Are You Treating Your Database Like a Pet Rock?

WITH PROPER CARE AND FEEDING, YOUR DATABASE CAN HELP YOU GROW YOUR BUSINESS

The Pet Rock was a fad in the 1970's. Most of us let it sit around and looked at it once in a while. We may have joked about "taking care of it." But we didn't give it any care, and we expected nothing in return. It simply existed. Some small business owners are treating their database the same way. But it could be an untapped gold mine!

 

HERE ARE THREE WAYS TO CARE FOR YOUR DATABASE

1) Feed it plenty of quality data. Detailed customer information is vital. If you're going to succeed, you need to collect, store, analyze and take advantage of good information.

Examples:
- Basic contact information: Name, address, phone, email, etc.
- History: Purchase history, conversations, comments, etc.
- Special: Type of car, special needs, etc.
- Origin: How did customers find you? This gives you clues about which marketing efforts are paying off.

2) Maintain it properly. Just like any business equipment you have, your database needs to be maintained if it's going to perform well for you.

Examples: 
- Perform backups consistently. You can use an online service like Jungle Disk or Carbonite. If you use removable storage, make sure that it's kept safe from fire or theft. 
- Keep it fresh and current. People move, change phone numbers and emaill addresses. This vital contact information needs to be current.

Here's a story you need to hear! One of my newest clients happens to be a mobile detailing company. They had just lost most of their customer data because they failed to backup their database properly. Too bad they didn't start with me earlier, as this is one of the first things I cover with someone new.

3) Segment it. It's a big mistake to treat all customers the same. Divide up your database into specific interests. You can then create promotional campaigns that speak specifically to them.


TWO WAYS TO TURN YOUR DATABASE INTO A GOLD MINE

1) Reach out and touch your customers. Although social media is getting a lot of buzz, email marketing is still a great way to market to people. There are many tools that make it easy. The 2Q Solutions website was made with Adobe's Business Catalyst, which offers blogging and email capabilities.
- Maintain top-of-mind awareness.
- Educate your customers about new products and services.
- Tell them about upcoming sales.  

2) Identify trends in inqiries and purchases. This kind of information helps you in a number of ways:
- Maintain proper inventory levels. Anticipate future needs. Prevent excess production capacity.
- Discover opportunities to meet emerging needs. Come to the market early with new products or services.
- Monitor customer satisfaction. If you see an increase in complaints you can correct the situation early.
- Increase customer loyalty and give your best customers special treatment.

ONE ADDITIONAL SUGGESTION:

Train your staff to work with your customers and your database. Anyone who comes in contact with a customer should be able to ask appropriate questions  and have access to see or enter information into the database.


Question or Comment? Click on "Post a comment." We'd like to hear from you.

Want help with your marketing efforts? Find out more about Steve Smart and 2Q Solutions or connect with him on Facebook.