Add And Drop A Contact List Based On Targeting
Like anything you shop for business, the best contact list is the one you only need. However, sometimes the list that you thought you needed did not return as much value as you expected. Naturally, you will feel inclined to drop it and add something else to your shopping cart.
However, how do you prevent such disappointments in the future? How do you also know that you are picking a better alternative to the list you had dropped? Furthermore, would it be better to actually spend less overall?
Believe it or not but such questions have an unlikely connection to targeting. Look back to your business. Have you compared and contrasted the contacts that turned into leads with the contacts that turned into duds? Consider the following traits. Did the successful ones have any of them in common?
Industry – You could be experiencing more success from one industry compared to another. It might hint that your business might have a penchant for serving some while still having complete unfamiliarity with the rest. If a business contact list from one industry gives you more leads compared to another, replace the latter with a list of more companies from that same industry.
Size – Perhaps you are well-liked by businesses who fall within a certain size. Size implies additional factors like budget and number of employees. Maybe your products or services simply work best within those specifications. You are neither too expensive or too cheap but a completely perfect fit. As with industry, try organizing your contacts by size and focus on those who match that size.
Communication – Perhaps it might have less to do with the people on the list and more to do with how well your marketers work using particular forms of communication. A typical leads database actually contains more than just phone numbers. Check to see if they are skipping over people on your list because they lack the actual contact details they need to effectively engage a prospect.
No matter what style of marketing you employ, the need for targeting is universal. Do not waste money on lists you have only had minimal success with so far. In addition to that, you might also want to consider looking deeper into your own business if you do not want to fully give up on them.
What can you improve? – If you want to make success out of past failures, actually take the time to learn from them. Review the conversations those prospects have had with both your sales and marketing representatives. Determine what it is that they wanted but you currently do not possess and then charge your business to start developing it for you.
How can you minimize costs? – If you want to target businesses of bigger or smaller sizes, then you have to reshape your product in more cost-efficient ways. The key to this is always remembering that people only get what they pay for. If small businesses want your product or service cheap, give them what you can but within the limit of how you can afford to spend. Avoid cutting corners that are better off not cut.
Should I use more communication tools? – The answer to this is not always yes (especially when your business is just not ready for them). Consult others who have had experienced using the methods that you have not tried but really need in order to qualify prospects on the lists you still have hope for.
But whether you actually target something new or expand your business to widen your range, targeting always matters!