Increasing engagement and converting prospects is a key area of focus for every marketer.
One way to boost engagement is through different mediums of communication. However, many marketers make the mistake of adopting a “one size fits all” approach when communicating with prospects, engaging all prospects in the lead database with identical messages. This rarely works. Marketers who segment the leads and target audience segments with relevant communication succeed in engaging and achieve higher conversion rates.
One basic step towards segmenting prospects and initiating targeted communications is to maintain a clean and up to date database. Two major tasks in maintaining list accuracy are eliminating duplicate records and outdated contact information.
One good strategy that serves multiple benefits in this regard is sending an “update contact information request” to contacts on a regular basis. This not only serves the primary purpose of updating the database but also allows the marketer to initiate a conversation with the prospect. Marketers usually have to make between four and seven “touches” before a buyer respond to an offer. These initiatives provide a good pretext.
Another strategy that furthers the cause of profiling prospects and targeted communications is appending enhanced demographic data to the lead profile. For instance, appending household demographics such as age and income levels would allow the marketer to gain insight on the prospects need and affordability of the product. Appending location data would allow the marketer to match the profile with the local sales trends and preferences.
Cleaning audience data and mapping audience segments with relevant messaging are integral parts of the eight-point action guide towards effective management detailed in this whitepaper.
