You’ve invested in a database to store and access current client and potential client contact information. Remember, a database is only as helpful as the commitment to maintaining and expanding it.
“Whether you’ve bought a specific database management software or using a Microsoft tool like Excel or Access, it’s important to remember that it needs to be easy to add, sort and update files,” said Claudette Thornton, a marketing consultant in Upstate New York.
These four tips can help you increase your client database.
1. Offer a Referral Program
“One of the easiest and most beneficial ways a company can increase their database is to offer a referral benefit to existing customers,” Thornton suggested. “People do business with companies they can trust, andthey trust their personal network of friends and family to make reliable recommendations on those companies.”
2. Get Involved in the Community
Find a community organization that can benefit from your expertise and consider partnership opportunities.“It not only feels great to support your local community, but your investment will come back to you,” she said.
3. Use Social Media
Numerous social media platforms offer free opportunities for growing a database.“Turn to partner and community organizations to leverage social media opportunities by sharing content and expert advice and offering guest blogging opportunities,” she said. This strategy will require staff time to implement, but can otherwise be a very effective marketing tool with little additional investment.
4. Purchase Mailing/Contact Lists
There is also the option of purchasing additional mailing and contact lists for direct marketing strategies.“While these can be purchased based on a list of criteria tailored to your company needs and objectives, these are what would be considered 'cold sales leads' and may offer a slow conversion rate with a varying ROI,” she said.
Remember to keep your list legal and updated, and reward those on your list with pertinent communications that they want and need.