Month: March 2025

Episode 3 – Organising Your Customers for Better Marketing

Posted on by Tristan Martin

Subscribe: Acast | Amazon | Apple Podcasts | Deezer | Jiosaavn | Spotify

 

In Episode 3 of the Business Made Smarter Podcast, host Ed Nell and Doug D’Aubrey, Founder of Executive Training & Consultancy, discuss the importance of organising customer data to enhance marketing efforts. Doug explains how segmenting your customer base allows for more targeted communication, improved service, and ultimately, greater profitability. Whether you’re a small business owner or a growing enterprise, this episode provides actionable steps to help you refine your marketing strategy.

Key Takeaways

🔹 Why Customer Segmentation Matters: Different types of customers require different communication styles and marketing approaches. Organising your database helps tailor messaging effectively.
🔹 Three Basic Segments: Businesses should start by categorising existing customers, past customers, and prospects. This allows for more relevant and personalised marketing.
🔹 Using Technology for Segmentation: CRM systems, Mailchimp, and Facebook Ads allow businesses to refine their audience, ensuring that marketing efforts reach the right people at the right time.
🔹 Practical Business Applications: Segmentation helps businesses offer more specific services, such as targeted promotions for returning customers or industry-specific solutions for different client groups.
🔹 Avoid Overcomplicating It: Too many segments can become overwhelming. Focus on categories that will genuinely improve marketing efficiency and customer experience.

Key Moments

  • “The way you talk to different customers should be tailored—just like how you speak differently to family, colleagues, and strangers.”
  • “A flower shop can use segmentation to send Valentine’s Day promotions to male customers, increasing sales strategically.”
  • “If you can identify your most profitable customer segment, you can focus your marketing on attracting more of them.”
  • “Tracking the success of your segmentation efforts is key—if a strategy isn’t working, adjust it or stop wasting resources on it.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

 

Organising Your Customers in 2025: The Key to Business Growth

Posted on by Tristan Martin

In today’s fast-paced business world, understanding your customers isn’t just a nice-to-have—it’s essential. Knowing who your customers are and how to communicate with them effectively can mean the difference between thriving and merely surviving.

Customer segmentation remains one of the most powerful tools for businesses to tailor their marketing, boost loyalty, and drive conversions. Let’s explore how this strategy has evolved and why it’s more relevant than ever in 2025.

Why Customer Segmentation Matters More Than Ever

Think about the people in your life—family, friends, colleagues, and acquaintances. You wouldn’t speak to them all in the same way, would you? The same principle applies to your customers. Different groups have unique needs, expectations, and communication preferences.

For example, a customer spending ÂŁ1 million with your business will expect a different level of service compared to someone spending ÂŁ100. The secret to maintaining successful relationships with all your customer types lies in understanding their uniqueness and exceeding their expectations.

However, treating every customer individually can be time-consuming and costly. That’s where customer segmentation comes in—a strategy that allows you to group customers with similar characteristics and communicate with them efficiently and effectively.

What is Customer Segmentation?

Customer segmentation is the process of grouping customers (and potential customers) based on shared traits or behaviours. These groups could be defined by:

  • Geography: Where they live or work.
  • Demographics: Age, gender, occupation, or income level.
  • Behaviour: Loyalty, buying habits, or readiness to purchase.

If you’ve already created a customer avatar—a detailed profile of your ideal customer—segmentation takes this a step further by linking similar customer types together into manageable groups.

How Segmentation Drives Success in 2025

Segmenting your audience allows you to personalise your marketing efforts and connect with customers on a deeper level. Here’s why it’s so impactful:

  • Tailored Communication: By speaking directly to each segment’s needs, you increase engagement and build trust.
  • Improved Loyalty: Customers are more likely to return when they feel understood and valued.
  • Higher Conversions: Personalised messaging leads to better results than generic campaigns.

For instance, let’s revisit the example of a flower company from our earlier discussions:

  • Customer A: Buys flowers occasionally to show appreciation or sympathy (e.g., Valentine’s Day).
  • Customer B: Regularly purchases flowers for personal enjoyment or home dĂ©cor.

By segmenting these two groups, you can send targeted offers—like Valentine’s Day promotions for Customer A and subscription discounts for Customer B—maximising the likelihood of repeat purchases.

How Small Businesses Can Leverage Segmentation

For small businesses, segmentation might seem like an overwhelming task—but it doesn’t have to be! With today’s technology, segmentation is easier than ever and can deliver incredible results without requiring massive resources.

Email Marketing Made Simple

Platforms like Go High Level, MailChimp and Active Campaign allow you to create segmented email lists effortlessly. You can even design one email template that dynamically changes based on the recipient’s segment—giving the appearance of personalised communication without extra effort.

This approach pays off: personalised emails can increase open rates by up to 203%, while marketers using segmented campaigns report revenue increases as high as 760%.

Smarter Advertising

Paid advertising platforms like Facebook and LinkedIn enable hyper-targeted campaigns based on detailed audience data. By narrowing down your audience with segmentation insights, you’ll spend less money while achieving better results.

Segmentation in Action: Real-Life Examples

Big brands like Tesco have mastered segmentation through loyalty schemes. Every time you shop with them; they collect data on your preferences. When your favourite products go on sale, Tesco sends you personalised offers—making it more likely that you’ll return.

Small businesses can replicate this success on a smaller scale by using tools like CRM systems or email marketing platforms to track customer preferences and deliver tailored communications.

How ETC Can Help You Stay Ahead

If you’re unsure where to start or need help refining your customer segmentation strategy, ETC is here for you! We specialise in helping businesses identify their target audiences and group them into meaningful segments that drive growth.

As part of our commitment to supporting small businesses, we offer a free new business review. In just two hours, we’ll provide expert coaching and leave you with actionable steps that you can implement immediately.

Don’t let outdated practices hold your business back—embrace the power of segmentation today and watch your profits soar!