Building and exploiting your GDPR-compliant data is often one of the weak points of SMEs. Indeed, SMEs frequently do not have an updated database to create marketing campaigns. This is what we are going to look at in this post. The presentation originally comes from a webinar in Spanish by the Valencian Chamber of Commerce. I hope you will find its translation helpful.
In this blog post, we will go through the following agenda points:
- Key aspects
- How to build a database
- How to exploit a database with campaign examples
- Programmes: CRM, email, and automation.
1. Key Aspects
2. General Data Protection Regulation (GDPR)
As you probably know, you can’t store data nor use data that is unnecessary for the purpose of your campaign. For example, if you are a children’s clothes shop, you will need to target parents who have children and their children’s ages. You should only ask for these two pieces of information, and nothing more.
If you would like to know a bit more about data privacy law rules in the EU, UK, and the USA, I recommend you to read this blog.
- Which information to collect about your clients and users
- Which people have access to the information
- Who is responsible for the data processing
- The period during which you are going to store data and the users’ possibility to exercise the ARCO rights .
A) Example of a promotion registration form
B) Plugin GDPR
3. How to build a database
A) IN-PERSON RAFFLE TO GET A DATA BITE
B) GOOGLE FORMS
You can use Google Forms to create questionnaires. Google Forms will create a link to the form, which can be used for webinars and newsletters.
C) easy promos
D) FACEBOOK PROSPECTS REGISTRATION FORM
The purpose of social media advertising is to generate revenue through selling your products and getting prospects to sign up for your newsletter. To entice them to do so, it is recommended to offer discounts and a have call-to-action button such as ‘sign up’.
E) WEB REGISTRATION FORMS
4. How to exploit a database with campaign examples
All marketing campaigns must be measurable. For example, when it comes to email campaigns, you should check the opening rate of emails.
A) WhatsApp CAMPAIGNS
Mailing-list in WhatsApp: Only the contacts that have your phone number saved in their contacts will receive your broadcast messages.
B) SMS CAMPAIGNS
C) SOCIAL MEDIA AD CAMPAIGNS
C) EMAIL CAMPAIGNS
5. CRM PROGRAMMES – AUTOMATION
The automation purpose is to retrieve purchases, lost shopping carts.
a) LOYALTY CARD
B) CRM -ERP
C) AUTOMATION PROCESS
D) AUTOMATION SOFTWARE