!
Design it to your company or business model but establishes minimum data collection requirements, how and where they are dumped, who tabulates and homogenizes, how they are exploited and how they are updated….
You’ll Save time, effort, money and headaches!!!
You should Not forget with your digital database…
Homogenization and standardisation: assures that all fields meet the same norms relative for example to case, accents, surnames separated or not, telephone numbers…
Update: We must have a competitive database, so it is necessary to have all the fields of the database updated, we can not afford to fail for lack of dedication!!!
Qualification: It is necessary to qualify the database, that is to say, to have the records that are competitive, with which we can generate profitability of some kind.
A difficult decision is to discard customer records, but we must do so to be efficient.
Data Crossover: With all the previous steps made, it is time to cross and analyze data to draw conclusions to help us in decision making and the design of digital marketing actions.
What do you think will be more effective, an email marketing campaign to the entire database of clients in which we launch the new loyalty program or be able to customize the program according to the types of customers?
I Imagine that many of you astonished that the management of databases is complex and thorough for a small and medium-sized company, and we agree completely with you, the problem is that if you have a digital business or develop actions and strategies of Digital marketing You must be aware that if you manage and work well the digital databases, you are not really taking advantage of your investment, your human and economic resources.
The Whole digital environment revolves around the capture, retention and loyalty of customers, for which we must at one time or another, have data, store and work.
Do Not think more and get to work because the results will be measurable in the short, medium and long term.
What do you think about it?