In theory, a high-quality product or service should sell itself and effortlessly rack up a growing list of happy, lifelong customers, but getting your target market to pay attention to your brand is just not that simple.

With the combination of competing products and services available at the click of a button and shortened consumer attention spans, engaging customers and leads is becoming increasingly difficult. The mass marketing strategies that used to capture customers’ attention simply don’t work anymore, and you can just feel potential customers slipping through your fingers into the hands of your competitors.

You know the key to reclaiming lost engagement is to target leads and customers with offers they’re interested in, but you’re not convinced you know enough about who they are to effectively do that. Nailing down customers’ interests can be difficult. Even though you realize leads don’t come out of a one-size-fits-all cookie cutter mold, you’re not sure how to go about finding out what makes them different.

You’re certain that if you knew more about your contacts and kept them engaged, they’d have stronger relationships with your brand. Without that valuable information, it feels as though you’re not providing customers and leads with the experiences they deserve, resulting in weaker customer relationships and less brand loyalty.

Shouldn’t getting leads and customers’ attention and loyalty be straightforward?

Most Small Business Owners Feel This Way.

Winning over customers in a crowded online marketplace is a widespread challenge: In fact, Brafton says “55% of marketers struggle to get their messages to stand out,” and it’s not for lack of effort; there’s simply more competition now than ever.

Before the era of online shopping, if customers wanted to purchase a product or service they had to physically go to a store to get it. Now that all it takes is one Google search to find dozens of options in seconds, more than half of shoppers visit at least four sites before buying. No wonder so many businesses are having difficulty standing out.

Use Customer Data to Outmarket Your Competition

To stay afloat in this increasingly competitive business environment, marketers and salespeople have to get creative to capture their distracted audiences’ attention. The strategy that’s working? Personalization through segmentation ‒ something that’s only possible when you know what kind of data to collect and how to get it.

People crave personalization, and brands able to cater to that craving are more likely to earn customers and loyalty than those that do not. In order to provide leads and customers with the segmented and personalized experiences they desire, you need data on their demographics, pain points and interests.

Consumers Prefer Personalization

The idea that segmentation and personalization command customers and leads’ attention isn’t just a hunch. Digital Trends says “73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant.” That’s nearly three-quarters of consumers.

The bottom line, according to the Guide to Gathering Customer Data, is that “segmented marketing driven by customer data is more efficient, more effective and a better allocation of resources than mass marketing.” Simply put, instead of blindly releasing your business’s products to your contact list with a single marketing message, customer data gives you the power to hyper-target individual contacts based on their known interests. Marketing expert Nicole Molkentin says, “In today’s marketing world, the way that brands can differentiate themselves from competitors is by creating an emotional connection between the customer and the brand. This means customization, self-expression and storytelling throughout marketing campaigns.”

Still Not Sure About the Importance of Customer Data?

Collecting customer data will give you the tools you need to:

  • Outmarket your competition and earn more revenue in a crowded marketplace.
  • Give leads and customers a top-notch experience with your brand so that they keep coming back.
  • Target leads and customers based on their known interests so that you can better sell to them.
  • Understand your existing customers so that you can find more qualified leads like them.
  • Segment your list into interest categories so that you can make your marketing efforts more personalized and efficient.
  • Learn more about your customers and leads’ purchasing behaviors so that you can predict their next moves.

Ready to start using customer data to improve your business’s sales and marketing? Check out our Guide to Gathering Customer Data.



About Lindsay Kent

Lindsay is a graduate of California Polytechnic State University, San Luis Obispo, and holds a degree in Journalism with a concentration in Public Relations and minors in Spanish and Integrated Marketing Communications. After working with several small businesses, Lindsay moved to sunny Santa Barbara to become ONTRAPORT’s Content Marketing Coordinator. Lindsay loves traveling and spending time with her two Siberian Huskies, Sochi and Mila.