Published: 3 May 2010

Top 5 tips for using online resources to generate leads and build a killer database

Katrina Andrews

Looking to use online tools to develop and build your database? Don�t have a budget that rivals Microsoft or Google? It can still be done; you just need some savvy, cheap but effective techniques.

Here are my top 5 tips for using online resources to build a killer list:

1. White paper give-aways

Based on the assumption that a business already has a website, it's commonly thought that sharing a small piece of valuable content is a great way to generate interest, sky-rocket registrations and enable you to position your business as a credible source.

White papers are usually anywhere between 3-30 pages long depending on the quality of content you have available. Remember: these papers should have a very subtle sales approach and most importantly, the content should be valuable and relevant to the reader.

Examples of white papers for different industries:

Beauty salon owner: 10 hot tips for radiant skin or How to avoid ingrown hairs
Bottle shop owner: Wines for every kind of dish
Personal trainer: Lose 5 kilos whilst at work (well maybe that's wishful thinking - but you get the point!)

The idea is that by using your existing knowledge and experiences within your industry as business owners, you can put together a valuable guide that costs nothing but your own time.

Offer these white papers as downloads so they are incentives to register on your website. For more information on white papers, check out a source I use - Mequoda.

2. eNewsletters

Firstly, what's an eNewsletter? It's usually a monthly, weekly (sometimes daily) round up of what's happening within your business and industry. It can include special offers, but should generally offer your audience something of value. Usually this could be a case study, or even a commentary on something happening in the news.

By inviting prospective customers to "opt-in" to receive your eNewsletter, you'll be not only keeping them engaged with your business but you'll also have a perfect channel to market to these customers. HTML is the best format to send eNewsletters so you can track which stories are of most interest to your customers.

You could also request that subscribers "white list" the eNewsletter email address, so it always gets through their spam filters. Here is an example of a weekly e-newsletter.

3. Refer a friend

Did you know that the most credible source of information is 'someone like me'? Therefore, it stands to reason that encouraging your existing registered leads to refer you to their friends/colleagues/peers is a great way to develop quality, qualified leads.

There are a few ways to do this:

Attach a "refer a friend" link to your signature in your email footer, allowing your existing customers to send refers direct to you, as typically the customers you already have, know the customers you really want - so leverage these existing relationships by the 'refer a friend' method.
Add a link to your weekly e-newsletter and white paper downloads and offer incentives to your customers when they do refer you. You could even run a campaign via email to your existing customers offering them an incentive to supply you with a new referred lead.

4. Google Adwords/Yahoo Omniture

Where you want your advertisement to be ranked will dictate how much you'll spend. Yahoo and Google offer all sorts of reports you can use to work out rough calculations of what your competitors would be paying for the number one spot, for example. By the way, research suggests number one isn't always best - two or three is better for click throughs.

Play around with your advert copy, Google also offer a service where you can have four or five rotating at the same time, so you can track which one attracts the most click throughs and therefore traffic to your site.

Generally I've found that giving away a free white paper is the most successful way to drive traffic through PPC (Pay Per Click) - but keep experimenting with your adverts and you'll soon be able to see (through PPC reports) what's working best for your organisation.

5. Social media channels: LinkedIn, Twitter, Blogs

2009 really saw these channels take-off - what a revolution! All of a sudden there are professional networking sites - filled to the brim with valuable, up-to-date contacts.

LinkedIn:

Use this site to create your own online community. If establishing a blog or if you struggle to keep your website up-to-date, I suggest you explore setting up a group on LinkedIn and direct your clients to this group as your business's online presence. It's a great opportunity to create specialised groups, approach and "connect with" valuable new clients and a great source of potential prospect you could mine. It's very simple and best of all... free.

Twitter:

It's a great way to update your "followers" on your business, industry news and your latest activities i.e. "We're moving" or "Just released new product�". This channel will also enable you to, a) listen to what your customers are discussing - what's hot, what are the latest trends, b) post updates from your own business and even advancements within the industry (and link these back to your business!) and c) be involved in the conversations your customers are having with each other - by replying to their posts.

Blogs:

This channel tends to make a lot of business owners nervous. You're actively engaging with your customers about your business, asking them to comment and in some cases scrutinise. But there are an awful lot of case studies that demonstrate the benefits of blogging and opening the door for this type of communication with your customers. There are two "different" types of blogging, you can either, a) simply reply to conversations that are relevant to your business and industry and/or b) create your own blog and post updates on a regular basis. Depending on your time and resources, choose which level of activity suits you.

Click here for more information on social media tools, including wikis and podcasts.

It may not be possible for your business to resource all of these tips, but try at least one - or a combination of several - to come up with your own streamlined, database building campaign. Ideally it should become so ingrained in your daily activities that it doesn't take up a big chunk of your time.

Katrina is the Director of VMA Group's Asia-Pacific operations. Previously, she headed up the Asia-Pacific division of Melcrum Publishing.