In the digital marketing world, the term “big data” thrown is thrown around a lot. By definition, big data is extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions.
As a small business, your data may not be classified as “big,” but it’s incredibly important to the growth of your business. Contact data, in particular, is something that small businesses need to focus on.
In this post, we've partnered up with JustUno, a conversion optimization platform, to take a look the value in collecting lead and customer contact data, and see why ensuring the quality of contact data is critical for small businesses.
Why quality data is critical for a successful small business
Think about the most successful small businesses you know. Think about why you prefer working with smaller businesses. More often than not, those reasons include a more personal customer-to-business relationship; you’re given more attention and you feel as though they understand you better.
Now think about how businesses are able to do that. By using the data they collect from you, (think: emails, addresses, phone numbers, etc.), businesses can communicate with you in the way that you want. That means you're left with a better experience with that business and are more likely to return--loyal customers can impact a small business that much more.
Let's take a look at the reasons for ensuring data quality below.
You can have a perfect marketing campaign, but it's useless unless you have reliable contact data. The deliverability and reach of your marketing campaigns will allow your business to grow. This puts heavy importance on the collection and maintenance of lead and customer contact data.
Personalization, even on the most basic level, can enhance your marketing campaigns and help you provide more relevant content to each individual. How do successful brands accomplish this? By having accurate data on their contacts. Whether it's addressing each contact by their first name in emails or presenting product recommendations based on past purchases, personalized messaging will help you market more effectively.
The most frustrating thing in marketing is having access to a bunch of data and not being able to make any sense of it. This limits your ability to look at marketing effectiveness and prevents you from making data-driven decisions to help the growth of the business.
Having quality data ensures accurate reporting and a better understanding of marketing efforts. This requires effort at the point of data collection and also maintenance of your contact database over time.
Allows for automation and scalable growth
When you’re just starting out with your business, the amount of data that you’re working with can be pretty small. You can get away with inaccurate data because you can handle the problems that arise. But once you grow, and you receive more customers, orders, subscribers, or whatever it may be, there are too many small fires to put out and it will come back to burn you.
Start quality data collection and validation early on in your business endeavor. This opens up endless automation opportunities and allows your business to scale with growth. Don’t wait, or it will be too late!
Fueling your marketing engine starts with data collection and the best source for new contact data is the traffic currently coming to your website. On average, 98 percent of traffic coming to your site will leave without converting into a contact or a customer. Improve your odds of collecting visitor contact info.
Before investing in driving a bunch of traffic to your site, start with simple conversion rate optimization practices to ensure you’re collecting contact information from website visitors.