Q: I’m researching how to increase our audience reach of email contacts for a particular audience (Cosmetology). Some of our program areas we have very good contacts and organizational lists that we can get. Other areas (ie: Cosmetology) we are weak in. We have purchased a large mailing list last year that we used for a postcard mailing. That did help to generate new students.
I’m now being asked to find some new leads for emails for this audience. We have purchased Salesforce.com which we are in the process of setting up the architecture for. In addition, we purchased the add-on called Data.com which is a lead generator for business contacts. It is working for new leads in certain areas but is only as good as what the business posts to D&B and Jigsaw. Some NAICS codes have a much better representation of contacts (including emails) than others.
With that said, I am in need of finding a different source for these other programs that may not have this audience in that database. I know there are lists to be purchased off the internet for just about anything but am hesitant to do that. You get what you pay for and who knows if the contacts are current or valid.
So, I’m seeking your assistance. Any assistance would be greatly appreciated. I look forward to hearing back from you or someone on the LERN team.
A: LERN doesn’t recommend buying email lists, because it’s considered spam. Instead, the best way to build your database of email is to collect as many emails at possible – anytime anyone contacts you, ask them for an email. It’s also good to have a place on your website where people can sign up to receive emails from you (such as catalogs or newsletters).
Another solution is to make sure that your web presence is search engine optimized, so that people who are searching for cosmetology will find you. I’m attaching a tip sheet for you on Inbound marketing that lists some techniques you can implement to help with SEO.
Lastly, I would suggest talking with your current cosmetology students and find out how they heard about you and see if there are any trends there. Your current students can help you find more prospects.