What's the hub of your marketing campaign? Is it your website? Your email blasts and newsletters? Accounting software? Your direct mail system? The answer is — none of the above. The key to ALL your marketing is the nerve center that binds it all together — your client database program. Far more than just an electronic Rolodex, a comprehensive, up-to-date database can tie all your marketing together into a unified, systematic campaign, giving you far greater results with less work and confusion on your part.
Centralize your information. Don't confuse yourself by depositing a crazy quilt of scattered, incomplete data throughout your computer system. Choose ONE powerful, full-featured contact management program to be your communications hub for colleagues, clients or customers, prospects, friends and family.
I use ACT!, and it does a great job for me. I can organize contacts by categories, write detailed notes, track client activity, include recurring important dates to remember, and generally keep all my detailed contact info in one handy, easily searched resource. It also syncs nicely with my PDA so I can make appointments on the fly and check my calendar. If you're using Microsoft Outlook, then you probably know all the similar things that program can do to help you stay organized, or you may have another favorite database application. Whatever system you use, use it exclusively and use it consistently.
Update your information. As time goes by, your database becomes bloated with names -- new, old, and forgotten. Many of them may be past customers who ordered once and then went silent. Time to throw them out? Not so fast!
Before hitting the Delete button on those dusty old contacts, I recommend giving them a call. You have nothing to lose, and everything to gain. I've done this myself and it's actually great fun to reconnect with former clients. "I haven't spoken to you in a while, and I saw you in my database today and got to thinking about you." Who wouldn't be gratified by such a call?
Once you have your database centralized and updated, take care to keep it that way as it grows. You'll find that marketing is much easier -- and more enjoyable -- when it's done logically and efficiently.
©O’Donoghue&Associates,Inc. 2009
The above article may be published, quoted or reproduced in part or in entirety with the following attribution to the author:
Midge Norris is a Marketing Strategist based in Austin TX who works with Owner-operated businesses and specializes in Affordable Marketing Action Planning and Implementation. Ms. Norris can be reached at www.marketing2go.com or 800-541-9945.
