Build your database

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If you’re in business it’s important to build some sort of database.

So many businesses don’t see building a database as being important or time worthy. But a decent customer database can be a key component to the success of your business. I would say even a lifeline when business is slow.

For the past few years building “fans” and an audience on Facebook has been a key component in successful business. The focus and use of this social media platform has been customer contact on a daily basis, building relationship and generating brand exposure. Unfortunately now though, Facebook has taken this free element of brand awareness out. It now costs businesses to reach the same audiences they have taken time to build up!

Continuing to build a fan base that you cannot contact outside of Facebook is like renting land you cannot access without paying the gate keeper.

So how do we go about building that database of customer contact details?

If you already have a solid fanbase on Facebook start pushing them towards your email sign up form. Entice them with offers. Make sure your fans want to join your list and give them a good reason to. One business I know puts all there best deals in the newsletter and the only way to receive these highly reduced deals is to sign up to the newsletter emails. Another business gives away something to a subscriber who interacts with the newsletter each month.

If you are a retail outlet start asking every customer who walks in to sign up to your email database. Let them know they will benefit greatly from doing so. “What’s in it for me?” will be the key question your customer will be thinking so make sure they know that it’s worth it.

Don’t setup an email list but then neglect to send regular email newsletters. (I know I am terrible for this.) A monthly newsletter is good but if you are a business with a lot of sales and great offers, consider going fortnightly.

Don’t forget the golden rule: Have good content! I am sure you’ve heard it before, but content truly is king. Also make it short and snappy! We want those newsletters read from beginning to end.

Things to think about before setting up a regular email newsletter:

• What platform to use? I highly recommend MailChimp as it is simple to use and the reporting is fantastic.
• What offers are you going to use to entice customer sign ups?
• Add a page to your business Facebook Page and/or website so people can sign up from there.
• How regularly are you going to be posting the newsletters?
• Sit down and plan out your next three months of content.
• If you are a brick and mortar shop – educate your staff on how to get sign ups.
• Set reminders in your calendar to write up your newsletter/email to be sent out. Don’t forget to stay on target and be regular!