It’s the same idea but different delivery. Back in the old days (about 8 years ago) businesses knew that they needed a mail list or phone list to sell their wares and services. Today, most of us “oldies” are finding that method shrinking in ROI and internet marketing has become the new fast lane. Unfortunately, most established businesses don’t have the luxury of in-house web savvy marketing people and it is overwhelming to most business people to learn it on their own.
The truth of the matter is that most businesses with a website don’t even know how to harvest new data from their visitors, let alone use it in comprehensive campaigns that speak to the consumers as individuals. We know that sales are easier when the customer feels important, and today’s delivery methods make personalization a snap. The 2013 Teradata Data-Driven Marketing Survey showed that those marketers surveyed felt that current sources of data were not being utilized, and 78% felt the pressure to get into the data-driven market. Let’s face it, without new customers we have to rely on existing ones to keep us alive—and that can be a slow death. There are many creative ways to gather data from your website as well as email campaigns. Let’s look at my top picks.
• Always have an “opt-in” feature on your home page. Don’t hide it and don’t ask for more than their name and email. Let the opt-in for newsletters or company growth info (new products and expansions) make it easy. You can also consider other opt-in opportunities for specials or white paper downloads that when clicked take them to a separate page with more details and, of course, a form requesting name and email (nothing should be really free).
• Send an e-blast to the targeted industries you want to attract and invite them to a webinar. Pick a great subject and talk on line with a larger audience. Afterwards, send them a thank you with white papers or a copy of your PowerPoint presentation.
• Trade shows and events are a great way to collect data. Most visitors have a business card (have paper for those that don’t). Do a raffle so they want to put their card in. After the raffle is over and the prize has been handed out, send an email to your list announcing the winner. Think of 2-3 more things you want the audience to know; a sale, sign up for our newsletter, where is the next event? Be careful...be sure the info you are sending is what they want to know about, not you just chest pounding about how great your company is.
• For the creative folks, develop a company You Tube account. This will allow you to video tape what is happening in the store, tips about your product or service, do’s and don’ts. Keep them short and fun. You can title them using keywords and have a message board at the end that will send them to an opt-in page for more deals or more tips.
• Create a contest to entice visitors to enter their name and email.
• Have an in-house contest to see how many emails sales and office staff can gather in a month’s time.
Well those are a few ideas. Once you get an opt-in, it is best to have an auto responder set in place for each campaign so the user knows you are out there. Also, I like my first responder to have a question so that they might respond back. That way I can begin a dialog with them about what they are interested in.
In closing, be sure to have an opt-out statement at the bottom of every email you send. Don’t hide it! Also, be sure to explain on every opt-in form exactly what they are going to be receiving. Honesty and integrity wins you loyal customers.
Tags: Database Marketing