How to Maximise Your Data Purchase – Part 2
So, now you’ve purchased your data using all the hints and tips I gave in Part 1, let’s see if we can ensure the campaign achieves the best possible results. When Buying Data, employing these tips within your campaign will help improve your chances of seeing some really positive results. As with Part 1, this focuses on mailshots, email broadcasts and (to a far lesser extent (because it’s several blogs in itself)) telemarketing.
The essence of the campaign remains as per our usual mantra – get the right message to the right person at the right time. This blog will tend to focus on the first and third elements of the mantra – message and time.
Make it personal and emotive
Your message will have a greater impact if it’s personalised and evokes emotions that the recipient can relate to. I’m not simply suggesting that you put their name in the heading, I mean direct the whole message at them. Make the text specific to their business’s needs and ensure your wording makes them the focal point, not you.
Rather than “We do this” and “We do that” style messages, which are all well and good, create a powerful vision in the recipient’s mind by writing “You could benefit by xxx” or “Imagine how your business would look if…” – immediately they read that, they have their business in their mind, not yours, and it’s their business they’re interested in, not yours!
How Often do I send Emails / letters?
You’ll not please all the people all the time, so aim to please most. Opinions vary with regard to frequency of emails and things such as seasonality can affect the “norm”. As a rule, I’d say you can safely email once a week / fortnight and I’d recommend emailing no less than once a month. This is particularly important if you have purchased data on a 12 month licence, as you’d be wasting countless opportunities if you don’t.
With regard to mailshots, this may be governed by budget, since mailshots carry a significantly higher cost per mailing than emails. Assuming budget is in hand, a monthly mailshot, quarterly update brochure or half-yearly circular is good. Again, seasonality and current affairs can bring about a great opportunity to send a mailshot – keep your eyes and ears peeled for such opportunities.
The Seven Touches of Marketing
Research has suggested that it can take anywhere between 1 and 30 “touches” (a “touch” being an instance when a prospect has come into contact with your business) for a prospect to become a customer and that the average number of “touches” is 7. It stands to reason that the more someone becomes aware of you, the more they get to know you and pay attention to you. “Know, like and trust” is a common phrase used within networking circles and identifies 3 stages of a relationship. Once you achieve stage 3, your prospects will be more likely to get in touch with a view to buy. Use this knowledge to your advantage.
Mix it Up
Multi-channel marketing is great and you’ll soon find yourself building up those touches. Don’t just stick to one channel, as this gets boring, plus you may be missing some prospects who may be more receptive to other channels.
For example, an email broadcast followed by a telemarketing follow-up can be extremely beneficial. The email makes the introduction and allows you a point of reference within your call. You can even target it further by calling those who have clicked or opened the email first.
Telemarketing is a blog or three in itself, so for the purposes of this blog, I’ll keep it simple and focus on some of the important stuff.
Firstly, ensure that you are TPS compliant. Click HERE for more info, please (If you’re undertaking telemarketing, it is essential that you understand the rules regarding TPS and your obligations under the law).
Secondly, as with written marketing, the content needs to be appealing and appropriate. Make your prospect the focus of your call by beginning sentences with “You” and “Your”, not “I” and “We”.
Call to Action
Arguably the most important part of your marketing campaign for your business (and too oft overlooked) – you MUST include a Call to Action. “Click Here for more info”, “Call now” or “Email me at xxx” are typical closing gambits in written marketing materials. On the phone, don’t be afraid to ask for a sale, or if you can send information.
If a prospect says “No thanks”, then quantify if that’s a permanent “No” or a “Not now” no. If the former, say “Thank you and goodbye”, move on and don’t contact them again. If the latter, ask when you may contact them again and make a note. At the same time, ask they confirm that you may retain their details on your database for your own marketing purposes and respect their wishes.
Buying Data for a campaign is a great way of investing in your business, but use it correctly otherwise it may fall short of expectations.This blog is by no means exhaustive, though when Buying Data, every little helps so I hope this information is useful – we always welcome feedback so please get in touch with any comments.