It doesn’t matter how great your product or service is or how engaging your messaging is, if no one hears it or it doesn’t get to the right people, you may as well not bother. This same principle applies to each and every element of the marketing communications mix, but none more so than you accuracy and validity of your marketing database.
The subject of data management and marketing analysis is usually one that can result in a yawn in most people, yet data can be one of the most exciting and important parts of marketing strategy. The ability to grow and engage with an appropriate database and in turn, audience, is something that no organisation should ignore. A strong and relevant database delivers you a few key benefits that can form the backbone of your efforts including:
- The ability to communicate to both your existing customers as well as prospects that may have an interest in your organisation. Emailing costs very little to do, but can only be as effective as the data you have to send it to – you can create the best email or message in the world, but if you haven’t got the data to send it to, how can you possibly hope to make it connect?
- Ensuring you have accurate and up to date information on your current customers is an absolute necessity. Whether you’ve got multiple products/ services you could potentially offer a customer, want to ensure you can retain a customer over the long term or just want to build a community, you can’t do this effectively without a database of their information.
- The more data you have that you can use to promote your messages to appropriate prospect customers, the more your marketing destiny is in your own hands. Not only does marketing via your own means such as email and social, rather than paid for activities cost significantly less, but an effective marketing database can allow you to build a continual stream of messaging and leads.
Almost every marketing campaign you can run has the ability to add extra contacts and data points into your organisations marketing database. Ensure you use every opportunity you can to capture new and augment existing data for your organisation to continually build a bigger and better universe to engage with. Here are a few examples of how you can do this for your organisation:
- Sign up, sign up. An easy and common way to capture data for your organisation is through your website. Perhaps offer an easy – but not too obtrusive – option to “sign up” to your mailing list so people can engage with further messaging from you by just adding a box on all relevant pages.
- Customer orders or commitments. This can depend on what product or service your organisation offers, but the way you will always capture data is when a customer “purchases” your offering. Make sure you use this opportunity to capture key data – and more importantly keep it safe! This can also be a good time to add the point above and ask them to stay connected by signing up to your emailing list.
- Social Media. Most people understand that the world of social media today has huge power and influence but not everyone appreciates how they can use it augment and add to your database. Perhaps you want to run a competition on facebook or twitter that someone can enter by just adding their details or perhaps it’s a referral option, this can be cheap yet valuable.
- Use your content. Perhaps you create valuable resources on that you host on your website over and above some of the more stand elements. Maybe you’ve created an ebook, or maybe you’ve built a demo; why not “gate” these elements behind a simple box that requests an email address.
Whatever approach you choose to take, never forget the power of your database and the huge value you’ll earn by investing in maintaining and developing it. Use each and every opportunity to build and add to it with appropriate data points, it’ll serve you well long into the future!