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Contact Management as a Marketing Strategy

Do you have a database of contact information for your clients? What about people who are interested in your company, but who have not yet made their first purchase?

If you don’t have a database of contacts, you should. Keeping in contact with your current and future clients keeps you on top of their minds, which makes them more likely to buy from you. And while it might not seem like it, contact management is one of your key marketing strategies.

Every Time You Network…

Every time you get a business card or an email from a potential customer, add it to your database. It will quickly grow! Send your contacts regular specials or sales items. Consider creating a sales campaign specifically for your contacts that entitles them to special deals that the average shopper can’t get. This exclusivity will make the offer that much more attractive.

Contact Management Mastered. Now What?

You can create a regular newsletter, filled with information on your industry and your company. You don’t have to make the entire newsletter a commercial about your company. People like to get useful information without being bombarded with advertising. You can tastefully input an ad or mention of your product to the side in the newsletter while maintaining style and usefulness.

When holidays come around, spread the love. Send holiday and birthday cards to your mailing list, letting them know you’re thinking of your clients on these special days. As you know, people like to feel special, and getting a card from you will make them feel fantastic.

Contact management is the first step toward building your audience and leads. Once you start to grow your list, look to marketing automation as a next step. But remember: this is only a piece of a cohesive marketing strategy. Round it out with social media, content, ads, and anything else that works to attract new business.

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

This Post Has 2 Comments
  1. Susan, this is excellent advice. I would add, give customers (or browsers) the opportunity to join your mailing list. If you ask more than the name and address type questions, you can begin to tailer the constant communication in the way that is most relevant to the individual.

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