What do you do with that database of contacts that are getting cooler by the day.

First of all, just to get the housekeeping out of the way, are you GDPR compliant, I know this is all very 2018 but you need to be aware of the age of your list and if you have undertaken GDPR best practise on it.  Contact me if you have any queries on this or check out the ICO website – they have a really useful self assessment tool…. https://ico.org.uk/for-organisations/resources-and-support/data-protection-self-assessment/.

Back to the database (that most people find it very easy to get distracted from) as they just don’t know where to begin with it. Based on the research findings that it takes on average 8 touches to convert to a sale here are some ideas for you to get your magic 8 from:

–         Why go to the effort?? Because consistent regular keeping in touch is really important for the very basic reason that when they are ready to buy they will know you are still there

Tune in your attitude (and those of your team!) to really want to connect. Perhaps ask yourself… would I want to to xxxx a favour?? Just to be clear the answer is yes!

Set yourself up on an email platform (eg Mailchimp)

–         If you cannot think of a better number as a guide every month – 6 weeks your database should be hearing from you. As you track their activity in response to yours you can see the warmth and ready-to-buyness of your contacts and take extra action accordingly (like phone follow up, asking for the sale, appointments specific calls to action).

–         An email update is still a great summary of your business activity with links to your website and blog activities as detailed below, just don’t call it a newsletter which is very last century!

–         Regular blogs and articles on linkedin/your website. Stuck for ideas well the sky is the limit and provides endless opportunities for touches:

  1. Product information and specs and improvements,
  2. New appointments,
  3. Case studies
  4. Testimonials
  5. Best practise “how to….” “The 10 best …..”.
  6. Ways for them to sell your product 
  7. Write up some of your FAQs

As a guide look at 600 – 1200 words for an average article. Get everyone involved and have a brainstorm on topics that come up a lot.  Getting the hang of it…. then the next level (not for today but for later) is to go deep and get into thought leadership and deal with some of the psychological issues your clients deal with when solving their problems.  

–         Rinse and repeat the above for videos (vlogs) as some people prefer spoken to written word and a mixture is great as it really allows people to get to know you and you can post the video to your LinkedIn profile too so again once its done you can put it to work for you!

–         Get your article working for you. To get started…. take a sentence (or 2 or 3) out of it to make a tweet and link to the article, a larger quote with a link to the article for a LinkedIn post.  Keep an open mind and you should be able to find a couple of different angles for your differing markets/targets that can be used again and again, you see once it is written it can just keep working for you.

–         Could you organise an event or perhaps get tickets for an event and invite people to attend with you. Even if it is on a first come first served basis.  Networking is great especially with great planning.

–         Attending any trade fair or exhibitions don’t forget to tell your audience and maybe have a fun giveaway at the stand if they visit and make the effort to come and say hello.

–         Keep an eye on open rates etc to see when to bring in personal follow up (eg telephone) to anyone who is taking an interest in your work. Mailchimp and other trusted email platforms show you all the analytics of open rates and whether readers have shared on so it’s a great way to check the temperature of your prospect. This is a great time to get on the phone, before you do think of the outcome you want which will give you a reason to call.

–         Can you do an “ask the expert” either putting yourself up for a facebook live/webinair or asking an expert in your field to be interviewed.  Webinairs are really powerful or group calls on Zoom or a similar platform are great if you have maybe a technical area that you can take people through or where it would be good to offer the opportunity to be available for interaction.

–         Would it be worth creating a group on LinkedIn for your area of expertise. A great way to create thought leadership and remember it is not to sell but to educate so invite all interested parties to join, even competitors. I great leader can handle differences of opinion and still lead the way!

And before you know it you have a walking talking breathing database to love cherish and nurture. Good luck and let me know how you get on!

I am Laura Greenwood of Your Lead Generation and bring the personal touch to lead generation, from brainstorming to telemarketing, social media, strategy and getting your message out there.  I can guide you to turn connections in to leads and then create strategies to turn leads into sales.  Am I what your business needs? We can share a 15 minute chat on the phone to see if I am for you. Alternatively email laura@yourleadgeneration.co.uk or telephone 07703 520490.

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