Whether you have an eCommerce business or a physical store, understanding what kind of person is attracted to your brand and who becomes a returning customer is gold dust to any business owner. Depending on your business’s size and type, there are a few ways to go about expanding your customer data base and finding out what makes them tick.
1. Social media competition.
A competition on your business’s social media pages can be a sure-fire way to get some customer data, and fast! Competitions tend to result in a spike of engagement, following and reach, and can be run across multiple channels simultaneously.
To get the most out of it, consider including an external link to a quiz or survey to collect customer data directly from entries. (See tip 3 for more info.)
The most successful competitions tend to include one or more of the following features:
- Teaming up with complimentary brands to capitalise on each other’s similar audiences. It’s a win-win-win: you and your partner both get a boost of traffic from relevant audiences, and the participants are in to win a bigger prize!
- Encouraging participants to follow your page and comment on the post (and share for a ‘bonus entry’!) as a prerequisite to entering the competition. This means your post is going to be buzzing with engagement, encouraging the platform’s algorithm to recognise the content as popular and worthy of being suggested to similar audiences outside of your page.
- Putting a budget behind the competition to promote it to people further outside your current following. This could be via influencers or social media adverts.
- Finally, having a prize that’s desirable is an absolute must! It’s got to be worth people spending the time to enter.
Unaro (‘ooh-nah-roe’) is an all-in-one system that collects customer data from them logging on to your guest wifi. It’s an easy, organised way to get to know your customer base, with live insights that update in real-time on your dashboard.
The kind of data that Unaro can collect includes demographics, how long they stayed at your establishment, and if or when they returned, as well as other customer data. It’s an easy, flexible solution to actively and automatically collate customer data on the valuable customers who walk through your door. With their permission, it gives you the ability to remarket to them and reshape your current marketing strategy to target people just like them.
It’s absolutely one of the most automated systems any business could have to mindlessly collect valuable data on the people who spend money with them.
You can learn more about Unaro, and what we think about it in our review and breakdown here
Check them out here: https://www.unaro.co.uk/
3. Surveys or quizzes.
This could be carried out in a similar way to option 1 – particularly if it’s a fun quiz that anyone can take part in. Or, it could be a survey sent out to your current customer base via email. Either way, the aim is to gather more information about the people who are interested in your brand, and collect their contact details to retarget them in a future campaign. SurveyMonkey is a great option for either of these versions, as the customer data is easily extracted at the end.
4. Google Analytics.
If your business’s website is where you’re seeing much of your traffic, then customer data can be captured within Google Analytics. Things like where your audience is finding you, how long they’re staying on your website for and on which pages, their geographical location and even how often they return to your site. From here, you can paint a picture of your typical customer and apply that information to your marketing strategy.
5. Subscription and registration.
If you own a brick and mortar business, then understanding who is coming through your door is an opportunity that can’t be missed. Setting up a small in-store giveaway every week (like being in to win a dinner for two), or even daily (like a free drink if you can guess how many M&Ms are in the jar), then you can quickly collate email addresses, names and other customer data. This may be a manual process, but it means you can get back in touch with them when you have a deal that they might be interested in.
DISCLAIMER: As with all marketing pursuits, asking for permission from your customers to contact them again in the future is essential. It must be clear that it is for marketing purposes, and ensure they have provided explicit permission for you to do so. Additionally, they must always be presented with easy opportunities to ‘opt out’ at any time.
If you need help with customer data collation or lead generation, get in touch with us for a free, no-obligation chat to see how we can help.
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