Think Local Grows Your Database
In previous months, I have outlined the true value of Think Local, the importance of timing and an overview of the first year in numbers. This month, I explain how Think Local grows our advertisers’ database and presents new, low-cost marketing opportunities.
Our advertisers are capturing data of up to 150 new, local consumers each month and that data is freely available for them to use.
The data is stored within their unique dashboard ready for them to use to grow long-term and loyal relationships.
This data develops marketing opportunities for our advertisers and here are some of the ways that we encourage our advertisers to use that data. You might be able to apply these ideas to your business, too:
- Email address
- Phone calls
- Postal addresses
Below, I have outlined some of the ways the data can be used for marketing and customer service purposes.
The users have opted into your email communication so you can start using that data to develop relationships and increase sales.
We recommend that automated emails are used to hit certain goals. These goals could be:
- Welcome email – for all new subscribers, welcoming them onboard and providing an overview of your business
- Feedback email – for all clients who have recently been to your business, to collect feedback on their experience
- Birthday offer – send an email to all subscribers who have a birthday next month, with a promotional offer
The beauty of automated emails is you do not have to keep on writing emails - you simply set the campaign up once and outline the criteria. The emails will send automatically when the set criteria is met.
I would expect all of you have an email marketing strategy or calendar to ensure you are marketing relevant products to your subscribers. Well, the data from Think Local can be fed into your subscriber database, and they will start receiving your marketing emails, too.
If you are contacting a small number of customers, you may want to add a more personal touch to your emails, in which case you can send a personal email to your Think Local subscribers.
For example, Sally bought an introductory offer through Think Local for a hair salon in Collaroy. The hair salon manager could send a personal email along the lines of:
I see you will be vising the salon for the first time next week.
We look forward to meeting you and I have listed some information below that might help you:
- Appointment Date: 25/10/2017
- Appointment Time: 10am
- Address: XXX
- Phone Number: XXX
- Parking: We have designated parking at the back of the salon
If you do have any questions at all before your appointment, please call the salon or reply to this email.
If you would like to discuss any of the email options above, please email firstname.lastname@example.org or call 02 9905 6011 – we are happy to provide advice or help you set up the email campaigns.
PHONE & SMS
Like with the personal email option above, a phone call or SMS can be used very effectively to create the first touch point before a new customer arrives at your business.
You can simply call the new customer before they arrive or send all the key information in an SMS to help them get to your appointment. These methods will help turn the first-time customers into your loyal customers.
If you would like to discuss setting up a SMS service, you are welcome to email email@example.com or call 02 9905 6011 – we are happy to provide advice.
Depending on your business goals, the postal addresses could be very valuable to you in the following ways:
- Direct Mail – post your direct mail campaign to more locals who know your business
- Birthday – you may send birthday cards to your loyal customers
If you would like to talk more about any of the options above, or about Think Local in general, email firstname.lastname@example.org or call 02 9905 6011 and we will be happy to help.
Next month, we will talk to you about the Think Local marketing strategy for our advertisers, which can also work as a content calendar for your whole business.
Think Local – turning locals in loyal customers.