They rescue people from do-it-yourself disasters. Nick Knowles and his DIY SOS team turn up to transform homes. But what’s the route to success for this highly popular BBC programme – and other shows like it? Well, these craftspeople couldn’t put anything right without being equipped for the job.
Choosing and using business mailing lists is like that. It’s about completing a job – with the correct equipment. If you want to fashion a nicer home, you need a kit of specialist tools. If you want to forge a better business, you need a suite of professional resources – like quality mailing lists.
Of course, you could go down the do-it-yourself route. You might consider tearing a few pages from the phone book and start cold calling. You could write an e-mail and send it to some addresses you dragged off the web. You could hope for the best. But the result could be disastrous. How do you know leads sourced in this way comply with current UK legislation?
So where do you start? And how do you ensure you get the right tools for the task ahead? Here are three easy steps to making your message heard:
Choose the right channel. Which type of direct marketing will take you to the heart of the industry you want to reach? You will use either direct mail, e-mail or telemarketing, or sometimes a combination of them. Research shows that running an integrated campaign using two or more channels can increase response rates. Calculate the risk, check your resources, and choose the channel more likely to give a higher return. Remember to test, test and test.
Locate the right list. Such a list will consist of companies and the decision makers that are directly related to your region of the business world. Normally, these companies and their decision makers will be targeted by fields such as industry sector, size, job role, and so on. Let’s face it. Anyone can call an office and ask to speak to ‘whoever buys your stationery’. But to be truly professional, you need a list that will open doors to the people who matter. You’ll be surprised how having the right number and the right name can help make things happen.
Share the right story. Decide what you want to say to your target audience. Present it in an exciting way. And if you’re using more than one channel, make sure the message is consistent. Remember we live in a multimedia world reverberating with noise from other channels. Countless voices compete for your customer’s attention. Your message must stand out.
Taking those three simple steps will give you a head start in the quest for success. Just as if you were sprucing up your home, if you’re shaping your business, the key is using the right equipment. Marketscan has a store of business mailing lists that can be tailor-made for you. Here are some useful weblinks: