We will continue with case studies for our cosmetic store that have his own business blog from earlier posts. This case study is for the earlier post about creating lead’s database. Now the entrepreneur of that store wants to start with collecting leads for their business and to make lead’s database. He starts with one simple MS Excel document where add 9 columns:
- Name and Surname,
- Post address,
- Phone number,
- E-mail,
- Marketing activities that were taken,
- Date of that marketing activity,
- Reaction of the person after some marketing activity,
- Yes/No Purchase and
- Future marketing activities.
He wants to collect some of the first 4 columns. Where it is possible to collect all that information. Now the table is empty, and he wants to start to fill the table with the data. Here are the steps that he made to start with collecting information for lead’s database:
- Open personal addressee and put information about friends and cousins into the table. If there is some data that is not available he makes the call to the person tell him that he needs more data to be able to send him informations about promotional products. In this way, he completed the table with all needed data. He collects 20 people into the table.
- Ask each person that will come to buy into the store and buy more than $100 to give him contact details that will be used to contact him about promotional products and special discount. This strategy gives him a very big amount of informations about current customers because everybody wants to know when something can buy with a special discount. In the first week, he collects data from 100 current customers. Now he has 120 leads into the table.
- Take local phone directory and find 50 people that leave in neighborhood of their store and put their contact details into the table. Now he has 170 leads into the table.
- He open account on Facebook and make business page where collect fans of their business. To collect more fans on that page he gives him discount card of 10% that they can use it when shopping in that cosmetics store. After one week, he collects 100 fans and in the store come to buy 50. All of that people that come to buy into the store he asks to give him additional contact details as a name, e-mail and phone number. In that way, he collects 220 leads for the lead’s database.
- On his blog, he made an opt-in form and collects e-mail and name of the readers of the blog. For each opt-in, he gives him free e-book about How to look perfect for 20 minutes.
With this simple strategy, he collects 300 people in their lead’s database. The process will continue. Now is time to plan marketing activity. He wants every week to be contacted each person from the list with e-mail with informations about blog posts and informations about promotional products and special discounts. Each time when he sent e-mail he receives increasing of the sale. Every time when the person from the list comes to buy something, he updates the Yes/No Purchase column in the table with Yes. In this way, the entrepreneur knows that somebody becomes customer to their business and can change marketing strategies for that persons. Another column that entrepreneur continuously updates is reaction of the persons. This will show him what is reaction and who become a prospect and who stay at the level of leads.
After one month, he has the list with 2000 leads and increases selling for 50%. He continues to raise their list and use different marketing strategy to convert leads into the buyers. This entrepreneur plans to buy some professional database when the list will become too big.
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