Importance of Building Your Marketing List
There are many ways to conceive of a marketing list as important to your small business. Your marketing list contains important ways to contact customers and interested consumers. These contacts will receive announcements about your company, products and services. A marketing list might include phone numbers, email addresses, postal addresses, personal web page URLs and social media profiles.
Other People Are Reading
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Instant Communication
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Sometimes it is important to get information out to a consumer base quickly. Use a marketing list to generate instant buzz, such as getting customers excited about visiting your business location or website and making a special purchase. Airlines do this effectively with special fares announced on Twitter. Communicate with consumers using different online techniques, including viral videos, Twitter tweets, instant messages, mobile text messages and announcements on Facebook to your "Friends."
Database Marketing
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Storing all of your consumer contact information in an electronic database makes it easy to test different database marketing strategies. For example, send out targeted marketing information in marketing campaigns. Conduct tests, such as studying penetration ratios (did the information reach your targeted consumers) and response rates (did customers respond to a survey or another instrument), to determine which marketing strategies are most successful. Marketing strategies promote awareness of a company and encourage people to consume products and services.
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Building Relationships
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Sending out regular marketing communications to customers helps you build relationships over time. For example, after you have bought a new car from a dealer, you get a target mailing a few times a year advertising special discounts for previous buyers. You're encouraged to trade in a vehicle. Your dealer sends these communications a few times a year so it does not overwhelm you. The dealer is counting on the idea that you will become a repeat buyer by responding to a special event postcard when you get close to paying off your vehicle loan.
Cause Marketing
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You don't just have to send marketing communications to your own customer database. Build up a marketing list through cause marketing. Send out messages to the "house list" of other organizations, states Kim T. Gordon, writer for "Entrepeneur" magazine. Use press releases and other devices to link your company with a cause. Consumers not on your marketing list may become aware of your, business because you are connected to a cause they value. They may subscribe to your marketing list, such as an email opt-in or a web submission form, after clicking on your website to learn more about your firm.
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