Where there's smoke, there's fire.
There is no one size fits all when it comes to marketing for businesses of all shapes in sizes in different industries across the world. When we are working with clients who have spent months developing marketing strategies internally, there are always small "pieces of tinder" or simple mistakes left unseen that turn into fires later when its time to launch. As a full-service marketing agency, it is our job to act as the firefighters coming to the rescue and put that fire out.
A Full Database of Un-engaged Contacts
It is very common for companies to have a massive database with thousands and thousands of emails and names. This would be ideal if all of them were engaging with your product or service and you were profiting off of it. However, this is not usually the case. Majority of these contacts, well more than half, sit in your database and never engage with all of the emails and calls you are sending their way. Why? Well first off, they may not want to be bothered or you are not approaching them with strategy in mind. Every-time a customer or potential customer interacts with your brand there should be a goal, strategy and approach figured out beforehand. This will lead your efforts in a more efficient direction.
Identify Your Goal
Start with your goal. You have a huge database of un-engaged contacts and you don't know what they want, if their information is up-to date, or if they are even aware you exist. This is your opportunity to set your course by outlining the specific purpose of your campaign to these contacts, for example. Identify who you are going to target, what the overarching objective or KPIs are, as well as what channels you are going to use to to reach them for a successful conversion.
Identify Your Content
Next, we advise identifying key pieces of content you either need to have or need to develop for your buyer persona. You need to think about which pieces of content will help you reach your goal. For instance, if your goal is to get your un-engaged list to click in the email and be directed to a landing page with a brochure on it, then the brochure needs to be developed with that in mind.
Identifying Your Campaign Targets
Now, with a huge list of un-engaged people, there needs to be some segmentation put in place. This is a much more manual process but it helps to export your entire data based into a csv. file and look at the fields you have and which fields are missing or blank. Also look and see what the data tells you about that person. If you can read the data and start seeing where your buyer personas can be aligned then segment off of that first.
Put Out The Un-Engaged Fire
Once you launch your campaign, you need to be willing to let those who are not engaging with your content go. It is not worth your companies time and resources to invest in people who will never help your company flourish and grow the way it needs to. Tailor your time, money, and content always with a goal, strategy and approach in mind. Don't be afraid to make changes to your database to tailor your current needs in today's environment. Business is changing, so should your database.
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