Where have all my customers gone?

Check your database, CMS or CRM.

What’s that?

Where do you keep your customers?

Oh, in a filing cabinet.

How big is your filing cabinet?

OK, may be too much tongue and cheek. Seriously though, in a small biz marketing dictionary, Data comes first before Advertising. And a digital marketing strategy has opened the eyes of many companies on the value of data.

What tactical tools encompass digital marketing as we know it today?

Here’s our short list.

  1. A blog with new ideas in your industry.
  2. Content marketing.
  3. The web developer’s SEO cheat sheet.
  4. Building the ultimate landing page.
  5. Creating compelling content.
  6. Content distribution strategies for a blog, content marketing, website, advertising and creative offers.
  7. The length of all marketing and advertising communications.
  8. Google analytics and key performance indicators.
  9. Data Driven Marketing.

These nine points are great for any small biz to consume as a mere starting point in the world of digital marketing. Don’t try to get all nine tactics up and running at one time. It’ a good strategy to work into you existing marketing strategy by setting deadlines. Your marketing team will need the time to get it right.

Readers of this blog, well know there is a lot of crossover from our direct and customer-centric marketing strategies and data. Data is leading marketers into the world of digital marketing.

Let’s look at data in context with digital marketing.

Data is a lot of work. Interpreting data is more than a lot of work. Technology changes too fast. And our list can go on forever.

In real time, companies wait for the next bout of technology to take effect. Or wait until the next new and better version. Or just wait.

If you collect data and do not react to it, you’re missing many marketing opportunitiest. So, don’t just sit there and wonder “where have all my customers gone?”

Start learning more about your customers data trail and compare it to your prospects data. Studying data is the best opportunity to regain those rock-hardened relationships you once had.

It’s a good start.

Great marketing starts with an analysis of your current customers habits. If your company is like many small businesses today, you probably have a decent customer-centric marketing (CCM) strategy and using some type of CRM or a database. Customers are at the center of all your marketing activities. If you have no data plan, you are warned.

Next, using Google Analytics or another data form, start mapping a customer journey and building better customer profiles. If you are looking for an instructive article about customer segmentation and vertical marketing, check out this post.

“Remember, close to 20% of your contact list can change yearly!”

When using data analytics, the collected and reviewed data will present more ideas on what a customer or prospect likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may be lacking the right person. You should have a person on your team who is a problem solver. One who is not afraid to test assumptions. Willing to walk the plank for the company.

Try mixing old, and new data, with the balance of the data that you have. And with a bit of luck, you may trigger a few marketing ideas to test. Even looking at existing customers and past customer data behavior, may lead to additional  changes to your customer profiles, segments and vertical markets.

The collected data provides you with a better picture of your buyer’s journey after each marketing program. Further, the data analysis increases the odds of selling more products and turning more prospects into customers. Lastly, this work takes time, but it must be done if your glamour is for marketing success.

Using data analytics is great on how your customers react to landing pages, email, social media messages, and yes, even direct mail. The analysis may likely tell you many ways to increase personalization accuracy and additional ideas for future testing.

Direct mail, direct marketing and digital marketing, when teamed together, is a small biz marketing model for growth.

On this blog you’ll find over 350 articles on direct marketing and advertising. Or read “Customer Circle of Success post” on how Direct Marketing and Digital Marketing partner for Small Biz success.

How can we help you?

Download a FREE copy of Direct Marketing Success. It’s a four-page quarterly newsletter, on all things marketing for a small biz. If you register with your company name and email you’ll receive a new copy of Direct Marketing Success every three months. Additionally, with your subscription you are entitled to ask us questions you may have on our small biz marketing model, Direct-2-Customer.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. So, get your copy today, click here.

Thanks for reading. Any questions please post them below.

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Marketing eValuations – Coaching – Direct2Customer, a Small Business Marketing Model – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.


Mike Deuerling
aka: MarketingDoc

800.251.3608 /


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