What do you know about your customers? Besides the fact that they all have at one time used your products or services? Drilling down to more specific information can help you improve your content marketing strategy, says Michael Thompson on btobonline.com.
"Collecting customer preferences allows you to have a better understanding of each customer's interests," he says. "This information becomes even more valuable when married with ongoing activity data, giving you a full view of your customers’ buying behavior and what drives them to take action. Collecting and harvesting this information allows you to create more relevant e-mail marketing communications, providing your customers with information they want, when they want it, to drive significantly higher sales conversion rates."
