Growing your in-house database should be at the top of every marketers list. Why? When done correctly, it will house your most-qualified and responsive prospects.
Though organic list growth may take time and effort, you will definitely see a high return on your investment.
Consider the following techniques to acquire new leads and grow your list with success.
1. Determine your ideal leads and how you reach them
Create a profile for your best customers. Include things such as age, gender, hobbies, job function, how they shop (online or at stores), where they shop, what they read, which websites they visit, etc.
2. Analyze your competition
Take some time to find out what your competitors are doing to generate leads. If they have an e-newsletter, be sure to sign up to receive it. You will find out what type of promotions they are running, any marketing alliances they have formed, and how they are positioning their product or service.
Then take some time to find out where they advertisers—websites, magazines, etc.—and whether they are running PPC campaigns and, if so, which keywords they using. Most of this information can be gleaned from simple web searches.
Yael K. Penn is the founder and principal of Imagine 360 (www.i360m.com), an integrated marketing communications agency based in New York City.