Your Database is Your Most Important Marketing Tool
By Katrina Sawa For most small businesses, a database is the most important marketing tool. The following article discusses how to really keep track of a good database, how to systematize or automate a database marketing campaign and how to get a good prospect or mailing list. For small businesses, a database can be the most important marketing tool. It doesnt matter if contacts are kept in Outlook, ACT, Goldmine, QuickBooks, Excel or another program; what matters most is that it is kept up to date, new contacts added often, it's easily accessible, easy to utilize mail merge functions, and easy to download. Now, if the database isn't in a computer program, then problems come up. Its easy to overlook the value of being able to keep in touch with clients quickly. Do whatever it takes to enter contacts, business cards, emails, scraps of paper, etc. into the computer. Use Excel at the very least and build a spreadsheet. If you typing isnt enjoyable, creating a contact list might take too long. DELEGATE THIS OUT! Pay someone (a Virtual Assistant or temporary) to enter and organize the contact list. Besides, data entry does NOT make big money; Concentrate on getting more people to add to the list! Make sure to keep columns of categories, such as, 'where you met them', categorize as 'hot, warm or cold prospect', 'client, active or non', 'referral source', 'vendor' or other form. This way its easy to pull out mailing lists to separate groups. Each group will need different messages created specifically to that groups needs. Prospects need sales type messages, clients need additional services and/or touchy-feely messages, referral sources need to be asked for referrals and to know about new services. How to find a good Mailing List. We always recommend using a Direct Mail List Company and happy clients are pleased with the resources provided. Typical lists cost about $100 per 1000 names, however the more criteria added, such as demographic or psychographic info, the cost goes up a bit; sometimes as high as $300 per 1000. Lists can come in Microsoft Excel format and can be emailed for the fastest turnaround. Depending upon delivery method, it could take up to 2 business days. Excel is the standard format and is can be easily used for a data source in a mail merge. For one client, Bellissima Imported Shoes in Roseville, California, they acquired a list of women age 30-60 who lived in Roseville, CA or Granite Bay, CA AND had shopped for shoes in the last 3 months!! That's a huge target market!! Bellissima is doing well; please visit them at www.bellissimaimportedshoes.com. Lists exist for almost any target market, such as, attorneys, school administrators, age groups, income or geographic areas (almost anything you can imagine). It's a great way to increase a database quickly, although it is recommend that networking in person is best method for obtaining a contact list. Really, meeting and connecting in person, then adding them to a database provides more ways to market by mail, email, phone, etc. Not to mention, more referrals and business to come back around! How to Systematize or Automate Your Database Marketing It is highly recommended that signing up for and using an email marketing program of some sort as an effective tool for quick and consistent contact with your list. Below is a short list of email marketing tools. www.constantcontact.com www.emailbrain.com www.bluehornet.com www.exacttarget.com www.ezinedirector.com Email marketing can be free (except for the low fees associated with the previously mentioned email marketing companies). K. Sawa Marketing uses Constant Contact because its easy to manage, easy to create templates, upload logos and photos and include links, etc. Plus, they track every email that goes out, who opens them, who clicks through to the website, opt ins/outs, etc. Love it! It is recommended to email to the contact list or database at least once a month; however, twice a month or more may be needed to promote your products and services online. To find out how to avoid mistakes in Email Newsletter Campaigns, email ezinereport@ksawamarketing.com for a REPORT: The Top 5 Mistakes People Make in Their Email Marketing. Adding Direct Mail for certain types of businesses make sense. In a tough market like Real Estate, Mortgage, Insurance or Financial Services more consistent mailings (i.e. monthly mailings) are important to stay in front of the client. Whats important with mailings is sending something of value. Make sure to send items and information that the clients want to know about. YOUR MESSAGE IS THE KEY TO SUCCESS! Making mailings automatic can be as simple as designing a campaign of 6-12 postcards or letters all at one time, setting up the printing to be done at a mail house or printer. Every month email the mail house or printer the updated list and they take care of the rest. Plan mailings in advance, not only will it save money but it will make the message more targeted and planned out for specific times of year, holidays, special sales, etc. Last minute campaigns create stress. Trying to put together a mailer each month in between appointments, late nights and everywhere in between will likely result in a poor quality piece with unclear messages, and worse, forgetting about branding. Missing important ways people instantly recognize or differentiate from another business could lead to missed sales and profits. Finally, if managing all the details isnt working JUST DELEGATE IT! Hire a graphic designer and/or marketing company who can design marketing pieces and coordinate your mailings. Then, hire an assistant or Virtual Assistant to manage and update contact lists each month. It will save money in the long run! ========================================================= PERMISSION TO REPRINT: This article may be reprinted provided it appears in its entirety with the following attribution: Katrina Sawa, Small Biz Marketing Expert and Founder of K. Sawa Marketing. Copyright 2002-2006 K. Sawa Marketing. Reprinted by permission of Katrina Sawa, a marketing and promotional expert who helps small business owners and entrepreneurs make the most of their marketing dollars and time. For more insight about her services, to get FREE Marketing Advice, or to sign-up for her FREE GET NETWORKING ezine, visit her at http://www.ksawamarketing.com, or email: katrina@ksawamarketing.com Article Source: http://EzineArticles.com/?expert=Katrina_Sawa http://EzineArticles.com/?Your-Database-is-Your-Most-Important-Marketing-Tool&id=369505 china tartrate zolpidem buy online zolpidem ambien buy cr ambien and depression
