Five ways to grow your marketing database

Written on 03 October, 2012 by Karen Lim-Sam
Categories: Marketing | Tags: content, online marketing, web design

It’s no secret that your marketing database is your most powerful tool when it comes to driving engagement with your clients and building lasting customer relationships. A solid customer database is central to ensuring your prospects receive your message and sustain dialogue with your brand. However, a database full of irrelevant contacts who feel disconnected from your business can often cause more harm than good. That’s why it’s vital to take a strategic approach to building a marketing list that’s in line with your long-term goals. Here are five tips for growing your marketing database.

  1. Include a sign-up form on your home page

    Although web design purists may criticise pop-ups, they can be a powerful tool for converting users and inviting them to forge a closer relationship with your brand. The best way to do this is to include a newsletter sign-up on your homepage – this prompts visitors to volunteer their details and grows your database with minimum fuss. Users that willingly sign up to receive your updates are also likely to be genuinely engaged with your brand. This generally equals a higher hit rate when it comes to promotions, offers and sales.

  2. Clean up your data

    It might not be exciting, but data cleansing should be the first step in preparing your database for growth. Incorrect and inaccurate data can often culminate in bad leads and email marketing inaccuracies. Once you’ve cleaned up your database, you clear the way for personalised marketing efforts that are likely to result in recommendations, referrals and higher rates of customer retention – factors that serve as a catalyst for organic growth.

  3. Embrace targeting and segmentation

    An effective marketing database is impossible if you don’t have an accurate snapshot of your prospects and their specific needs, wants and demands. This is why it pays to organise your database in line with distinct customer segments – it’s the fastest way to ensure your marketing campaigns gain the best response. If your current platform doesn’t have segmentation functionality, consider investing in a more robust platform. It’s a relatively small investment that can have a big impact on database growth.

  4. Rent a good marketing list

    It might not work for every scenario, but renting contacts is a sure-fire way to increase your marketing database and instantly widen your reach. Think seriously about temporarily renting out the distribution list of a well-known industry magazine – it could help you connect with previously untapped prospects and bode well for your bottom line.

  5. Share knowledge

    Offering your customers value in exchange for contact information is a powerful way to build your marketing data and establish your business as a thought leader within the industry. Why not publish an article, eBook or whitepaper that, in order for them to view it, your customers must first sign up? It’s a win-win situation that can grow your database and heighten the profile of your brand at the same time.

Growing your marketing database is easy with a little ingenuity and strategic thinking. What are your favourite strategies for widening your marketing reach? We look forward to hearing your ideas, or if you would like to have a chat with one of our marketing expert contact us today on 1800 800 099