Join Dina Shapiro for an in-depth discussion in this video Develop a database, part of Lead Generation Foundations.
- Have you ever recieved an e-mail that felt like it was written for someone else and shouldn't have even been sent to you? Did that make you like that brand and want to buy it? Or did you just delete the e-mail? I think we've all deleted plenty of e-mails, right? Well, creating and maintaining a current database of information from your forms is really important. It'll help you customize communications to connect with people, so they will want to engage with your brand and buy your product or service. We've all heard about databases.
But just to make sure we're thinking of it in the same way. A database is a collection of information that can be accessed, managed, and updated. A database system usually is a software program that loads on your computer. The software allows you to input information and conduct a search in the database when you need to create a list of leads. You input the criteria and then the database completes a search and produces a list of leads that fits those criteria.
To create a database, start with basic and current contact information. Like, first and last name, company, industry, job title, e-mail address, and phone number. Still wondering if you should take the time to create a database? Well, here is some convincing benefits. It will save you time, with just a couple of clicks, information is immediately available and you can look at the data in all sorts of ways. A request for a specific list from your database, called a query, can take just a few seconds, instead of having to hand collect paper records.
It helps you customize information, so you can personalize messaging. This will improve the quality and consistency of your e-mails and content. A database creates transparency because information in available to anyone in your company, to whom you provide access. This eliminates duplicating efforts and unproductive secrecy, which becomes more and more important as your business grows. It helps you scale your business as you hire new employees and expand with more locations to grow.
A database increases automation because it can create automatic e-mail or message prompts when to contact a lead. And, most importantly, it increases your sales force's productivity. As studies show, that a database helps them increase their customers sales. So, now that you understand the importance of a database. You're probably wondering, how do I create and maintain one? Let's talk about three ways. Obtain information, for example, from your website sign-up forms and landing pages to add to your database.
A lot of website programs have functionality to communicate with a database software program to automatically populate. Create categories of information in the database to segment leads based on your key criteria. Then sort based on whatever is most important for your business. Such as location or company size. Keep the information current to eliminate duplicates and inactives. People can move locations, have life changes, or switch jobs.
Current information will keep your efforts focused on qualified leads. Remember, how you gather, store, and process data must comply with your local laws and data protection legislation. Creating a database of contact information gives you the power to convert prospects to qualified leads. You database can expand in scope and help you grow and scale your business over time.
Finally, discover how to monitor your customer's experience after the sale, reward their loyalty, and measure your program's performance. By the end of the course, you'll have the tools and action plan to keep optimizing your lead generation strategy and expand your customer reach.
- Setting goals
- Publishing engaging content
- Creating compelling offers and calls to action
- Optimizing landing pages
- Developing databases
- Transforming leads into customers
- Making the purchase process clear and simple
- Monitoring social channels
- Measuring results