ContentBacon - How to Build a Marketing Database
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The document discusses how to build a marketing database by collecting email addresses and contact information from various sources including current customer data, events, content offers on websites and social media. It emphasizes the importance of a marketing database for communicating regularly with customers and prospects through email newsletters, blog posts, and other content. Guidelines are provided for growing the database and leveraging it through different types of regular communications.
ContentBacon - How to Build a Marketing Database
- 1. How to Build a Marketing Database to Leverage Your Content Content copyright 2015. ContentBacon. All rights reserved.
- 2. © 2016 ContentBacon. All Rights Reserved.www.contentbacon.com 2 Dave Kustin Founder ContentBacon dave@contentbacon.com Founder ContentBacon wendy@contentbacon.com Wendy Lieber Meet the Presenters
- 3. © 2016 ContentBacon. All Rights Reserved.www.contentbacon.com 3 ContentBacon Lets You Easily Source & Distribute Custom Business Content Our scientifically developed intake process helps us learn about your industry, customers, prospects, opportunities and brand personality so we can develop unique content just for your business. And since we use well-educated, human people to create all of our content, over time, we become so integrated with your business that it will become darn near impossible to see how you ever lived with out us. Sort of like bacon. About Us
- 4. What to Expect Today “In the 21st century, the database is the marketplace.” - Stan Rapp 1 2 3 How to create a marketing database? Why do you need a marketing database. How to use your marketing database.
- 6. © 2016 ContentBacon. All Rights Reserved.www.contentbacon.com 6 BLOGS What is Content? WHITE PAPERSARTICLES EBOOKS SOCIAL MEDIA CONTENT EMAIL & E-NEWSLETTER CONTENT VIDEOS INFOGRAPHS PODCASTS WEBINARS
- 7. Email is the preferred method of effective communication now and likely the future. Social media is great, but you don’t own those channels. You own your marketing database. Email is the most scalable way to reach new customers and build deeper relationships with customers. After you wake up what is one of the first things you do in the morning?
- 8. Why Invest in a Marketing Database? • Keep your name front and center with your community • Keep your customers up to date on what’s going on • Build awareness and trust with your prospects • Equip your referral sources with current info to refer you (plus remember you) • It’s a fast, efficient way to communicate news, promotions, events • Bring back previous customers • Cross-sell • Get feedback
- 9. Building Your Marketing Database Where to Start? Your current assets Do an inventory of where information resides, including: • Customer database • Trade show leads • Individuals on your team with their own lists • CRM • Business cards • Billing system • LinkedIn or other social media contacts • Email contacts
- 10. Rules to Follow for CAN-SPAM Compliance DO • Include physical postal address in every email. • Provide clear and obvious way to opt out and honor the unsubscribe within 10 business days. • Use clear "From," "To," and "Reply to" language that accurately reflects who you are. This applies to the person or business sending the message, as well as the domain name and email address. DON'T • Sell or transfer any email addresses to another list. • Make it hard to unsubscribe from emails. You cannot 1) charge a fee 2) require a recipient to provide identifying information beyond an email address, or 3) make recipients take extensive steps other than simply replying to an email or visiting a single page on a website to unsubscribe. • Use deceptive subject lines in your emails that misrepresent the content of your message.
