Databases are a small businesses most our most important
marketing tool. The following article discusses how to
ensure the data within your database is valid and reliable,
how to systematize or automate your database marketing, and
how to obtain a useful prospect or mailing list.
Whether you keep your contacts in Outlook, ACT, Goldmine,
QuickBooks, Excel or another contact management program,
the thing that matters most is that the database needs to
be updated - new contacts should be added often, the
database should be easily accessed, its content should be
accessible in a mail merge process as well as downloadable.
If your database is not in a computer program, you have a
problem; you probably are not keeping in touch with your
contacts often enough since you cannot even use your data
to create a document with a mail merge feature.
It is imperative that you take whatever steps necessary to
enter your contacts, business cards, emails, scraps of
paper, or other items that contain client/potential client
information on them, into a computer application. At the
very least, use a program such as Microsoft Excel to build
a spreadsheet. If you to not type or feel it might take
you too long to complete, DELEGATE this task! Pay someone,
such as a Virtual Assistant or administrative type person,
to enter and organize your information so you do not have
to do this yourself. Remember, doing this type of work
does not make you money; you need to be concentrating on
increasing your list and making more sales.
Make sure you include a column or category to capture
'where you met them', if they are 'hot, warm or a cold
prospect', a 'client, active or non-client', a 'referral
source', 'vendor' or other contact. This will allow you to
extract data into separate groups and mailing lists since
you will need to send different messages to each group.
Prospects will need sales messages, while clients will need
additional services and/or touchy-feely messages, while
referral sources will need to be asked for referrals and
need to know about any new service and/or products your
business is offering.
In order to obtain a useful mailing list, I always
recommend using a direct mail list company or list broker;
I can refer you to one if you need it.
Typically, lists cost about $100 per 1000 names. However,
the more criteria you want included, such as demographic or
psychographic info, the cost will increase incrementally.
It can increase to as much as $300 per 1000. You can also
obtain lists in Microsoft Excel format through email, so
they are mail merge ready. These can typically be
available within two to six business days.
For one of my clients, a shoe store, I acquired a list of
women age 30-60 who lived in two specific zip codes AND who
had shopped for shoes in the last three months. That is a
huge way to really hone in on a specific target audience!
You can obtain a list for almost any target you may have --
attorneys, school administrators, specific age groups,
income or geographic areas. It is a great way to increase
your database quickly. However, for small business owners,
I do always recommend networking in person to build your
list the best.
Really, the more people you meet and add to your database,
the more you can market to by mail, email, phone, and other
marketing methods. This will also lead to more referrals
and increased business.
In order to systematize or automate your database
marketing, I recommend that you first sign up for and using
an email marketing program.
Email marketing is free (except for low fees if you work
with these companies to manage your programs) and can be
the best use of your marketing budget. I prefer to use
Constant Contact because it is easy to manage, creates my
templates, uploads logos and photos and includes links. In
addition, Constant Contact tracks every email that I send,
captures which the individuals open them, who clicks
through to my Web site, who opts out, and other valuable
information. I love it!
I recommend emailing your database (everyone you know who
has email) at least once a month. However, you should do
this twice a month or more if you really need to promote
your products and/or services online.
Depending upon the type of business you have, more than
likely, you will also want to do some direct mailing
campaigns. If you have a tough market like real estate,
mortgage, insurance or financial services, you will
definitely want to do monthly mailings. The key is that
you send something of value to your mailing list. Make
sure you send information that your audience want to know
more about, not just what you want to tell them about.
YOUR MESSAGE IS THE KEY TO SUCCESS!
Making your mailings automatic can be as simple as
designing a campaign of 6-12 postcards or letters all at
one time. You can do so by setting up the printing at a
mail house or local printer. Then, every month, all you
have to do is email them your updated mailing list and they
will, in turn, print and send the materials. If you plan
your mailings, not only will it save you money, but also it
will help you target your message and allow you to plan for
specific times of year (e.g. holidays, special sales).
If you do not do this, you might end up frantically trying
to put together a mailer each month, fitting it in between
appointments and a few late nights. In addition, it is
likely that nothing will flow, your message might not be
clear, might not grab your reader's attention, or worse
yet, you could forget about your branding (e.g., how your
list recognizes your pieces from others every month).
Finally, if you cannot manage all of this yourself - JUST
DELEGATE IT! Hire a graphic designer and/or marketing
company who can design your pieces and coordinate your
mailings. Then, hire an assistant for your office or a
Virtual Assistant to manage your mailings each month. It
will save you money in the end. Believe me.
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© Copyright 2008 K.Sawa Marketing
Katrina Sawa is an Award-Winning Relationship Marketing
Coach who's helped hundreds of small business owners take
dramatic steps in their businesses to get them to the next
level in business, revenues and life. She offers one-on-one
coaching, group coaching and do-it-yourself marketing
planning products. Go online now to get started with her
Free Report and Free Audio at
http://www.jumpstartyourmarketing.com !
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