Putting Your Database to Work By Improving the Quality
Deciding on six pieces of information you'd like to have about each person is a good way to start getting your database to the next level, something many marketers desperately need to do.
Deciding on six pieces of information you'd like to have about each person is a good way to start getting your database to the next level, something many marketers desperately need to do.
In my role, I meet with way too many marketing teams who are challenged with a rather sad database. Not sad in terms of numbers, but in terms of quality. Many marketing departments have hundreds of thousands – or even millions – of records stored in their digital marketing platform.
For this article, we aren’t going to discuss the number of inactive records in your system – we can save that topic for another time. To turn your database frowns upside down, I’m going to outline the how you can increase the number of meaningful information fields that you can have about each record. For many marketers, the information in your database may only be a person’s name while others may also include a physical mailing address and an email address.
This is simply not enough to begin having a meaningful digital interactions with anyone. As a marketer, you’re simply backed into a corner where all you can do is blast your contacts with static emails that will soon be ignored. But it doesn’t have to be that way. Below, I discuss some ways to improve the quality of your database.
Start the process by thinking about six pieces of information you would like to know about every person in your database, beyond just a physical address. For example, if you sell golf equipment, valuable pieces of information include an individual’s handicap, how often they play, if they belong to a club, if they play with hybrid clubs, how old their clubs are and the weakest part of their game. Now, as a marketer holding the answers to these questions, you can completely personalize emails and even each individual’s website experience by providing all kinds of helpful relationship building content and product offers. Almost instantly you are adding value to every customer relationship, helping them improve their golf game and get more enjoyment out of the sport. At this point, selling becomes much easier.
Of course, this is just one example, but think about the six things you’d like to know and how you would put the answers to your six questions to use in order to customize your marketing.
Once you have decided upon your six questions, it’s time to put a plan in place to get the answers. Here are a few options:
These are just a few ideas. I’m confident you can come up with several more ways to get this information in your database in a way that is most effective for your business. Once you have these pieces of information, you must put the great data to use. Imagine the possibilities: Dynamically driven emails where each message is tailored to a customer’s particular responses; linking a digital marketing platform with the website content management system (CMS) to tailor every individual’s Web experience or letting the data points guide company writers to produce thought leadership that is far more helpful than bland product-centric content.
Collecting data beyond name, address and email will take some time, but there can be huge payoff in your marketing effectiveness. If you’ve successfully gathered unique data points that have positively impacted your marketing efforts, please comment below.