The KiT System of Marketing:

Step 1:  Build Your Database

Effective marketing requires knowing who your customers actually are, not just their email address and whether or not they open your e-newsletter.  Long term business development is built on a solid database.

What is a Database?

It’s a list of people who’ve contacted you about business.  Some will have already done business in the past.  Some will be in the process of becoming clients.  And some will probably have contacted you, but may not have been ready at the time. 

The Database vs. the Newsletter List

Most of us have some kind of newsletter or regular point of contact we make with people.  Most often, all we need is someone’s email and they’re automatically added.  We can add a button to our websites that allows people to sign up on their own and most services will let us track what percentage of recipients have opened a particular issue and which links they might have followed. 

This information is helpful in developing further newsletters and knowing what our readers enjoy reading.  And eventually, it turns into actual business.  But the vast majority of these people are ‘lookers’ not clients - yet.  They’re in the process of learning about us, but we have no real way of working with them directly other than through the newsletter.

A database is more than a list of emails and first names.  It’s made up of people we’ve actually interacted with, worked with, and have been able to gather more specific information about.  You don’t look at it that way, but the address book that holds your friend’s and family’s information is a database system you use to remember the important stuff in each other’s lives. 

The business database is equally important because it’s people who’ve contacted us and actually become clients.  It’s the people we want to duplicate in our business so that we can continue growing.

What Kind of Information Does a Database Hold?

That will depend on what you want to do with it.  The more information you gather, the easier it will be to build a relationship.  The minimum you’ll want is:

1. First and Last Name
2. Business Name (if applicable)
3. Phone number
4. Fax number
5. Email
6. Current Mailing Address

But pay attention in conversation as well.  If someone talks about a specific interest they have, make a note of it in their profile.  Then the next time you see an article that might be of interest to them, you can send them a copy of it.  If someone mentions an anniversary, birthday, or other important date coming up, make a note of it in your calendar and send them a card.  I have never had a client who didn’t appreciate the fact that I was thinking about them and took a moment to let them know.

A database is a tool that helps you build a long-term relationship with your clients.  Although you can always go out and farm for new ones, ultimately, it is the long-term clients who’ll be the backbone of your business.  The more you know about them, the more effectively you can offer resources and services they’ll appreciate.