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How To Find Your Audience Using CRM

Published on March 19, 2020
4 min read
Marketing
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4 min read
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Customers always seek for a high-quality personalized experience. These customers anticipate that companies- from multinational companies all the way down to brick-and-mortar stores- understand their needs and wants, and they want it to be more tailored for their individual desires.

It is impossible to make every customer feel special if you send them the exact same message, especially when you are running a business with thousands of customers. There is a tool that addresses that issue. CRMs allow you to segregate your audience with the data stored in the system which enables you to create subsets of the potential and existing customer population. By that, you can then send your customers highly tailored messaged which makes everyone feel like a VIP and makes them all feel valued. Surely, these people will choose to do business with your brand.

What should I consider to find the right CRM to implement segmented marketing?

When selecting a CRM for your company, make sure that the system offers more traditional CRM functions such as lead scoring and sales. The best CRM to implement should include capabilities like segmentation and email marketing.

Below we are going to talk on how to find your audience using CRM and why is it important for your business.

1. CRM Helps You Recognize Selling Points

Every innovation satisfies a need or a want, may it be a product or a service. Unfortunately, a lot of business owners and marketers fall short to clutch the purpose of their products. They have not succeeded in articulating which issues their products or services are trying to solve and why people have to buy from them.

What to do? 

Explain what your product offers and what issues it solves. List every feature of your product and highlight what makes stand out against the competitors. Enumerate its benefits and how it could help people’s lives. Discover which people experience those kinds of issues and by doing this you get a glimpse of your target audience.

2. CRM Helps You Evaluate Your Existing Audience

Understanding and analyzing the characteristics and buying patterns of existing customers can expose a lot about how your business is going.  Find out what components of your product or service and your marketing tactics have successfully connected with your existing audience. Next, choose whether you want to generate more sales from existing customers or either you want to teach a new target audience.

What to do? 

Identify customer demographics and there buying patterns. CRM provides analytical tools that help in knowing existing customers purchasing habits, geographic distributions, age range, and other useful insights. Recall previous successes and list campaigns that have worked for your brand. Center your attention on customers that were responsive to the campaigns and how it influenced their buying behavior.

3. CRM Allows You to Create an Audience Profile

Customer profiles consist of both demographic and psychographic information. Demographic information includes gender, age, income, civil status, job status, income, educational attainment, and ethnicity while psychographic data includes hobbies, behaviors, style, values, interests, and buying patterns.

What to do?

Establish a profile of your target audience that is clear and concise. It is important to market to only one target audience at once. Nevertheless, CRM still allows you to identify multiple target audiences. Give equal importance to both demographic and psychographic data. Demographics provide you information on what type of person is using your product while psychographics gives you insights on why customers buy your product. Look up certain keywords on Google. And as simple as that, you can identify what your target audience is searching online. 

4. CRM Enables You to  Find Your People

First things first, you need to know where to find your target audience to connect with them. You have to know what communication means they prefer.

What to do? 

Find out how customers look for you. You can make the most out of existing social media successes. Decide on which social media platform is best to market your products. If your product is visually alluring like bags, watches, clothes, etc. it is best for you to market your product on Tumblr, Pinterest, and Instagram.

Your innovative campaigns will gradually persuade your target audience to use these platforms even when they are not using it yet. You might even discover a new set on that platform.

5. Conduct Test Campaigns and Assess Them

You may have failed your first attempt to reach your target audience but that does not mean that you have identified the wrong audience. You do not have to worry because building customer relationships are not that different from real-life relationships. You can still try a lot of different strategies to reach your target.

What to do?

Conduct tests over and over again until you reach your target audience. You can do tests such as sending email campaigns, social network campaigns, landing page designs to find out what really works. You can do bite-size campaigns at once within your niche audience to identify which campaigns work and what did not.

Next, you must build a sociable branding on social media. A lot of businesses spend more on automated social media posts. However, they fail to interact with prospects and existing customers which would surely distinguish them from their competitors. Be sure to create customer service accounts that will quickly respond to queries.

6. Change and Adapt With Regards to The Future

As technology rapidly advances, business changes unprecedentedly. The campaign you did a year ago might not be effective if you implement it today. Avoid sending inconsistent and unorganized messages just because you are in a rush and avoid using an idea for too long just because it worked before.

What to do?

Periodically revisit customer profiles. Annually conduct a review of the profiles of your target audience and update their demographic and psychographic data.

Visualize your product and company a few years from now. Keep up with the technology associated with your product and the ways to connect with your target audience. Ensure that your online experience is seamless as everyone is moving to mobile browsers. CRO does miracles and will refine the path to purchase. Try putting yourself in your customer’s shoes and test how your website works. 

As your business grows with technology, you should anticipate that your customers’ preferences evolve and shift as well. Once you found your target audience, it will be easier for your company to adapt to change with them.

There is no tool that does the audience segmentation better than CRM. Audience segmentation plays a major role in providing highly-personalized attention that potential and existing clients expect. The kind of business every customer wants to interact with is a company that cares for its customers and makes them feel special. Employing a CRM enables you to create customized detailed profiles and send targeted messages to users tailored to the customer’s wants and needs. 

CRM allows categorizing data based on different criteria that makes focused lists easier to create which allows you to run specific customer marketing campaigns and analyze the sales process and lead pools 

Let us simply put that the right CRM system helps you identify who is really interested in what you offer, who are still on the hurdle, and who is hard as a stone.

March 19, 2020