Even though the economy has started to bounce back, marketing budgets are still one of the things companies are keeping a tight leash on. So, we have to be creative when it comes to holding on to our current customers, as well as going after potential leads. Using traditional methods, mixed with the four Ps below, can enhance your client engagement strategies in new and exciting ways.

Perspective: Use Your Data

You may think you’re familiar with your current customer data, but it’s important to start looking at it in a new way. Pay close attention to which customers are the most profitable and continue to engage them according to their specific needs. Also focus on the group that may be receptive to your offers, but hasn’t quite reached a profitable level yet. If you really know the demographics and the behaviors of your customer base, you can assess the strategies that will work best to create revenue and keep marketing costs down.

Purpose: Know Your Brand

Do you know how your brand resonates with your customer base? Is your mission even clear to them? Try focus groups, surveys or customer forums to gauge feelings and loyalty measurements. After you know what you’re working with, you can continue to reward customer behavior and increase loyalty.

Path: Identify Your Strategic Direction

Determine your path and then stick with it. Make sure you understand that taking measurements throughout the process is key to staying on top of your goals. Take the time to set a bar to measure against what is most important to your company, and then develop your marketing strategies to reinforce the measured areas.

Proliferation: Test and Learn

What worked yesterday could go horribly wrong tomorrow. And what didn’t work last year might be just the thing you need now. Analyze your data with a sharp eye, but be open to the evolving changes of your customers. Test strategies and keep track of what works and what doesn’t. It’ll be a great way to plan for future strategies.

To truly engage your client base, you can’t just stick with one approach. It’s a constant effort that requires mixing traditional methods with the four Ps to get a cohesive strategy. By taking the time to understand and meet your clients’ changing needs, you will likely be more profitable and able to withstand environmental trends.

Information taken from the article “The Four Ps for a New Era: Strategies in Customer Engagement Marketing” by Marti Beller, Affinion Loyalty Group