7 Non-Creepy Ways to Grow Your Customer Database
Your customer database is a shrinking mess. You’re not sure who’s visiting your site or why. Their purchasing behavior is a black box. At the same time, you don’t want to be creepy by demanding information from your customers or collecting data without their consent, since that will turn them off your brand.
Never fear. Here are seven tips to help you get the data you want, without alienating your customers. Follow them, and you’ll have a reliable and robust customer relationship management (CRM) database in no time.
1. Contests. We use contests to present a few, choice incentives in exchange for a large volume of basic customer information. On average, our contest ROI is 1,000 to 15,000 usable entries per contest. That said, this tactic is best used in moderation so you attract customers who are genuinely interested in your product—not just individuals looking for free stuff.
2. Brand ambassador program. By offering customers a large incentive, like the chance to represent your brand, you can glean more in-depth information that helps in your product development and targeted advertising. For instance, we’ve used brand ambassador programs to get private product reviews and answers to longer-form qualitative survey questions that typical customers won’t provide.
3. Brand loyalty program. The purchasing behavior of your best customers is a great way to track spending habits, popular items, and the busiest times of day so you can understand and create better offers for your target audience. To keep a continual stream of data, offer rewards for customer loyalty, like a special discount for multiple purchases.
4. Exclusive access. Customers want to feel special and in the know. Make them feel that way, and they’ll be more engaged with your brand, strengthening your relationship. By offering customers a behind-the-scenes video with one of our client’s stars, for example, we were able to increase campaign engagement more than three times over.
5. Gated content. Give prospects access to valuable content, like white papers, e-books, or webinars, for sharing their information. This is the essential value proposition behind content marketing, and it’s a quick and easy way to learn who’s deeply interested in your vertical, jump-starting a relationship with your brand.
6. Easy sign-ups. Give people every opportunity to connect with clear and visible sign-up forms. We were able to capture a full 5 percent of a client’s website traffic just by featuring an email subscription pop-up, which resulted in hundreds of daily leads.
7. Point of sale. Ask if your customers would like to be emailed their receipts. If they agree, you have an easy way to stay in contact, which you can leverage to upsell related products, offer discount codes to incentivize future purchases, and ask for feedback. Plus, it’s environmentally friendly.
Keep it clean, guys.
Finally, maintaining your CRM database is just as important as building it, so make sure your database is accurate and up to date. Incorrect data is a waste of your time and money.
With a quality customer database, you know exactly who you’re talking to and why. That makes it possible for you to offer customers the targeted experiences they want from your brand—without being creepy.