Recently, I attended Silverpop’s Agent ROI Digital Marketing Tour as it made its annual stop here in Atlanta. I was encouraged to go by a colleague, and in retrospect, I’m really glad that I went! There was a ton of useful information to absorb, but one presentation really stood out. The discussion focused on a marketing initiative that marketers can no longer afford to ignore, developing a robust marketing database.
Without further delay, here are 5 innovative strategies for building a robust marketing database that all marketers should consider:
1) Add E-Mail Opt-In to Your Facebook
Most users aren’t aware that this is possible, but it’s a great way to increase your database while people are already perusing your Facebook brand page.
2) Add Social Media Sign-In
A long information collection form will most likely deter people from typing in their information. Set up a sign-in form where people can input their social media login information to access protected website content. This automatically provides you with the personal information you require, especially if it’s a Facebook account.
3) Use Progressive Web Forms for Collecting User Information
Again, long sign-in forms make for a high abandonment rate when attempting to collect personal information. Use progressive Web forms to ask different questions each time a person visits your website, so that you can build out a contact’s profile over time.
4) Use QR Codes to Drive Offline to Online
Use QR codes on printed collateral, at trade show booths, or on storefront signage to drive people to your website in an effort to get them to sign up for your company’s e-newsletter or to just collect information to grow the database.
5) Capture Opt-Ins via Tablets or Kiosks
At a trade show, for example, set up tablet or kiosk stations to allow users to input their information. This process works much better than the “old school” method of collecting business cards.
What strategy are you currently using to build a robust marketing database? Whatever it may be, simply apply the 5 strategies above, and you’ll be on your way to developing the database you’ve always wanted!
- Brandon Holcomb, Account Executive
