by JimRaffel on August 3, 2010
When you are working with a database for business and find garbage data, just stop. Instead of trying to work around the problem data, take the time to fix the information before proceeding. Next time you need to work with the database you’ll be glad you did.
Move towards a single database. One way to minimize garbage information in a database for business is to move towards a single database for all your company operations. Sounds easy – right? Not so much. Let’s run through the different databases you might have right now:
1. Customer Relationship Management(CRM)
(I’m using SugarCRM and looking at VTiger)
2. Accounting
3. e-commerce
4. Email marketing
5. Direct mail marketing
6. Mobile device contact list
7. Members only web-site access
In an ideal world #1 above would address numbers 2-6. I’m sure there are some high cost solutions that work for mid-size and large businesses. For small businesses in a tight economy a combination of open source and low cost solutions seems right for the times. The trick then becomes automated two way synchronization of all the databases.
An example. Many mobile devices now make synchronization with Google contacts a breeze. If you can configure your CRM to perform an automated two way synchronization with Google contacts, your device will always have an up-to-date customer database. Many accounting packages for business will also synchronize with both CRMs and e-commence solutions. The trick lies in finding a complete suite of tools that all synchronize with each other.
Connections are the key. In my case I’ve found good open source CRMs but in order for them to synchronize with Google contacts you have to pay for a plugin module. The cost is reasonable enough I just wonder about long-term support as this tool will become a key cog in the company database solution. Ideally, a small business would not want to revisit a database project for another three years or so. So, I suggest paying close attention to the stability of the connections you utilize wether they are open source or closed software with a monetary cost.
What tools do you use to address the items in the list above?
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by JimRaffel on July 27, 2010
For small businesses, staying in meaningful contact with your customers regularly can be a challenge. Equally challenging is finding recurring revenue streams to smooth out business downturns when they occur. Micro campaigns address both these issues.
First, a definition. A micro campaign is a multi-touch campaign and reaches out to a small segment of your customers, past customers or prospects list. The message is tightly focused and only intended for this small segment. High response rates are further ensured by use of color, personalization and a combination of online and offline communication.
Four benefits of micro campaigns
Re-establish customer contact – There are inactive customers in your database that you have not done business with in a year or more. Oh sure, they’ve gotten the email newsletter, but they know that goes to everyone. A micro campaign will speak to their unique situation. The language of the communication makes it clear this is a special offer and conversation just for them.
Scrub the database – The reality for many small businesses is that we end up with more than one database. (Hey, lets be honest: some of the big guys have a worse problem with this than than we do!) Monitor the returned email and postal mail. A return from both probably means you can delete the contact. A return from only one means it’s worth some telephone followup to clean up the data you have.
Generate revenue – Who doesn’t like a special offer with their name on it and their own unique discount code – a genuinely great offer that is only available to them and a small handful of others (for a limited time)? The goal is to convert these past customers or prospects into current and active customers.
Expand the active customer list – Think about what adding a handful of active customers each month would mean to your business. At the end of a year you could easily double your active customer base. If you are doing most everything else in your business right, this will mean more sales and more profits. Rome wasn’t built in a day, but in twelve months a series of micro marketing campaigns will have you well on the way to doubling your active customer base.
Tomorrow I’ll discuss the execution plan I use for micro campaigns.
For now, what are your thoughts on marketing to small groups of customers or prospects?
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