With announcements from the vice-president of marketing, Kimberly Kriss, for the global sports and Entertainment Company, AEG, has built a new European team filled with data and analysis experts to profile its visitors and support and expand its assets and sponsors providing AEG with consumer insight into the data and marketing lists they own, we should all be conscious of how effective your marketing list is to expand your company and its products and services.
Building an effective marketing list is essential to communicating to your consumers and prospect customers irrespective of the channel you use. And don’t worry about the cost, there are methods out there to collect and implement your marketing lists without breaking the bank!
The top 5 commonly used methods to influence marketing channels with a small budget are:
1. Websites – make use of yours
Adding a “signup here” form to collect your visitors name and email address is a very inexpensive method of data collection.
2. Direct marketing – print ads, brochures, radio and TV
A traditional approach to marketing, but it can also be used to direct traffic to your website. Asking for signups through these techniques and offering e-newsletters or discounts can help in winning over your audience.
3. Sales force – exploit them!
Utilising your sales force as a customer service platform can help you benefit from your marketing activities and mailing lists.
4. Point of sales – don’t make them pointless
Placing your sign up forms in high traffic, highly visible areas are the best places for your company to collect those contact details from your customers.
5. Trade shows – not just aimed at businesses
It isn’t a particularly cheap or easy method to use, but does give face to face interaction with your audience, and there is nothing better than putting a face to a name.
So, we’ve laid the foundation spoke about the basics, and now you want to know how to actually build your marketing list.
The online industry has grown drastically in the last 10 years, with more internet based companies up and running the demand for online marketing strategies is crucial. Although there are many companies who are willing to sell their services, and their soul, for a fee there are other ways you can promote your site using cost-effective methods. This is where marketing lists come in.
Building your marketing list will not be difficult, so don’t go running for the hills, but it will take some time and tactics. As you may have already googled or binged, there are lots of different views and opinions from industry experts on how to go about this, but in essence there are four fundamental points you will need to do:
1. Have an enticing web form
When a visitor is on your site and comes across something they like you want to give them the opportunity to sign up to more of it, this is where your data collection form comes in. Every time they leave their details, they are added to your list, simple and effective.
2. Impressive homepage
How many times have you visited a website and left straight away because it was boring or looked outdated? Presenting an impressive homepage is not only the best chance to show off your products or services, but also to engage with the visitor and capture their attention.
3. Offer excellent services or products
This is self explanatory; you can’t expect return custom without offering the best products or services. The most valuable and inexpensive marketing method is word of mouth. If you have returning business the more likely your opt-in list will grow with it.
4. Retain a clean and private list
Don’t lose your customers trust. If you start selling your lists to others who will spam your customers they are more likely going to leave you too.
As we have discussed, building and using your marketing lists is one of the best marketing tools you can use, it is the most valuable option you have to keep in contact with your customers ensuring repeat business.
Remember to maintain your opt-in list, keep it fresh, validated and clean. It will save you time and money when you want to launch a new product, service or new information as you will have that definitive marketing list.