INSIDE THIS ISSUE:
How to Hire and Develop a Director of Operations Nurture Your Prospects Use Your Personality to Your Advantage Take Your Marketing Mobile Meet Kyle Wells The Success of Greyston Bakery
HOW TO LEVERAGE YOUR OWN LIST
AND MAXIMIZE NEW SALES
PAGE 7 PAGE 8
After you scrub your list, you need to make sure you segment your list into at least three different buckets.
What is the most valuable asset in your business? If you’re like most small businesses, your most valuable asset, by far, is your list.
A metric to watch in your business is the number of new additions to your list each day, week, or month, as this is a sign that you’re generating leads. Instead of checking on sales late in the month and hoping to make your goal, you should be using your list to predict your future revenue. One of the first things you need to do with any list is to evaluate the quality of data. You can have your list scrubbed against various databases and get the most current data on that customer record. You can also manually call out and verify data or create a new lead magnet to give people something of value in exchange for the data … or do all of the above. Either way, having clean data is key to having a good list. If you don’t already have full contact info — name, email, phone number, and mailing address — from your clients, that’s where you need to start. You will need as much of this data as you can get in order to market to these leads in the future. Also, please note that when you scrub a list against a database, it will only be about 93% accurate. Many times, you’ll discover this issue after you send something in the mail because you’ll get the returned pieces … these returns fall into the 7% of data that isn’t correct.
Who are your customers?
Who hasn’t bought from you yet?
3. Bad leads
How much do they spend when they do buy?
It’s helpful to have additional buckets, like hot prospects or canceled customers, so you can run a variety of campaigns to sell, resell, or upsell customers and prospects, but, at a minimum, you’ll need these three groups. Now that you have started cleaning and segmenting the data, you can really start to have fun with a variety of marketing campaigns. One super low-hanging fruit campaign is simply to increase your volume of content and relationship marketing to prospects. A recent survey done by Drift.com found that 34% of prospects in the last 30 days feel they can’t get answers to simple questions that would help them make a buying
How often do they purchase?
What data/contact info do you have?
I could go on, but you get the point.
As an entrepreneur, I’ve had many people ask me what I would do if I had to start over again today, and, in most cases, my response is this: If I lost my company but had my list, everything would be okay. This may seem like a lame answer, but it is 100% true. The list is that important for you and your business. Since we know that is true, why do so many entrepreneurs spend zero time thinking about or working on their list?
Continued on Page 2 ...
BUILDING RELATIONSHIPS TO HELP SMALL BUSINESSES SUCCEED.
Made with FlippingBook - professional solution for displaying marketing and sales documents online