Interior Arrangements | How To Take Your Database to New Heights

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How to Take Your Database To New Heights

Database marketing is based on the principle that through collecting and organizing information about your business prospects, you can reduce the cost of your business's marketing efforts and increase your profit. Many think this process is complicated and time consuming, but the following tips will convince you otherwise.

How do you guarantee that your database will produce business for you? Two ways: 1) by making a HABIT of adding to your list each month ---no tossing those business cards in the drawer! And 2) sending CONTENT-RICH info to your list on a regular basis---at least once a quarter. I prefer every other month to keep my name on the top of their minds.

If you take good care of your database---it will take excellent care of you and provide you with a GOLDMINE of repeat and referral business.

Tip #1 Building Your List

Your database or 'sphere of influence' as I like to call it---is a list of everyone you know AND everyone who knows you.

Whether that is a handful of names or a thousand, it's the QUALITY of the list, not the size that counts---and it's not just a list of your past clients or professional referral sources. It is an EVER-GROWING list of people you come in contact with throughout your life.

Consider adding these key contacts to your list: your hairdresser/barber; children's teacher; drycleaner; manicurist; chiropractor or any service provider you use personally on a regular basis.

Don't forget members of your homeowners association; bible study; book club; bunko group; community or professional association group; spouse's contacts.

Now think about all the service providers that you cross paths with in your business: painters, electricians, plumbers, landscapers, home inspectors, and appraisers. Educating them on the services you offer clients and including them in your database mailing is another excellent 'top of mind' marketing strategy.

IDEA: Two popular database software programs are ACT! and Goldmine.

Tip #2 What to Send

Once your database is set up with your list of existing and prospective customers, there are three options you have for getting the information out to your list:

1. You can run the address labels off your computer, affix the stamps to the envelopes and send any of the following:

•Letter of introduction
•Referral request letter
•Announcing a new service
•Visit our website card
•Customer appreciation letter
•Tips sheet (my favorite!)
•Information that will benefit them

2. Learn how to use and send an email newsletter like Constant Contact www.constantcontact.com .

3. Utilize a database marketing service that will maintain your database and send out cards, newsletters, flyers, etc. on a set schedule for you---they'll even hand sign your name!

Studies tell us that it takes at least seven and sometimes 20 contacts before a customer will respond to marketing pieces. Repetition tends to lead to an action step, so consistency, frequency and CUSTOMER-FOCUSED information will bring business your way. If you market, they will come!

Database marketing can help place you and your business at the right place at the right time with prospects and customers. Your material reminds them that you are there and gives them information to help them make the decision to contact you.

Bonus Idea!
Keep information that you send simple, like a Tips List that addresses common homeowner problems. Tips Lists are easier to read AND much easier to write.

As far as content, think about the questions you get asked most frequently and use those as Q&A's or tips. You have a wealth of information and knowledge inside you---use it!

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