Article

Digital Doughnut Contributor
Digital Doughnut Contributor 16 September 2014

5 Clever Ways of Capturing Customer Data

Grow your database organically with this guide to customer data management

Customer data forms the beating heart of your database – it’s the lifeblood that keeps your company’s cash flow, well, flowing. As a marketing director, you want that database to grow over time - not only by calling on data providers to expand it, but by growing it organically too.

 

The question is – what are the best techniques for drawing in fresh customer data without incurring huge costs? We offer you a guide to customer data management.

 

1. Incentivise to Mobilise

Sometimes it takes something as simple as an offer to encourage a customer to divulge their data. Deploying relevant surveys/polls and offering genuine, uncynical incentives will encourage your prospects to engage with you. Not only will they be comfortable passing on their customer data to you –but the results of the surveys and polls will be of genuine use to your business plans and persona creation strategies.

Competitions are also a highly effective format for pulling in fresh customer data. Part of the competition process should always feature a mandatory customer detail form (with a relevant opt-out check box). While the initial outlay for competition prizes can be costly, the amount of customer data generated by the competition will more than offset the initial investment.

Incentives needn’t be costly – and you may already have great incentives at your disposal. These can include discounts, vouchers, free consultations, eBooks and White Papers - to mention a few. If the incentive offers value - while helping the customer address their business pain - they will be willing to provide you with their information.

 

2. Go Social

Attract customers via your social media channels, using relevant content that encourages them to join your database. If you offer them rich, value-added content, they will be happy to make the trade-off and opt into your sales funnel.

A simple but effective technique for ensuring that this process gains traction is to embed a subscription form on your social media channel. This allows your prospects to enter their details impulsively and in a fuss-free format.

Use web form builders to create an optimised form that is simple and clear - this will encourage customers to fill the form out. You should test how long it takes to fill in the form – one that takes over a minute could result in the prospect losing interest.

 

3. Send to a Friend!

Offer incentives to existing customers to share your messaging with their friends and colleagues. After all, a recommendation from a peer will be taken far more seriously than one that comes directly from you. Always embed a ‘Send to a Friend’ link alongside your social media buttons in any email campaign, also offering an option for the sender to add a personal note provides that perfect personalised touch.

 

4. Promote, Promote, Promote

Wherever your customers make contact with you, ensure that there is always an opportunity for them to opt-in to your database. This can be achieved through a physical leaflet, a business card or an online campaign.

Don’t Get Too Personal.

Be wary of how much information you ask from customers – you may have garnered their attention but if you ask for personal information such as marital status and home phone number, your prospects may feel intruded and could baulk at signing-in,

 

5. Keep it Clean!

Maintaining your database is essential to effective data capture – it is imperative that all new data is consistent with your existing database entries, i.e. email address, telephone number and so forth. If not, you’ll end up with unmanageable entries on your database, creating extra work and potential confusion further down the line. Running a de-duplication programme on a regular basis ensures that customers’ data isn’t being multiplied on your database.

If you’re not sure how to proceed with your customer database management programme, call in a reputable data provider to do the heavy lifting for you. For more information on how to keep your database in tiptop condition, read ‘The missing link – how data cleansing can get you more, higher quality leads’ and you’ll be on your way to a gleaming marketing database!

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more