5 Questions to Ask When Buying Data to Ensure Your Target Audience
Updated: Oct 9, 2020
For this article we will presume that you have already asked certain questions of your existing database and move on to the 5 questions you need to ask when purchasing new data to ensure your target audience.
If you haven’t, you might want to take a quick step back from this article and take a look at a previous one here that talks you through that process.
Where, geographically, are my audience located?
You may work internationally, nationally, regionally or in the instance of many franchises within set postcode parameters.
Homing in on the geography is key to making sure you are not buying data for businesses in areas you can’t service.
It’s an obvious point, but we have had to point this out to client’s in the past.
We can search locations but countries, counties, towns, postcodes and even run radius searches from your postcode.
Which sectors am I looking to target?
Not an important question because you target everyone? Well if you do target all sectors maybe reverse this and ask yourself if there are any sectors that you definitely wouldn’t want to target.
For those who are sector specific, you have some good options for filtering down your sector criteria.
SIC codes have commonly been used to do sector searches but they can be misleading, we go into more detail as to why in this article.
As a data supplier hell bent on getting our clients the right data, we work with Lines of Business (LOBs), which are far more revealing and targeted.
Once a client has given us an outline of the sectors they target, we will supply them with a breakdown of the numbers we hold in those sectors to ensure there are no surprises.
What contact am I looking to engage within an organisation?
This can be a tricky one for a lot of organisations because they work with a lot of different contacts.
To help solve this, we can search by job title or job role.
Job titles are great if you know exactly who you are looking to target within a company. For example, you might be in the business of helping business owners sell their businesses, great, we can run job title searches for ‘owner’, ‘proprietor’ or ‘managing director’ which works well in these instances.
Alternatively, you may need a more fluid solution.
Job roles are a fantastic way of looking person performing certain job functions within an organisation.
For example, you may be a digital marketing agency that is looking to help businesses generate more leads online. Sometimes it might be a business owner, other times it might be a marketing manager or even a sales manager or director that is the decision maker.
The marketing decision maker job role, which we can select from encompasses all job titles with one common denominator, they have all been identified as the chief marketing decision maker for the organisation.
What size of company am I looking to target?
This is one that is quite often overlooked by potential clients and if you don’t tell your data supplier and they don’t ask, you might get a lot of information for businesses that are not in a position to use your services.
A good example here would be a HR software developer that is looking to expand their reach. Buying records for HR decision makers within companies that employ 4 people isn’t really going to do it for them.
We can select by number of employees, both on site and nationally, or alternatively, we can look at business turnovers. It may be that you would like a combination of the two.
What channels am I looking to use to engage my audience?
Are you looking to run postal campaigns, telemarketing campaigns or email marketing campaigns? It might be a combination of all three.
You need to be clear on what information you need the records to include so that you get a database that will work for you.
If you purchase data with email addresses to run an email marketing campaign but don’t specify that you need telephone numbers as well to run a follow up telemarketing campaign, you might find that the data supplied is missing key information.
This is all very basic stuff but absolutely critical to ensure you get a product that will truly work for you and avoid waste.
If you don’t tell data suppliers exactly what you are looking for, some will make presumptions that may not work out all too well for you.
Results Driven Marketing are here to guide you through the data procurement process from start to finish.
If you don’t ask us these questions, we will ask them of you to ensure we supply you a database that will deliver a healthy ROI.
You might have identified areas in your database that need strengthening or be looking to enter new markets. Whatever the case, feel free to drop us a line for a no obligation chat about your requirements and if we can help, we will, if we can’t, we will point you in the direction of someone that can.