Many businesses take advantage of database marketing; however, construction firms often choose not to employ database marketing solely because they don’t know that much about it. The following are a few ways you can use database marketing for construction companies:
Segmentation – The first step in database marketing is to segment your prospects and customers into different classifications. For example, sort them via potential, size or type. You can then score each segment or even each individual customer using predetermined criteria in order to judge the worth of each customer.
Acquisition of new customers – While the segmentation tool allows you to focus on the prospects with the most potential, you can also use database marketing to track new customer activity, as well as target and manage your marketing, sales programs, and prospect communication.
Customer penetration – Using database marketing you’ll be able to compare your transaction data to total customer purchases. Using the segmentation tool once more, you’ll also be able to identify opportunities for cross-selling and up-selling.
Retention of customers – New customer acquisition is costly, which means that customer retention is incredibly important. You can use database marketing to identify lost customers so that you can focus on reclaiming them, not to mention reactivate customers that have been dormant. Database marketing can be used to build brand loyalty since it’s often used to create points programs and other value-added marketing programs.
Measure your results – Database marketing is the best way to measure the results of your marketing efforts since you can use it to keep track of all of your sales, marketing, advertising and communication results via the recording of transactions and customer responses.
Consider the importance of database marketing for construction companies. Contact us at Local Business Marketing Solutions to schedule a one-on-one consultation today.