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When undertaking business to business marketing, you need to ensure that you are not sending out unwanted communications. There is strong protection in place to prevent customers from being bombarded with information they don’t want. Ignoring this can have a significant impact on both your brand and your future marketing activities. Therefore, it is important to consider the following points when you purchase data, such as a customer database.
By contrast, businesses are more open to receiving marketing communications that are of interest, and they will have a legitimate interest and can help their company flourish. The benefits of being exposed to potential business opportunities outweigh the possibilities of receiving too much information. Therefore, initial B2B mailings can be unsolicited if there is a clear ability to unsubscribe after making the first approach.
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With customer marketing, the individual must opt in to receive information from the very start. So how do you reach customers that don’t know about you? If they’ve not agreed to receive information from you, how can you ever get them to ask for information from you?
How can you reach more customers?
It sounds like an impossible task. Again, going around in circles – you know the customers you want to reach are out there, you know they will love your product or service if they could just be made aware of it, but there’s (quite rightly) a level of data protection in place making them difficult to reach.
Well, there are many different fully legal and ethical ways to reach your target market. You can email customers who don’t know about you and your products/services, provided they have actively signed up to receive information about your type of products and services. You can be a ‘third party’ that ‘may contact them’ about other types of (for example) holidays, cars, leisure pursuits etc., that they have expressed an interest in.
As with the B2B mailings described above, if there is a clear option to unsubscribe at any point after your first email, then the challenge is to keep your new target audience engaged and interested in your products/services.
The other fast-growing way of solving the customer dilemma is not for you to attempt to find them, but to find ways in which they find you – there is an important difference! Using progressively sophisticated online techniques, this is increasingly possible to do. In future blogs, we’ll also talk about Your guide to buying mailing lists… Stay tuned.
Are you looking to expand on your B2B data and customer database? We can help you reach ideal customers within your target market. Our B2B data enables you to reach decision-makers via email, telephone and direct mail for a multichannel campaign. This allows you to reach ideal contacts and increase the awareness of your products and services. All of our data is accompanied by a 100% guarantee. This gives you the peace of mind that you can send out your campaign and reach ideal decision-makers. We offer this as we ensure all of our data passes through multiple checks and verifications. This means that we only provide the highest accuracy data.
Are you looking to increase the reach of your marketing and buy data? If you have any questions about buying a customer database or want to enquire, please contact us by calling 0333 200 1860. You can also fill out our contact form to request a call-back.