May 09, 2017
How to Effectively Gather Data about Your Customers
David Walter is the Marketing Director at MSP SEO Factory, a company providing IT marketing with expertise in creating managed services marketing ideas and turning them into original, optimized blog posts. Their process involves in-depth brainstorming, thorough editing, and effective promotion of fresh and unique articles for their clients.
Have you thought about the marketing decisions your company has made in the MSP space? Are you confident these tactics are working?
It’s always important to have substantial data to back up any marketing decisions. The marketing campaigns that fail are those put together with no rhyme or reason, you took a shot and hoped that you hit the bullseye.
Strike the Right Balance When Gathering Data
It’s imperative from an MSP marketing perspective to gather as much as you can from your customers without pushing them away. Think about the core data that you want to get from your clients and how it will benefit you.
Start the process by making a list of the critical data that you’d like to have. Do you want to know where your customers reside? Do you want to know how they found your company? Understand the critical data points and the value that you’re going to derive from them.
It’s important to find the balance between the right amount of questions and too many or too few questions. If you ask your customers too few questions and don’t collect enough data, it won’t be useful. The flipside can occur if you ask too many questions. This should be avoided at all costs, as it’s only going to harm the customer service experience and drive your potential consumers away.
The appropriate balance of questions will get you the data you need to execute a successful marketing plan. MSPs must be aware of the balancing act that has to play out. The more they’re aware of these key data points that they’re going to benefit from, the better off they’re going to be.
How many questions you ask will depend on required data. To get the balance right, you're going to have to adjust per customer. Ideally, you want enough questions to get the data you need, but you don't want to inundate clients with unnecessary inquiries designed to fill out a previously established template. What the appropriate number is will differ per client. A local ice cream shop looking for digital exposure won't require as much information as a new branch of a national bank. You're going to have to eyeball this one. You can probably build a good profile with between ten and twenty questions; but again, don't stick to some default. Adjust as necessary.
Also, while gathering data through questions is a great way to build a profile for your customer, you shouldn't restrict yourself to this method. Online surveys can be successful, as can good old-fashioned deduction. A new business selling ice cream has a minimum and maximum overhead you can estimate pretty closely based on the community. The same will be true of a bank. It's important to gather data from customers not just directly, but indirectly as well. After all: clients won't always be accurate.
MSP marketing data can be a powerful thing for your business when it’s collected with effectiveness, efficiency, and a critical eye. As an MSP, you should always be thinking about ways to gather data that’s going to help your business grow, both in the short and long-term.