When it comes to marketing lists, it pays to be picky. While some marketers play the numbers game and blast their messages to anyone and everyone with the knowledge that they’ll eventually hit their mark, wouldn’t you rather focus you efforts on reaching out to leads that are interested in hearing from you? Wouldn’t you rather conserve your marketing budget and increase your conversion rates? Building effective marketing lists starts with an understanding of who you want to reach. Once you know that, you can fine-tune your efforts to create a targeted list.
Identifying Your Ideal Customer
Start by thinking about who your ideal customers are. Are they business professionals? Do they focus on a specific industry or hold a specific job role? Where do they work? What size company do they work for? Are they based in a specific region? What type of budget do they have? Are they decision makers?
You may have several ideal customers. Write them down and prioritize them. For example, if you are creating a medical mailing list for a pharmaceutical company, your ideal customers may be doctors, nurses, and hospital administrators. Which of the three is the highest priority?
While you’re at it, identify customers who you do NOT want to pursue. For example, if you are creating a mailing list to market a reverse mortgage business, you do not want renters or people under age 62 on your list.
Identifying Your Ideal Customer’s Needs
Once you have identified who your ideal customer is, consider the needs of this customer and how your products and services solve those needs. While you likely have a solid understanding of your offer, doing this step can help you further refine your marketing list’s criteria.
For example, if you determine that your ideal customer needs managed IT services for a network of 200 or more computers and your company is well suited to solve IT problems on this scale, you may want to focus on companies that have at least 200 employees.
As you do this exercise, create a list of problems your ideal customer needs help with along with products and services that solve those problems. This will help you later when creating landing pages, PPC campaigns, opt-in forms, and other lead generation tools.
Building a Targeted List
Finally, you’ll need to start building your targeted marketing lists. You have numerous options available. For example, if you need to build a medical mailing list, you can start gathering the names and contact information of doctors, nurses, and hospital administrators that meet your specific criteria. Looking up this information on your own is time-consuming and tedious. A better option is to work with a marketing list broker who can quickly create marketing lists based on your specific criteria.
If you plan on creating your own PPC campaign or search engine optimized landing pages to build targeted marketing lists on your own, refer to the list of customer problems, products, and services you identified earlier. These items can serve as inspiration for keywords and content. For example, if one of your ideal customer’s biggest problems is “saving money on office supplies,” you may want to target that phrase as your search term (or conduct additional keyword research to find related phrases).
Whether working on your own or purchasing marketing lists from a vendor, understanding who you want to reach is critical to building targeted mailing lists.