One of the biggest impacts on digital marketing in 2018 was the introduction of GDPR and a consequent crackdown on bad data handling etiquette.
Being creative with the data at your disposal is a key part of marketing success, so we recommend that a stellar new year’s resolution is to carry out a data audit to ensure your data is up-to-date and optimized for use in your campaigns.
Keeping track of your data and organising it properly is good practice for any company collecting customer and client info. Let’s look at some tips:
When you’re a B2B business, you’ll have lots of contact info for clients and potential customers. Marketing to your contacts means that you need the most accurate and up-do-date info, so you can improve response rates and increase your chances of making a sale. Estimates put data changes at about 30% over the course of a year, so chances are some of your info will be irrelevant, as people move roles or have new contact details. Make sure you keep track of auto-responses and email bounce rates, so you can amend your info. Don’t forget to add new details and contacts too.
Casting the Net Out
Perhaps you’ve only got one contact per company and you’re not seeing very good results. You might not be contacting the right people in a company, so you can look at multi-contact info for companies and organisations. You can target different decision-makers and work on more personalised messaging. Different decision-makers with different job functions and priorities might see your proposals from another perspective if you deliver messaging that hits personalised pain points.
It’s really important to continue to analyse your data sets and results. This can help you to segment customers and work on improved, personalised messaging. It also gives you a way to remove contacts from your data-sets that clearly aren’t interested in whatever you’re selling. With good analysis, you’ll be able to assess the strongest and weakest performing elements of your marketing spend and who you should be targeting.
The contacts that are more receptive to your messaging and marketing can be used to help branch out your data-sets. Try to build audience personas around customers and clients that are interested in your products and enjoy your messaging. By building up a picture of behaviours, preferences and interests, you can try to find look-a-like contacts who share a lot of the same traits.
You might be working with a data supplier for your business, which means it’s essential that you check that they are GDPR compliant and an ethical organisation. Check that a supplier’s licenses fit with your business’ GDPR framework. Also look at the volume of sends in your license – you will have a set number of uses, so you don’t spam customers. This is something that you must discuss or renegotiate as the volume of uses can vary from supplier to supplier.
For any more info on managing data and how to use it for marketing success, contact our team at DOWO today.