Article

Categories B2B, Data & Analytics

Boost Your Marketing Campaign Success by Recycling

You could discover a goldmine of new leads and opportunities by recycling the records in your database.

You could discover a goldmine of new leads and opportunities by recycling the records in your database.  

 

Marketing enjoys boosting its return on investment by repurposing existing content for new platforms:

  • Creating blogs from long form content such as consideration documents or white papers.

  • Creating audio-only podcasts from webinars.

  • Using transcripts of audio- or video-based work as a basis for an eBook.

  • Taking key ideas and themes from blogs and using them for social media updates.

 

It’s a cost effective approach that sees marketers fully exploiting their initial content spend. But can the same principle be applied to your database?

 

Maximize your database via...

 

Personas

 

… break down your customer database into lists of different customer types – ’personas’.

… from these, you can understand what each persona’s needs and business pains are – and tweak your content/marketing strategy to appeal to each specific persona.

 

Action list

 

1. Locate, for example, five different personas within the same sector you are targeting.

2. Take an existing planned campaign and its core content and messaging.

3. Create five similar campaigns from this one campaign – each one tailored for the specific needs of each persona.

4. That one campaign has now been recycled effectively, maximising your ROI on the original content.

 

Localisation

 

– By pulling together the location information in your database, you can localise and target campaigns to specific territories.

– Uncover new territories that you may have missed before because such data was previously ignored or hidden.

 

Hire a reputable data cleaning services/profiling provider to aid with your recycling plans. It will be able to offer:

 

Data profiling

 

By drilling down into your database, the provider can identify your best customers, find key identifying characteristics – and even identify all-new customers based on these characteristics.

This analytical approach is invaluable to creating personas based on data and not mere ’gut instinct’.

 

Expansion services

 

By using these defined characteristics, a reputable data provider will be able to locate new untapped markets that can be exploited immediately; these could be based on geographic location or fresh data from its own database that will complement and expand on your own records by revealing vital statistics such as...

  • Employee size

  • Turnover figure

  • Contacts

  • Premise type

  • Gone-aways

  • Industry sector

 

By examining your existing database, the provider could double the size of your existing market overnight.

 

Remember:

  • Your database contains hidden vital leads and opportunities that can only be unlocked via data profiling.

  • Data analysis will reveal how your existing campaigns can be recycled and retargeted to exploit new opportunities.

  • Employ a reputable data provider and use their profiling expertise and data cleaning services to maximise your ROI.

 

What about the rest of the marketing campaign?

 

Discover how data can help you at each stage of your marketing campaign with the Guide: ’Your Campaign, Our Data’.

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

Getting web accessibility right is a massive commercial opportunity. The World Health Organization estimates that 1.3bn people worldwide are living with some form of impairment. The benefits of making it easier for...

Michael Nutley
Michael Nutley 30 November 2023
Read more
It’s Time For Brands to Move From Personalised, to Personal

It’s Time For Brands to Move From Personalised, to Personal

At a time when almost every brand is tailoring content and offers to individual customers based on their demographic data, purchase history, and online behaviours, are these personalisation efforts still adding value?...

Shafqat Islam
Shafqat Islam 27 November 2023
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
From Success to Setback: Lessons in MarTech Decision-Making

From Success to Setback: Lessons in MarTech Decision-Making

We often talk to clients about the consolidation of MarTech capabilities across vendors, to the point that it’s often not too difficult to pick up a new technology if you’re comfortable working with an alternative...

Andrew Addison
Andrew Addison 29 November 2023
Read more