Unlocking social media marketing value with CRM data

In marketing, it is easier to retain an existing customer than acquire a new one. After all, a great first experience is very good reason to buy again. True to its name, Lifetime Value (LTV) stretches an entire lifetime, as long as customers value the brand. Extraordinary service is essential, and CRM data helps with that – showing exactly what “the usual” is for each customer, and recommending something to go with it so they keep coming back for more.

Find top customers

The most passionate, engaged customers tend to command the majority of sales. The Pareto principle ballparks this as the top 20% driving 80% of sales. Proving this is a matter of delving into your data.

These resources show how:

  1. MVCs: five metrics for identifying your most valuable customers
  2. Profit Driven Marketer: Who is Your Business’s MVC (Most Valuable Customer)?

Widen the net

Knowing your top customers makes it easier to find people like them. Platforms such as Facebook allow you to build lookalike audiences, that is, people with similar profiles to your top customers.

You can also draw insights from these audiences to target others by interest or demographic, and create campaigns that speak personally to them.

Stay in touch

Some businesses, like cafes, have customers coming in daily for a cuppa. Others have a longer purchase cycle, such as airlines where most people only travel for a few months in a year. For the latter, it makes sense to regularly engage them and keep your brand top-of-mind. Find an interval that works, be it 30, 60 or 90 days, and give these customers special offers such as discount codes or value-added services.

By giving them exclusive offers, they may be convinced to purchase more frequently than they normally would, and become more loyal to your brand at the same time.

Mix and match

Track your purchases using Facebook and other analytics tools to find out what each customer is buying. This can be used to identify patterns in buying behaviour.

For instance, with an F&B brand, if many customers are buying nacho cheese to go with their biscuits, try advertising other dips, or even create an offer ad pairing the two as a special package.

Personalise your engagement with customer data

Knowing when customers buy and repurchase is great for establishing when to talk to them as a baseline. In between, there may also be other opportunities to engage them. Use customer data to identify the right moment for personalised ads.

For instance, eCommerce services in Southeast Asia are expanding horizontally. Customers who use ride-sharing or grocery delivery services may also appreciate the same timeliness for food delivery. Reaching out to loyal customers can be a great way to rapidly grow a new arm of the business.

Take the offline online

If you offer a loyalty card, take it a step further! Facebook and other platforms enable you to link membership information to online profiles.

Connecting online and offline data not only enables you to understand your customers better, this data can be used to boost LTV by presenting them with relevant offers.

LTV means thinking beyond the first transaction. By knowing customers and approaching them with well-timed, personalised engagements, you will be able to grow the relationship and maximise efficiency on ad spend.

Let's Chat

Whether you’re looking to run your own campaigns or have someone run them for you, AdParlor can help you get the best results from social and video advertising.

Request More Information

Phone:

  • +65 6692 6700

Singapore

  • 120 Robinson Road,
    #05-01,
    Singapore 068913

Kuala Lumpur, Malaysia

  • Suite 10.02, Level 10
    The Gardens North Tower
    Mid Valley City
    Lingkaran Syed Putra 59200
    Kuala Lumpur

Bangkok, Thailand

  • 1-7 Zuellig House, 7th Floor
    Silom Road, Silom, Bangrak
    Bangkok 10500 Thailand.

Manila, Philippines

  • 14F Room 1408-1409
    Ayala Tower One, Exchange Plaza
    Ayala Triangle, Ayala Ave. 1226,
    Makati City, Philippines

Jakarta, Indonesia

  • Gedung Menara Anugrah Lt. 17
    Kantor Taman E.3.3 Lot 8.6-8.7
    Kawasan Mega Kuningan
    Jakarta Selatan 12950, Indonesia

Mumbai, India

  • C-721, 7th Floor
    215 Atrium, Andheri Kurla Road
    Andheri East, Mumbai 400059 India

New Delhi, India

  • 18th Level, One Horizon Centre
    Sector 43, Golf Course Road
    Gurgaon 122002
    India

Seoul, Korea

  • Posco P&S Tower, 17 Fl.,
    134 Teheran-ro, Gangnam-gu,
    Seoul, Korea, 06235