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
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more