Do you currently maintain a database of customer contact information derived from past sales, event registrations, contest entries, an opt-in newsletter or a customer loyalty program? Have you purchased a list of contacts with the intention of sending a direct mail piece or delivering an email campaign?
If you have, then you are not alone. According to BIA/Kelsey, 73.5% of small to medium businesses (SMBs) maintain a customer list of some kind. Additionally, the Eleventy Marketing Group shares figures from Direct Marketing Association’s 2015 Statistical Fact Book which states that SMBs spent approximately $46 million on direct mail in 2014 to grow targeted leads.
So, you’ve made the investment in cultivating an effective list; now you should be asking yourself how you can maximize this investment? You already know you can send email and direct mail campaigns with these lists but did you know that you can also create highly effective digital campaigns using the very same lists?
We would like to introduce you to two digital tools that can extend the usefulness of these assets:
1. Household IP Targeting
Using Household IP Targeting is like direct mail for the internet. It is done by matching IP addresses to your database of names and physical addresses and then displaying your digital display or video ads only to those matches as they browse the internet. Once matched, all ads reach the exact targeted household, leaving you with zero wasted impressions or budget. The targeted audience doesn’t have to opt-in, open an email, or go to their mailbox to see your ad. It simply appears on websites they are already browsing. Household IP targeting allows you to deliver extraordinarily relevant content to specifically targeted consumers.
2. Facebook Custom Audiences and Look-A-like Audience
With Facebook Custom Audiences you are able to target people by matching your list to a particular Facebook account and showing your ads only to those people, right in their News Feed. Again, there is nothing for them to open but they see your message in a location they are already frequenting. You can use that same list and develop a “Look-a-like Audience” which allows you to reach new people who are likely to be interested in your business because they’re similar to your current customers.
At Manning Media, we believe in an integrated marketing approach, using resources to their maximum potential. Household IP Targeting and Facebook Custom Audiences provide additional ways to extend your resources and optimize your investment. Contact us in Frederick, 301-620-7700 or in Hagerstown, 301-733-4500 or fill out our online request form by clicking HERE to learn more about these digital tools and many others!
MAKE THE MOST out of WHAT YOU HAVE: New Uses for Your Customer Database.