- 11. Through email • Create remarkable email content. • Encourage current email subscribers to share and forward emails by including social sharing buttons in marketing emails. • Create multiple email subscription types that you use to send more targeted content to specific segments of your marketing personas. • Reinvigorate a stale email list with an opt-in campaign. • Add a link to your employees' signatures that leads people to a landing page where they can sign up for your mailing list. Building Your Marketing Database Building on the foundation
- 12. Through content • Start blogging. Blogging brings people who are interested in your industry to your website. Each article you write is a chance for search engines to index your site and for readers to share your content - make sure you have an opt-in on your blog. • Create a new lead-gen offer, like a free ebook or white paper (gated content) and require visitors to provide their email address in order to download it. • Create a free, online tool, or resource and have users sign up with their email address. Building Your Marketing Database Building on the foundation
- 13. Website • When creating content for guest blogging opportunities, include a call-to-action as well as a link for readers to subscribe to your site's blog or email database in your author byline. • Link to offers that capture email signups throughout your website. Don't make people dig around your site to stumble across subscription options. Building Your Marketing Database Growth Strategies
- 14. Through Social Media • Promote lead-gen offers on social media • Use your pages to promote an offer that requires an email address submission. • Add a call-to-action button to the top of your Facebook Business Page. • Publish links to gated offers on your LinkedIn company page or in appropriate and relevant LinkedIn group discussions. • Promote offers that require email sign-up. • Leverage your company's YouTube channel. Add calls-to- action and URLs in your videos, • Promote offers and email sign-up through your Google+ page by making use of your Google+ updates and your Google+ "About" section. Building Your Marketing Database Growth Strategies
- 15. Joint Ventures - find partners that target same audiences with complimentary products • Run a promotion on a partner website or email newsletter that targets a new but appropriate audience to collect email addresses from a fresh source. • Host a co-marketing offer with a partner, like an ebook or webinar, and ask them to promote the registration to their audience. After it's released, swap leads. • Include a rev-share agreement. Building Your Marketing Database Growth Strategies
- 16. Traditional Marketing/Advertising • Collect email addresses at offline events like trade shows and add them to your database. Send a welcome email that confirms their opt-in to your list. • Host your own offline, in-person events like: • meetups • conferences • hackathons • educational panels • collect registrations online using email addresses • Encourage prospects in a traditional marketing campaign, like direct mail, to opt in to receive email communications instead. Include a shortened URL with UTM parameters to an online signup, and allow readers to opt out of direct mail. You'll even save some trees in the process! • Leverage paid search to link to a landing page with gated content. Building Your Marketing Database Growth Strategies
- 17. Should you Purchase a Database? If you’re finding it challenging to build your database, you may consider purchasing one. While many companies, especially before the days of social media, used this method to get more contacts, there are pros and cons: Cons • Expensive/not as cost effective as using social media/networking. • Cold: lists consists of people who have no prior relationship with you and your company. • Outdated: contact info, emails may not be up to date. Pros • Resources: wide array of companies providing this service. • Targeted: can be very specific to your audience. • Qualified: contacts have been verified as relevant.
- 18. Leveraging Your Database • Newsletters - newsletters are THE most effective way to nurture leads. Dedicate yourself to a time (weekly, monthly, quarterly) and stick to it. Your newsletter can include popular blog topics, upcoming events, interesting reads and should always include ways to connect on social media. • Weekly or Monthly Blog Digest - your blog is one of the most powerful pages on your website. Not only should you be promoting it through social media and on your newsletter - but you should also be emailing contacts a digest of popular blog posts for a chosen time period. • Welcome Emails • Preferences “Check-In” • Meatier content - resource guides, ebooks, case studies (these can have dual purpose - use as lead hooks as well) • Event Promotion Emails • Short Term Nurtures • Videos • Client Welcome Emails • Holiday Emails • Sales Announcements • Special In-Store Events • Customer Loyalty/Retention Programs • Promotion Reminders • Daily, weekly, or monthly Specials • Happy Hour Deals or Whisper Codes • Coupons or Time Sensitive Promotions • Maintenance Reminders • Prompt website or social media page visits • Last minute specials • Customer feedback or reviews
- 19. © 2016 ContentBacon. All Rights Reserved.www.contentbacon.com 19 Summary If there is one thing that business, content, and conversion rate experts agree upon, it is that building an email list is vital. Don’t be the business owner that misses out on engaging with your audience, driving new business, and protecting yourself from changes in search and social algorithms. Be the business owner that doesn’t have to regret not building your email list sooner and start today!
- 20. Questions!
- 21. © 2016 ContentBacon. All Rights Reserved.www.contentbacon.com 21 Want More Bacon? Email us at Founders@ContentBacon.com or call 855-737-4854