If Your Marketing Isn’t Using Targeted Data, You’re Aiming to Fail!
Regardless of the medium you use for marketing, whether it be direct-mail, telemarketing, email marketing, etc.…WHO YOU TARGET IS MUCH MORE IMPORTANT THAN WHAT YOU SEND. Generally speaking, there are three basic parts to a marketing campaign: 1. Who you are trying to acquire as a customer (targeted prospects) 2. What you are sending (creative execution/offer) 3. Follow-up (CRM) Without question, THE MOST IMPORTANT PART IS #1, TARGETING PROSPECTS. This might sound like common sense, but business owners commonly make the mistake of spending a lopsided amount of time trying to develop and create the catchiest, snazziest, or flashiest marketing piece possible. They think for sure it will captivate and convert the recipients into new business. However, they do this with the assumption that all/most of the recipients are their “ideal” prospects. By contrast, the data or “list” they typically use for the marketing campaign is often a rushed afterthought, with high percentages of the wrong recipients. When this happens, essentially you are trying to sell something to someone that doesn’t want or need your products/service. Even worse, it’s a colossal waste of money!
Don’t waste your time and money trying to reach people that don’t need/want your products/services. It pays to invest in good quality and targeted data. A fresh, clean, and updated list that targets the appropriate customers/prospects is the key to successful campaign. The right data at the start of any campaign will save you time, money, and to ensure you are targeting the right named prospects/customers. To effectively target the data list, you will need a clearly understanding of who and where are your ideal customers. Dedicate some time to identifying your ideal customers/prospects that will actually have a want/need for the products/services you offer. A specific list will yield more results than a randomly compiled one. Once your data list is properly targeted, then spend an equal amount of time on what “offer” you are sending, and the creative execution. Continuous follow-up (CRM) will yield the most from your original marketing investment on each campaign.
How Too Effectively Maintain Client Relationships - August 2015
Have you ever explored what really makes a client happy? Is it your products and/or services? Is it your pricing? Is it that you answer the phone when they call? Is it all of the above? Recently, I have been digging deeper into my own business and asking my clients what they think I do right and what I could be doing better. I am always looking to improve my business relationships, so I started jotting down thoughts! After all, the relationship you have with each of your clients is going to have the biggest impact on your overall business. A client isn’t just coming to you for your products and services. They want a real person, who is there to ask just the right questions, make knowledgeable recommendations, and answer their questions. They need someone they can trust to help grow their business. To win new clients and retain existing ones, you’ll need to demonstrate that you can meet your client’s needs. Your client needs to have a good relationship with his/her provider. You know you have the knowledge, skills, and experience to help your clients. Building a solid relationship with each of your clients takes time and work. It’s an ongoing process. Your clients must get to know you as a person, work with you, and develop trust. You want to help your clients determine their goals and meet their needs. Focus on what you can do for each client and how to communicate that effectively, and you’ll open the door to building trust. Each client’s needs are individual, so never try to put them into a box! Trust is the basis of any relationship. But how do you get new clients to place their trust in you? Trust is built in many ways. 1) Start showing you’re dependable. Follow through and keep your word. Before you make a promise to a client, be sure you can deliver. 2) Build trust by demonstrating expertise in your field and knowledge of your products and services. Continue to learn about your products and commit to strengthening your services. A good understanding of and commitment to your business will go a long way towards building trust. 3) Be open and honest with your clients from the beginning. Train your clients to do the same. You want to know if they’re unhappy with a product or the service. Otherwise, how can you work on making things right? 4) Deliver on expectations and you’ll be well on your way to cementing a great client relationship. After all, that’s why they hired you. 4) Show interest in what your client shares with you. Be attentive to their needs, try to understand their motivations, and recognize they’re a person, just like you.
Next time you start building or looking into your relationships, make sure you refer to some of my core components. After doing this, I realized that I value my clients just as much as my clients value me. This is what has helped continue to grow Data Boutique and I wouldn’t change a thing!
SELECTING A DATA & LEAD PROVIDER: THE BASIC DO'S & DON'TS
Finding and selecting a data and lead service provider can be quite confusing and polarizing. The market offers many providers, with a diverse portfolio of products and services. What you ultimately decide to purchase and then implement could be the much needed boost for your business, or, it could end up to be a complete waste of time and money.
The difference between success and wasting your money really comes down to executing the proper research between the various data/lead providers. The more due diligence you put in, the more likely you will find the right data, leads, and services to help increase and grow your business.
START WITH WHAT YOU DO NOT WANT:
Some data and lead service providers will not work to deeply understand your business, target the customers you seek, and also work to exclude the ones you would rather not have. This rather unfortunate practice occurs all too often, and the non-desired or “filler” leads that are purchased when this happens will not only put your growth goals in jeopardy, but will also waste your marketing budget. Data and lead service providers commonly will try to camouflage this practice by offering you a better “deal” with larger quantities. This of course, will be at the expense of obtaining quality leads and proper targeting, which defeats the entire purpose of efficient and cost-effective marketing practices.
Poor customer serviceis another common problem with many data and lead service providers. They should be acting as an extension of your company's marketing department. They should be providing on-going and regular feedback and collaboration to maximize the effectiveness of the products and services they sold you. This kind of feedback is essential when used to supplement your company's marketing programs.
HERE IS WHAT YOU DO WANT:
The most important thing to look for in a data and lead service provider is their ability to plan, supply,and execute cost-effective, targeted marketing campaigns. A good data and lead service provider will be able to offera steady flow of high-quality and targeted new business prospects that will enable you to focus on fine-tuning your growth.The more effective companies will offer analysis, tracking and reporting support. Since only a small percentage of the new leads will actually become customers, it is important that you track the progress of each lead.This will allow you to see patterns as to why certain leads became customers and why others did not. This is extremely valuable and educational data that will really transform the way you run your future marketing campaigns.This will help you to better understand what's working and what needs adjustments. After all, it's all about lowering your CPA and increasing your ROI.
In conclusion, targeted marketing utilizing data and lead service providers is very similar to a team sport. You must be certain when choosing a provider that they are not only easy to work with, but also aligned with your particular business goals. And most importantly, be sure they understand your unique business goals and have the appropriate resources on staff to coach and guide you along the way.