Written by: Vickie Sullivan | November 12, 2019
Use Your Client Data Strategically
We hear a lot about the buyer’s journey and personalized marketing using customer data. But how do we turn those 30,000-foot recommendations into something real?
A recent Entrepreneur Magazine article about creative uses of customer data has a great idea. Click over to it, and scroll down to #3: create customized marketing. I absolutely LOVE the Orangetheory Fitness case study. Move past the mass market example, and use these pages from their playbook:
• Tell your clients how they’ve progressed. In this case, Orangetheory had specific health data. As thought leaders, we may not have that specificity. And that’s OK. How about stating the challenges in the beginning, then reporting where the client is now? Can we create a video from those conversations? You betcha.
Listen: Two Ways to Use Client Information to Create More Opportunities
• Create a tool. Matching the heart rate to a soundtrack? Brilliant. Let’s go one step further. What would happen if that playlist were made available for future workouts? Now we have a tool to use in the future. Could we use our services to create handy tools for future use? Yep, we could.
It’s one thing to create a report or case study. It’s another thing to celebrate the journey and create what’s next. Let’s put this on our “expansion” ideas list when strategizing future plans.
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