As one of the most important marketing weapons for every small business is database with leads. This is database where business storage collected information about current and potential customers. Every marketing activity that you do for your small business relies on quality database. You send letters, e-mails and use telemarketing and because of that you want to know for every person that was contacted from your marketing activities:
- What type of marketing activity is performed?
- When that activity is performed?
- What are impressions from that marketing activity?
This marketing weapon present tool for other marketing weapons that help to extract maximum from them. Database with leads is one table in which you evident all current and possible future customers and their behavior from all of your marketing activities with them. In that table, you must note date when they were contacted, their reaction and everything that can bring increasing of marketing performances of your business.
Building a list is basis for successful businesses. With increasing of your list you will increase the selling and success of the business.
What must Contain the Database?
The quality of the list will rely on what you will include in the list. You must include at least these 6 elements:
- Name and Surname or Business Name if your business is B2B.
- Contact details – post address, phone number, e-mail…
- Marketing activities that were taken for that person.
- Reaction of the person after some marketing activity.
- Is that person made buy from the business?
- What will be future marketing activities?
In this way, you will have evidence about every person about what is made, what must be made and what is experience with different marketing activities. This will help you to make right decisions about every current and potential customer.
How to Begin
The most difficult part in building list is starting. Here is 8 different ideas of list building:
- Use your addresses and put all your friends and cousins into the database.
- Take different directories and find people or businesses from your target market. Put the contact details into the database.
- Ask each person that will come to buy something from you to give you some contact details. You must give him some benefits from that, because they are not willing to share personal data without some benefits as free newsletter or discount for next buying.
- Give some free type of awards and when persons come to take it ask to give you contact details. You can use forms that must be filled when persons come to take their gift.
- Take business cards from everyone and place the contacts into the database.
- Open ad directories and find persons that have problems which your business can solve.
- Use social networks about building your list.
- Think creative about ways that will increase your database with leads.
Start to build your list, but systematically with right planning and success will come.
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