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Database marketing is an important component of your marketing strategy. Rather than employing broad marketing messages through advertising, a well-managed database marketing effort is focused, relevant, measurable, and can provide a much higher return on your marketing investment. Here are some easy-to-implement tips on capturing customer and prospect data in order to maximize your database marketing:
ASK FOR IT! Seems simple, right? My experience shows that few companies, especially in business-to-business, make a concerted effort to capture valuable customer or prospect information. Here are some ideas you can put in place today:
QUID PRO QUO: if they are expected to give up their contact info, give something in return. Such as:
IN-HOUSE RESEARCH: during slow business cycles, why not engage staff from throughout your company to gather data for you? From the warehouse to the field, all your co-workers can use a phone or a computer. Have them work the phones or use Internet research to capture up-to-date information: new job titles, cell phone numbers, or – most important of all – email addresses.
ADD A POP-UP: this sometimes requires some advanced skills, but pop-up forms are becoming increasingly accepted, and demonstrate excellent response rates. You can even schedule a pop-up window to appear only when the visitor signals they are going to leave your page!
LAUNCH A SURVEY: people like to share their thoughts, so create a Survey Monkey survey that is relevant to your industry. Not only do you capture email addresses, but you gather important data about your market, competitors, pricing and so on.
I can perform a review of your data-capture process and help implement improvements. Call me at 717-368-5143, or email me now.