Every entrepreneur strives to increase sales results. A proprietary customer base can be a very helpful tool in achieving this goal. However, it is important to remember that gathering the data needed to build a sufficiently large base may not only take some time but also require specific steps. How do you create a customer database to ensure it is properly constructed?
Reaching consumers with the information we want to convey requires not only commitment but also tools that facilitate the entire process. What can significantly help boost sales is building a customer base. This is nothing more than a collection of data about all of a company's customers. However, this must not be confused with a client record or a personal data database. The collected information will vary depending on the business's specifics. For example, such a set of information can be divided into socio-demographic data, which includes information such as date of birth, age, gender, and income. Collecting the above information helps in creating marketing campaigns and streamlining sales. It is worth noting that the data on which a proprietary customer base is built can be constantly modified.
Many elements can contribute to smooth business development. One of the most important is certainly a proprietary customer base. It allows for conducting a series of actions that, if well-organized, lead not only to maximizing profits but also to improving customer satisfaction with the brand's products or services.
Collecting basic data about consumers and their purchasing habits will allow for providing a better quality of service by matching them to the needs and preferences of potential clients. A good understanding of the target group you are addressing is ultimately the foundation of any business's success. However, it must be remembered that building a customer base is a continuous process, involving the constant updating of existing information, both in terms of the accuracy of current data and the expansion of your base with new entries. Generally speaking, it is difficult to imagine a situation where an organization running a business would give up collecting or possessing data related to the recipients of its offer.
If you are wondering how to build a customer base, start by determining exactly who your services are directed at. When choosing your target group between a B2B or B2C business model, remember that these are two separate target groups with completely different purchasing paths. The goals and the impulses that lead to specific decisions will also differ. For this reason, the method of reaching each of these groups requires a different tactic. This should be kept in mind when compiling data that will be helpful in conducting marketing and sales activities.
In the case of the B2B model, it is worth focusing on information directly related to the company. This will include the name of the enterprise, the type and size of the business, and, most importantly and obviously, data that allows contact with its representatives.
Conversely, if your business is B2C-oriented, focus on acquiring data about interests and purchasing behavior. Knowledge about age, gender, and email address will also prove useful. All the above information will certainly make it easier for you to build a customer base.
Every entrepreneur should know how to properly build a customer base. The internet is a good place to start your activities aimed at acquiring data for such a base. The foundation for any modern business is having its own website that presents both the company's offer and the organization itself. This, in turn, becomes an excellent base for allowing potential customers to stay in touch by enabling them to subscribe to a newsletter. Regularly sent content will help generate interest in the offer among internet users. Social media can also be useful here, as they allow us to learn a lot about consumers' expectations regarding the offer and the brand. Knowing how to create databases and then putting that knowledge into practice is an important step in a company's development path.
Nowadays, many companies operating in the B2B model, in order to increase sales turnover, decide on actions aimed at reaching potential clients with information about their products. This process is facilitated by a properly collected company database. If you decide to build the database yourself, many tools are available to facilitate the process; however, purchasing ready-made databases from other entities is also a common practice. Where can you get a company database, and how can you do it legally?
After deciding to acquire a ready-made customer database from the market, the question arises: "Where can I get a company database?" There are several ways to obtain information about companies. One is to compile it independently, directly from customers. Although this is a long-term process, the benefit is that it is very effective. It can be carried out in many different ways, for example, by using contact forms on websites. However, it is worth ensuring an appropriate lead magnet beforehand, such as a discount code or the creation of valuable content marketing materials that encourage customers to leave their contact details. Other methods also include collecting data during webinars, various events, or through telemarketing. Social media, such as Facebook or LinkedIn, can also be very useful. Mailing to companies is also frequently used.
A legal process compliant with GDPR must adhere to several important rules. First and foremost, contact details must be provided voluntarily. Furthermore, you must ask for consent to present a commercial offer. Information that is publicly available can be used to create the database. This includes, among others, entries in the Land and Mortgage Registers (Księgi Wieczyste), the National Court Register (KRS), the Central Register and Information on Economic Activity (CEIDG), and on internet portals. However, great caution must be exercised when using this type of data.
If a given company does not want to collect information about potential customers itself, it can use the service of purchasing a ready-made database of companies in Poland. Before finalizing the transaction, it is necessary to ensure that the information was obtained in a manner consistent with the GDPR Act. Otherwise, the company that acquires the database will be liable for the unlawful use of the acquired information, not the company that sold it.
There are two ways to obtain them. The first is a transfer on the "administrator-to-administrator" principle. In this case, the user must consent to their data being transferred to third parties. The second possibility is a situation where a company is bought out by another. The new administrator gains the rights of the previous one, thereby gaining access to the previously collected information contained in company databases in Poland. They can use it just like the previous owner.
In 2018, GDPR regulations came into force, which had a significant impact on marketing activities. The way company databases are collected in Poland also changed, so it is advisable to familiarize yourself with the aforementioned regulation before starting the process. The General Data Protection Regulation governs the processing of personal data related to natural persons by companies. In practice, this means that the possibility of acquiring and using information about potential customers depends solely on them.
To use the data for marketing activities, consumers must first express the relevant consents, which must meet specific requirements. First and foremost, it is important to ensure that they are clearly visible and written in a legible manner. Furthermore, they should clearly specify what the user is agreeing to and the purpose for which the company is collecting the data. In the case of direct transfer of information, it can be processed based on Art. 6(1)(a) of the GDPR; however, the user has the right to withdraw the granted consent at any time. For this reason, the company database may undergo continuous modifications.
In the case of company databases, information regarding the functioning of a specific enterprise is collected. This may include:
All of these play a significant role in the lead generation process, which ultimately translates into sales, so it is worthwhile to ensure that they are all included in the database. It should also be remembered that this is not a closed and final list of necessary data. Depending on the type of offer and the needs of potential customers, additional data may be required to make the database even more effective. However, the choice of these depends on the individual needs of the business and the consumers.
